Corporate Social Responsibility (CSR) communication serves as a conduit for companies to
engage with their public. This research delves into millennials’ digital CSR communication
expectations from Indonesian unicorn companies. Digital CSR initiatives aim to bridge the gap
between corporate needs and public expectations. Public expectations encompass beliefs,
attitudes, and anticipations. The study focuses on five Indonesian unicorn companies—Gojek,
Tokopedia, OVO, Traveloka, and Bukalapak. Data collection involved interviews with
millennials following unicorn companies’ Instagram accounts. Findings reveal diverse
millennial expectations generated through CSR communication on Instagram, spanning visual
message representation, media utilization, and prospective CSR programs. Storytelling
emerges as a pivotal method for conveying expectations via Instagram accounts. Moreover,
Instagram is not the sole medium utilized for CSR communication. Follower interest
underscores the necessity for sustained, long-term CSR programs. Positive engagement, such
as likes, shares, and comments, represents a tangible manifestation of the millennials’ positive
response to the content shared by these companies.