In a context where environmental and social concerns occupy a central place, promoting a responsible consumption is becoming a priority for brands. Influencers, thanks to their proximity and credibility with their communities, play an essential role in raising awareness and encouraging more ethical behavior.
By collaborating with committed content creators, companies can convey impactful messages and inspire their audiences to adopt more sustainable purchasing choices, while reinforcing their own responsible brand image.
Find out how to harness the potential of influencers to turn your campaign into a real driver of responsible consumption.
In 2024, more than half of French people said they would take environmental criteria into account in their purchasing decisions*. Faced with the urgency of climate change, rethinking our modes of consumption is proving to be an essential lever for accelerating the ecological transition, a necessity that consumers have well understood. However, they expect more from brands: not only concrete solutions to guide them in their choices, but also total transparency on their environmental commitments. This demand is often accompanied by mistrust of advertising messages, particularly on social networks, where bad buzz and calls for boycotts are multiplying.
In this context, influence plays a key role in encouraging responsible consumption. Content creators, recognized as influential figures in consumer choices and lifestyles, bear a major responsibility. They can :
- Provide clear, reliable information to their community to encourage informed purchasing decisions.
- Transparently justify their partnerships, to build trust and authenticity with their audience.
- (Ideally) Promote gestures, products and practices that contribute to a more responsible lifestyle.
By combining authenticity and commitment, influencers can become key players in the transition to more ethical and sustainable consumption.
The origins and challenges of responsible consumption
Black Friday: a pervasive consumer culture
Born in the United States in the 1960s, Black Friday has become a worldwide event. This day of massive promotions encourages mass consumption, often to the detriment of the environment. In 2019, production and logistics related to Black Friday purchases in Madrid represented 1.7 % of the city's annual emissions.
An alarming ecological impact
Black Friday symbolizes the excesses of rapid consumption, particularly in fashion.
For example:
- The manufacture of a pair of jeans consumes 7,500 liters of wateraccording to the UN.
- 80 % of products purchased that day are used only once or twice.
Faced with these figures, it is becoming imperative for brands to adopt strategies aligned with responsible consumption.
Green Friday: a sustainable alternative
What is Green Friday?
Launched in response to excessive consumerism, Green Friday encourages ethical and responsible business practices. This initiative aims to promote thoughtful shopping, as opposed to the excesses of Black Friday. In Spain, the #ConsumeconCOCO initiative brings together brands and consumers committed to more sustainable practices.
The example of Buy Nothing Day
At the same time, the Buy Nothing Daycreated in 1992, invites people to buy nothing on Black Friday. The aim? To raise awareness of the ecological impact of impulse buying and encourage a more sober lifestyle.
Influencer marketing for responsible consumption
Working with committed influencers
Influencer marketing is an effective tool for raising awareness of responsible consumption. To maximize impact, it's crucial to choose influencers whose values align with those of your brand.
- Specialized influencers : Sustainability-oriented designers, such as those promoting ethical fashion or recycling, are ideal partners.
- Micro-influencers With their engaged communities, they offer valuable authenticity for local, targeted campaigns.
- Environmental activists These influential voices reinforce the credibility of your sustainable initiatives.
Creating educational content
Rather than focusing solely on promotions, brands can collaborate with influencers to :
- Share responsible purchasing guides.
- Promoting sustainable products.
- Raising awareness of waste reduction and recycling.
For example, a influencer can show how to repair a product rather than buy a new one, reinforcing the message of responsible consumption.
Supporting social and environmental initiatives
Brands can go even further by donating part of their sales to environmental NGOs, or by promoting eco-responsible practices such as the use of recyclable packaging. Influencers play a key role in communicating this commitment to their audience.
Examples of committed brands
Ecoalf: sustainable fashion at the forefront
This Spanish brand rejects sales to promote the true cost of its recycled products. On Green Friday, it launches awareness campaigns run by ambassadors, reinforcing its message: "Buy less, buy better.
IKEA: extending the life of furniture
With its Green Friday initiative, IKEA encourages the resale and purchase of second-hand furniture. In 2021, this campaign gave a second life to 1.6 million pieces of furniturea perfect illustration of the circular economy.
Wallapop: rethinking second-hand shopping
The Wallapop app promotes the purchase of second-hand products, breaking down associated stereotypes. With campaigns such as "I offer myselfWith the help of influencers to amplify this message, the company invites consumers to opt for second-hand goods.
Towards responsible influencer marketing
By integrating responsible consumption into your strategy, you position your brand as a committed player in the promotion of responsible consumption. Collaborating with authentic influencers and creating educational content not only raises awareness among your audience, but also meets a growing demand for sustainable practices.
How can your brand become more involved in this transition to more ethical consumption? Share your ideas or contact us for customized solutions!
Why do influencers play a key role in promoting responsible consumption?
Influencers play a central role because of their proximity to their communities, who see them as role models and reliable sources of recommendations. In this way, they can encourage more sustainable consumption choices.
What are the main challenges for influencers in their green transition?
Key challenges include the risk of being accused of greenwashing, the fear of losing lucrative partnerships, and the need to adapt their content without losing their current audience.
How can influencers promote eco-responsible practices?
They can share educational content, highlight ethical brands, explain their partnership choices and encourage behaviors such as recycling, second-hand or DIY.
What is the Responsible Influence Certificate?
The Responsible Influence Certificate, issued by ARPP, trains influencers on the human and environmental impacts of the products they promote, and helps them use the right terms in their publications.
What types of content work to raise awareness of responsible consumption?
Educational videos, DIY tutorials, honest reviews of ethical products and testimonials about personal transitions to sustainable living are particularly effective.
What are the advantages for brands of collaborating with committed influencers?
Collaborating with committed influencers strengthens brand image, attracts environmentally aware consumers, and enhances the credibility of responsible communication campaigns.
How do consumers react to responsible messages from influencers?
Consumers are generally receptive, but demand transparency and concrete action. They become suspicious if messages seem opportunistic or contradictory to the influencer's practices.
What are some examples of influencers who have successfully made the ecological transition?
Influencers like Enjoy Phoenix and Léa Élisabeth have adopted more responsible practices by reducing unethical partnerships and sharing sustainability-focused content.
What is disinfluence and how does it influence consumption?
Disinfluence is about discouraging over-consumption and promoting sustainable alternatives. This movement encourages an ecosystem where purchasing decisions are based on informed, responsible choices.
What concrete actions can help influencers become more responsible?
They can reduce their carbon footprint, favor partnerships with ethical brands, be transparent about their collaborations, and promote eco-friendly gestures on a daily basis.
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Contact us via our ValueYourNetwork instagram account so that we can offer you exclusive influencer marketing campaigns with our partner brands!