People have become aware of the impact of their purchasing decisions on the environment and society. Especially for Gen Z consumers, it's not just about buying the trending product but supporting brands and influencers that support eco-friendliness and sustainability.
Brands are stepping up to show their support for social responsibility by partnering with sustainability influencers to reach conscious consumers. These influencers have recognized the power of their voice and teach audiences about recycling, reducing waste, reusing products, and buying sustainably. They partner with environmentally responsible and ethically conscious brands to promote eco-friendly products and services.
By working with such influencers, brands can reach a wider audience and inspire more consumers to join the movement toward sustainability. For example, Levi's celebrated its 150th anniversary in 2023 by discussing the sustainable production practices it adopts. In addition, brands like Patagonia, Allbirds, TOMS, Thrive Market, etc., have successfully created positive associations for their products through influencers.
Neve Fear-Smith, Journalist, Hello Partner, cites an example of TikTok's DUPE trend. "The DUPE trend has been very popular on TikTok recently, in which creators will share cheaper, easy-to-access alternatives to more expensive, less accessible items, pointing their audience in the direction to make a purchase," says Fear-Smith.
"As consumers are encouraged to purchase more, especially Gen Z consumers, I think it is essential that when working with creators, brands need to be aware of what they're offering. Perhaps by looking at sustainable awards and loyalty programs to ensure that consumers aren't making purchases unnecessarily and that there are wider benefits to making these purchases. This can then be communicated to the influencers they're working with to promote more conscious consumerism," says she.
As we move towards a more sustainable future, conscious consumerism will become an even more critical part of influencer marketing.
Staying up-to-date with sustainable influencer marketing trends is crucial to ensure you adopt conscious consumerism and partner with influencers that align with your audience's values. Our Q1 2023 report on influencer marketing is an excellent resource for gaining insights and key takeaways that can help you.
Get new blogs, case studies and our Market Landscape reports directly in your inbox.
We don't spam.