LinkedIn, the rising platform for talking about ecology in 2024

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Ecology is a much-talked-about topic on social networks. In a recent study on CSR, Visibrain counted nearly 20 million messages* published in 2022, 39% more than in 2021.

To understand the place of ecology on these platforms and the way in which Internet users take it up, Visibrain, a social network monitoring tool, asked Dan Geiselhart, founder of the Climax newsletter and an expert on the subject. Dan Geiselhart highlights 5 key findings:

LinkedIn, once a "smooth" network, is now the place to express assertive opinions

A professional social network par excellence, LinkedIn has gradually become a place where opinions are asserted. This is particularly true when it comes to the theme of ecology, where influencers, entrepreneurs and celebrities express themselves, sometimes with radical views. "It's quite surprising," says Dan Geiselhart, "because in the collective imagination, LinkedIn is a professional platform, a 'well-meaning' social network where users showcase their work, experience and CVs in a benevolent way, without taking a stand on divisive issues. Once smooth, the social network is now, and has been for the past two or three years, brimming with personalities taking a stand on environmental issues, with or without a filter.

Greenwashing vs Greenhushing, the battle of brands on digital platforms

Dan Geiselhart confirms that brands are using digital channels to talk about ecology, promoting their actions in favor of the planet. However, he highlights a notable point, that of greenwashing: "From time to time, it's about real concrete advances in ecology, but all too often, it's pure and simple greenwashing." Climax's founder highlights a new phenomenon that is gaining ground among brands: " greenhushing ". By keeping quiet and avoiding all ecological communication, brands are opting for a strategy diametrically opposed to greenwashing, and sometimes not without risk.

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Good buzz vs. bad buzz: brands at the forefront of social networking when it comes to ecological commitments

Communication around ecology can therefore become sensitive. Consumers are aware of environmental issues, and expect companies to make real commitments. Dan Geiselhart takes a look at an airline controversy, and the good buzz generated by a committed brand.

In December 2023, EasyJet found itself in the spotlight following its announcement to stop distributing disposable cups on planes. "Even if it's a good thing (we're not going to blame them), it's complicated to communicate on this kind of initiative, given that it's a micro-effort compared to the overall very polluting one," points out Dan Geiselhart.

On the other hand, in 2011, outdoor clothing and equipment brand Patagonia launched a striking campaign relayed on social networks. "Don't buy this jacket" was the advertising slogan, going against the grain of traditional signatures. "I think it's really powerful: everyone's talking about it, and the message was very clear, as opposed to greenwashing.

Offbeat, educational, humorous: the new faces of green influence

Influencers whose editorial line is based on ecology are present on social networks, and therefore on LinkedIn. According to Climax's founder: " The subject of ecology, on social networks, is already "trusteed" by several fairly well-followed accounts such asHugo Clément or Camille Etienne. Some accounts, like Gaetan Gabriele, editorialize the subject with a humorous and didactic dimension, becoming the new faces of ecological influence, allowing content to be digestible."

France versus the rest of the world, ecological perceptions differ

"In France and the Anglo-Saxon world, we are (more or less) aligned in terms of ecological discourse," asserts Dan Geiselhart. "Ecology is, for the moment, a preoccupation of rich countries, even if unfortunately it's the countries of the economic South that suffer first from the damage caused by climate change." In the United States, the view is different: "the ecological approach is still struggling to find its way into the mainstream. Greenwashing is extremely common and is rarely criticized," says Dan Geiselhart.

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*Global volume on social networks: X / Facebook / Instagram / YouTube and TikTok

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