Sustainable Influencer Marketing: Trends Towards Eco-Friendly Campaigns
As the world becomes more aware of the state of our climate, it’s becoming increasingly important to be aware of the way we interact with the environment. Consumers are looking towards sustainable products and are interested in companies who are dedicated to eco-friendly practices. According to a study by Nielsen, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact.
Transparency around environmentally-conscious practices aren’t just appreciated anymore but they are expected. Especially with the strong presence of fast-fashion and unethical production processes, displaying that your company is committed to sustainability is crucial. This applies to influencer marketing as well. Influencers are quickly becoming environmental advocates (or “green influencers”) who promote sustainable lifestyles. With a new trend of minimalism and “underconsumption,” it can be a difficult time for brands entering the market with new products. So how can brands find success while also appealing to eco-friendly consumers?
Green Influencers: The New Trend
One way to participate in environmentally friendly practices is through working with green influencers. These influencers promote awareness through speaking about eco-friendly practices and having discussions about how we can make an impact. Their followers typically believe in the power of purchasing power, which means if your brand is looking to expand your audience, you may need to appeal to these values. Green influencers can help you do that. Partnering with green influencers can show your consumers that you are dedicated to creating a better future for the environment.
The Rise of Sustainable Influencer Marketing
Sustainable influencer marketing is a rapidly growing trend, especially with the rise of green influencers. Since consumers are now searching for brands that align with their values, brands will have to find ways to be more transparent about their company’s role in helping the environment. Sustainable influencer marketing can help brands connect with consumers who are passionate about environmental issues.
Key Benefits of Sustainable Influencer Marketing
The benefits of sustainable influencer marketing are similar to those of a normal campaign, except you have the added benefit of helping the planet. With growing concerns about the earth, more people will be interested in your brand because of your open concern about climate change. Just to reiterate, below are some benefits your brand will see through implementing sustainable influencer marketing.
Builds Brand Trust and Credibility: When brands partner with green influencers who share similar values, it can help to build trust and credibility with consumers. Influencers can help communicate your brand’s commitment to sustainability in an authentic and engaging way.
Reaches a Targeted Audience: Green influencers have a dedicated following of people who are interested in sustainable living. By partnering with these influencers, brands can reach a highly targeted audience that is more likely to be receptive to their message.
Drives Sales and Conversions: Consumers are more likely to purchase from brands that they perceive as being sustainable. Sustainable influencer marketing can help to drive sales and conversions by showcasing your brand's eco-friendly products or practices.
While it may seem like you’re not doing much in changing your strategy, by bringing awareness even within your brand to the importance of sustainability, you are contributing to the betterment of the climate. It’s just like building brand awareness, by bringing a spotlight to sustainability you help build climate awareness and in turn your brand will find a stronger future.
How to Implement Sustainable Influencer Marketing
Now your team is on board to implement sustainable influencer marketing, but where do you begin and how do you continue from there? If your brand is looking for new ways to implement sustainable influencer marketing, here are some tips:
Set sustainability goals: What does sustainability mean to your brand? What are your specific goals for your sustainable influencer marketing campaign? Once you have a clear understanding of your goals, you can start to develop a strategy.
Identify the right influencers: Look for green influencers who align with your brand values and have a strong following in your target audience.
Create authentic content: Work with influencers to create content that is genuine, engaging, and informative. The content should showcase your brand's commitment to sustainability in a way that resonates with your audience.
Track and measure your results: It's important to track and measure the results of your sustainable influencer marketing campaigns so that you can see what's working and what's not. This will help you optimize your campaigns for maximum impact.
These steps may seem familiar and it’s because they are. Take inspiration from how you would normally build an influencer campaign but incorporate your new sustainable goal into your foundation. Through combining your influencer marketing goals with your sustainability goals, you’ll find that your strategy falls into place naturally.
Examples of Sustainable Influencer Marketing in Action
Many brands are already using sustainable influencer marketing to great effect. Many of these brands have made it part of their brand identity and while your brand doesn’t have to do the same, it’s important to take a look at ways to implement sustainability in your marketing practices. Here are a few examples:
Patagonia: Patagonia is a well-known outdoor clothing company that has a strong commitment to sustainability. They have partnered with several green influencers to promote their eco-friendly products and practices.
Allbirds: Allbirds is a sustainable footwear company that uses natural materials like wool and sugarcane. They have partnered with influencers to create content showcasing their commitment to sustainability and their stylish shoes.
Seventh Generation: Seventh Generation is a cleaning products company that is committed to using plant-based ingredients and sustainable packaging. They have partnered with influencers to educate consumers about the importance of using eco-friendly cleaning products.
Check out these brand’s IG pages to see how they’ve incorporated influencers into their traditional marketing campaigns. These companies began long before the rise of influencers and so they had to adapt to this new strategy which is showcased well through their social channels.
Conclusion
Sustainable influencer marketing is more than just a trend; it's a movement that reflects the growing demand for ethical and eco-friendly practices. As consumers become increasingly conscious of their impact on the environment, brands must adapt their marketing strategies to align with these values. By partnering with green influencers and promoting sustainable messages, brands can connect with their audience on a deeper level, build trust, and drive sales.
The health, wellness, and lifestyle industries are particularly well-positioned to embrace sustainable influencer marketing, as their target audience is already receptive to messages about well-being and conscious consumption. By incorporating sustainability into their influencer campaigns, these brands can demonstrate their commitment to a healthier planet and a healthier lifestyle. As we move forward, sustainable influencer marketing will play a crucial role in shaping consumer choices and promoting a more sustainable future.
