Green influencers: a weapon for sustainability?

‍

More and more brands are counting on influencers to encourage "more" responsible consumption and promote eco-designed, environmentally-friendly products. But does it work? And under what conditions?

A study by Unilever has highlighted the power of influencers to shape behavior and encourage greener choices. For 78% of those surveyed, they have a greater impact than television, news and even government campaigns. What's more, three out of four people are more likely to adopt "good for the environment" behaviors after viewing content on social networks, while eight out of ten (83%) think TikTok and Instagram are good sources for advice on how to live sustainably. Dove and Hellmann's (Unilever brands) recently worked with influencers to raise awareness of two behaviors that have a major impact on an individual's carbon footprint: using less plastic and wasting less food. The result: 76% of those who viewed Dove's content on reusing plastics were encouraged to take action, and 82% after viewing Hellmann's content on reducing food waste.

Green influencers: communication or greenwashing?

But the social and cultural capital of influencers extends beyond the realm of business. While much has been made of the recent trend towards "de-influence", which encourages more "conscious" consumption, in reality, for the creators of content focused on sustainability and minimalism, the concept is nothing new. "It's simply a rebranding of the principles we've stood for since day one". Encouraging people to simply take a hard look at their consumption habits and be more mindful in their daily lives is one of the most effective ways to advocate for a livable planet, explains Brennan Kai, creator of a plant-based, low-impact lifestyle, interviewed by media outlet The Drum.

According to Solitaire Townsend, sustainability expert and co-founder of the Futerra agency, de-influencing is really a "full circle": "Most influencers started because they had something to say, they had a personality and they built a community around that - partnerships with brands came later." In a way, " de-influencing means bringing influencers back to where they started," she adds.

‍______________________________________________________________

Keep up to date with the latest impact news by subscribing to our newsletter.

_________________________________________________________________

Green influencers to whisper in consumers' ears

What does this mean for brands? To make their mark in this space, they need to see designers as experts, not billboards. That's the message from Nicholas Guy, CEO and co-founder of sustainable influencer agency No Logo: "Effective marketing to designers requires that the relationship between a brand and a designer is based on an authentic partnership, not some form of ownership of the digital space." [...] For brands to work effectively with designers, they need to value this expertise. Collaborations and relationships require a paradigm shift. Whereas for a long time, brands aimed to appeal to as many people as possible, they now have to rely on trust and the authentic link between a designer and his or her community. Trust enables a higher level of conversation and , ultimately, an amplified resonance chamber for the message. An evolution in the relationship that requires brands to be bold and let go.

Green influencers: authenticity creates credibility

On the other side of the coin, as brands become more aware of the power of influencers, citizens become more suspicious and question their authenticity and sincerity, suspecting that they may be "bought" by a brand seeking an "eco-responsible endorsement". Nicholas Guy is reassuring: "Like brands, major designers have a clear set of values or guidelines that the brands they decide to associate themselves with must respect. Designers who say no to brands that don't match their values often build trust within their communities". The numerous reactions to the article "Quand les marques comptent sur les influenceurs green pour les verdir" (2019) by Anaelle Sorignet of the blog "La révolution des tortues" bear witness to this. Beyond that, for Townsend, their survival is at stake: "Relationships with subscribers and communities are absolutely crucial, and they're going to have to be very picky about the brands they partner with."