In an era where the number of influencers continues to grow and the number of their collaborations multiply, can we believe in a possible agreement between the influence industry and the environment?
Indeed, influencers have their part to play in the climate emergency in which we find ourselves. Through their content, they show their daily lives and their consumption, they will therefore influence their communities. Their power of recommendation and the power of their audience are strengths in the democratization of information. While climate issues are now a matter of urgency, 61% of consumers want retailers to offer better environmental practices (such as less packaging, a reduced carbon footprint and greener delivery methods).
It is therefore important for influencers to be able to offer content in line with this evolution in consumption patterns.
Nowadays , some influencers devote their content on social networks entirely to the environmental cause, while others are more nuanced but tend to improve their pattern of consumption. An ecological transition that takes place in an authentic and natural way at everyone’s pace.
Vintage, second hand, handmade are no longer taboo, quite the opposite!
Influencers proudly display their findings on social networks, in particular through hauls, vlogs, Reels…
Brands must therefore also adapt by offering products capable of meeting the expectations of their consumers. Social and environmental issues being drivers of purchasing decisions encourage brands to review certain models by offering, for example, short production chains or decent working conditions. Messages that can be conveyed by content creators during collaborations sponsored content in order to make information available to as many people as possible.
Content creators then become true brand ambassadors by promoting a whole corporate culture consistent with their personal values.
Some brands are taking advantage of the second-hand trend to make a comeback. We can talk about Leboncoin, which sets up influence marketing campaigns to show the extent of its offer. We find in particular sponsored Youtube videos that address the subject of decor and will allow Internet users to discover a new way of consuming. We can cite the famous videos of Léna Situations in which she does a makeover of the apartment of one of her followers.
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@lolaetsesminis was looking for a bike and decided to turn to Leboncoin to find the rare gems!
A successful collaboration that reached more than 44,000 impressions and made it possible to show its followers that it was possible to find happiness on a website offering second-hand items for sale and to give them a second life.
We find the famous Vinted platform, which sets up influencer marketing campaigns with the aim of promoting second-hand items. With an offer adapted to consumer expectations (in 2021, 48.8% of buyers responding to an Appinio survey said they opted for sustainable items “to lower the impact of their wardrobe on the environment”), the platform is becoming a key player among Gen Z and Y, concerned about consuming differently while limiting their spending.
Maison Made in had the pleasure of negotiating a collaboration between @Sofiadun10 and Vinted.
Highlighting the possibility of buying and selling products quickly and securely on the platform, all in a responsible approach. Sofia and her partner have therefore proposed an empty dressing! Other of our talents have also collaborated with the brand!
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Areas other than fashion and furnishings are reacting. We can mention the food and cosmetics sectors in particular, with the use of biodegradable packaging such as solid soaps. We have been able to observe a large number of influencers integrating them into their routine. The democratization of eco-friendly products and their use is done, among other things, thanks to the visibility provided by opinion leaders such as influencers for example.
Influencers can choose to monitor the traceability of the brands with which they collaborate before advising them to their followers, without necessarily fall back to to the second hand. We then speak of a circular economy.
It consists in producing goods and services in a sustainable way while taking care to limit the consumption and waste of resources and the production of waste. The objective is to best adapt to consumer expectations by offering responsible products.
Nowadays, influencers are generally represented by agencies specialized in influence, these agencies are a force of recommendation in the choice of collaborations that they will offer to their client. But it is up to the influencer to decide whether to collaborate and highlight brands that are concerned about their environmental impact or not.
Influencers are turning to more ethical collaboration choices and therefore in line with their values.
It is necessary to underline the efforts made for some time in the world of influence. A collective awareness is underway!
The Responsible Influence Observatory of the Professional Advertising Regulatory Authority announces that it has identified a marked improvement in the transparency of influencers with regard to their collaborations, rising from 73% in 2020 to 83% in 2021.
Nevertheless, a long way remains to be covered, which is why the ARPP has set itself as one of its main objectives to accelerate the awareness of content creators to climate issues.
To do this, it has implemented a new version of the Responsible Influence Certificate which now contains an enriched module: “Influence & climate change”.
This module will make it possible to popularize the conclusions of the IPCC report in order to make it accessible to as many people as possible. This aims to ban representations of behavior that would be contrary to the protection of the environment and the preservation of natural resources. But also to multiply content that promotes more responsible consumption.
Environment and influence can therefore go hand in hand and act together to improve behavioral patterns and move towards a circular ecology.
Influencers have a role of opinion leader and influence the way of life and consumption of their followers. We know the power of social media and influence today. It is therefore essential that content creators are aware of the current climate situation and act in this direction, in particular by using their visibility as an opportunity to convey messages in accordance with their values.
