Virtual spill-over effects: What social media has to do with relational values and global environmental stewardship

•This commentary triggers debate and encourage research on digital relational values.•We hypothesize social media to counteract 'extinctions of experiences' (Miller, 2005).•We assume relational values to be shaped within virtual communities.•We suppose relational values to spread and multiply through digital social networks.•Digital relational values seem critical for stewardship and sustainable transitions.