Sustainability is the buzzword of the year. People are, more than ever, aware of how wasteful the lifestyles they lead are. Every other business is making a point out of their āgreenā and āsustainableā practices. Greta Thunberg has become Timeās Person of The Year. And influencer marketing has been instrumental in making this happen.
Sustainability and influencers
š Sustainable fashion influencers took an intrinsically over the top, famously wasteful industry, and called it out. They range from people who only buy used clothes to people who plug boutique brands. The impact of these influencers can be seen in the way āfast fashionā chains begin to reposition themselves. It is widely known that, in order to make clothes affordable, these shops typically cut back on the sort ofstuff that keeps the planet healthy. Their items are manufactured in third world countries, their employees are underpaid, and they use the cheapest materials of dubious origin. This is all changing. Shops like H&M and Zara have already introduced clothesrecycling programs and eco-friendly collections. The latter even pledged to switch to 100% sustainable fabrics by year 2025. And although critics argue that claims of sustainability from big brands are nothing but smoke and mirrors, the fact that the industry is tilting towards sustainability cannot be denied.
āļø Sustainable travel influencers are questioning the way we travel, and pushing for better alternatives to traditionally wasteful tourism. The rise of āinsta-travellersā ā rich, privileged people who hop from plane to plane just to get the glam shots they want ā has made the harm our travelling practices cause to the planet and its inhabitants blatantly obvious. From airplane emissions, which constitute a large percentage of overall air pollution, to tourist traps that perpetuate the marginal status of the locals ā thereās a lot for us to work on, and sustainable travel influencers are leading the way. Among chief influential forces in the field are the members of Impact Travel Alliance, an organization dedicated to promoting sustainable travel. They intentionallyā glamourizeā sustainability to show people that being responsible is not synonymous with missing out. All you need to do to travel sustainably is fly direct, use alternative modes of transportation, and be mindful of where you spend your money.
ā»ļø Minimalist and zero-waste influencers are teaching people to be more responsible in the course of their daily lives. On one side of the spectrum are consumerism-friendly personalities, like the famous Marie Condo ā a Japanese consultant who encourages a mindful approach to consumption, but doesnāt call for harsher measures. On the other side are the people who attempt to eliminate waste from their lives. They compost organic waste, refill whatever can possibly be refilled, and end up with a handful of unrecyclable wrappers in their trash at the end of the month.
As of right now, being sustainable is expensive. Eco-friendly solutions come at a premium. Only the people who are lucky enough to have a high income, live in particular urban areas, and have a lot of free time on their hands can afford to pay extra to do less harm. But with enough momentum, these practices can reach a greater number of people. Influencers have already helped de-stigmatize mindful lifestyles ā now itās time for brands to act.
The 10 Most Sustainable Companies Of 2020
The organizations that make up this list have made significant strides toward sustainability, but thereās still much work to be done, and itās in their best interest as businesses to do it.
āThe big takeaway when looking at Ćrsted and the other companies doing well is how fast the pace is speeding up in terms of the growth in green, clean markets,ā Heaps says. āIn this age of climate and carbon constraints and an emerging climate economy, these companies are positioned to succeed.ā
Influencer marketing is a perfect way to show that you care
Social media is really good at amplifying the collective subconsciousness. This is the essence of influencers ā they are popular because their voices echo the voices of the many. They were instrumental in bringing social issues to the forefront of online discourse, and now thereās no going back. Sustainable, socially charged business is booming. Even the kinds of businesses that preferred to steer clear of politics are increasingly voicing their opinions on important matters. In fact, failing to pick a side can have disastrous consequences when your user base holds strong beliefs.
But thankfully, influencers themselves provide the solution to the situation they helped create. Influencer marketing, better than any other kind of marketing, can help your brand become a part of this conversation ā instead of missing out. Hereās why.
Influencer marketing inspires people. Social media was made to spread ideas, and if your product comes with an idea ā like the idea of sustainability ā thereās a good chance youāre going to succeed in this space. Influencer marketing is, essentially, the 21st century version of word-of-mouth promotion. Yes, brands use it toadvertise their products, but this effect is secondary compared to the inspiration your products can provide. When ideological and commercial purposes intertwine, you find that you are able to use commercial tools for ideological gains, and vice versa.
It is more accessible and cheaper than traditional advertising, and can be approached in multiple ways. This makes it more accessible to both for-profit businesses, as well as non-profits on a tight budget. If youāre a non-profit, you can get results from sending a free copy of your product to a person who might appreciate it. Their voice will amplify your message louder than any ad would.
It makes businesses human-scale. The side effect of our digital culture is the lack of relative scale. We all tweet the same ā no matter if youāre an egg or a well-established influencer. By utilizing influencer marketing, you can enter pre-existing conversations, and engage the people who wouldnāt trust you in a commercial setting. Through influencers, even bigger brands get to have a seat at the table.
Top Sustainability Influencers on Instagram
- Leonardo Di Caprio @leonardodicarprio
The owner of this account is an environmentalist famous from his roles in hit movies including the Titanic, Shutter Island, The man in the Iron Mask and Whatās Eating Gilbert Grape.
He founded a non-profit organization called the Leonardo DiCaprio Foundation in 1998 dedicated to the long-term overall wellbeing and health of our planet as well as its citizens.
2. Greta Thunberg @gretathunberg
Greta Thunberg is 16-year old environmental campaigner and influencer from Sweden. The girl has been leading UK schools in climate strikes.
3. Elizabeth Farrell @glacier996girl
Elizabeth Farell commonly called the glacier girl is another young lady aged 22 and an eco-warrior hero. She uses her Instagram account to raise awareness of the effects of climate change.
4. Tolmeia Gregory @tollydollyposh
Since the tender age of 11 years, Tolmeia Gregory has been running her ethical fashion blog. Also, she runs an Instagram account that gives more insights on having an ethical wardrobe.
5. Phil Torres @Phil_Torres
Phil Torres who is also called the jungle guy or the bug enthusiast is a sustainability ambassador. He grew up examining snakes and bugs behind his house in Colorado. He later pursued environmental science in the Amazon Rainforest. Phil advocates for sustainability in the food we consume, purchases that we make, and on the sources of our products.
6. Immy Lucas @sustainably_vegan
She is the founder of the Low Impact Movement and uses her Instagram account to advocate for veganism, environmentalism, zero waste, and more. She teaches people how to cut down on wastes by using them to make something useful like cosmetics and snacks.
7. Blue Ollis @blueollis
UK-based Blue Ollis is an ethical vegan that uses her Instagram account to promote intentional living. She is an ambassador for living sustainably and cruelty-free. Blue Olli shares insights on sustainability, veganism, zero-waste, and holistic wellness.
8. Alex and Tyler Mifflin @thewaterbrothers
Tyler and Alex are sustainability influencers that share an eco-adventure documentary series. You can follow them on Instagram @waterbrothers and explore the world together as they share different environmental issues.
9. Tim Silverwood @Timsilverwood
Tim Silverwood runs a non-profit organization called Take 3 for the sea. He challenges people to take three pieces of garbage with them when leaving a waterway, the beach, or any other place they visit. According to Tim, these small actions can help us reduce waste and pollution.
10. Jen Brownlie @jen.brownlie
Based in Scotland, Jen Brownlie uses her Instagram account to showcase how people can follow a sustainable fashion lifestyle and still possess a great wardrobe.
Sustainability is a hot topic, and these individuals are doing inspirational and incredible things for the earth every day of the year.
Influencer marketing is sustainable marketing
Last but not least, influencer marketing is sustainable in and of itself. Influencers are simply word-of-mouth agents with larger mouths than you and I. Every advertisement is a request for blind trust. Traditionally, this trust has been extremely hard to gain and replenish. With influencer marketing, this trust is viral. You arenāt investing in a specific medium or a specific campaign message. Youāre investing in a person and their audienceās willingness to listen. Look at what happened to banner ads ā they used to be considered trustworthy, but have since lost this reputation. A third of all internet users have adblock installed specifically to avoid them. Influencer marketing adapts ā no matter what the trends are, no matter what the medium is.
This is twice as truefor nano-influencers. As more or less regular people, they have simpler relationships with their audiences ā relationships that are built on natural trust, and arenāt constantly at risk of a PR fiasco. We at MNFST have made a product specifically to help brands connect with such people, and take advantage of this trust. If you invest in a big social media star, your reputation may be tarnished together with their reputation. With smaller influencers you can avoid such risks, making it much more sustainable in the long-term.
