Social media is full of influencers tempting you with the most beautiful fashion, the latest gadgets and the most exciting trips. Fortunately, we are also seeing more and more sustainable influencers, or greenfluencers, popping up. But what does such a sustainable influencer actually do? And what can you expect from them as a follower?
What exactly is an influencer?
An influencer is someone who - usually online with content on social media - inspires and influences an audience. This can be about all kinds of (personal) lifestyle topics such as fashion, interior design, health or travel. Influencers often have a large reach and regularly collaborate with companies to promote products or services. But what makes them really valuable is their ability to inspire their followers with a personal vision and expertise. Unfortunately, not every influencer exploits that influence in a positive way.
Differences between influencers
Unfortunately, there are also influencers who promote excessive consumption - think Shein-shopping hauls or content that encourages children to make impulsive purchases. This is the side of influencing which is often criticised, and not without reason. It is all about quick profits, superficial trends and sometimes even breaking advertising rules, as in the case of child marketing. Fortunately, there are also influencers who use their platform to promote important issues. Think healthier food, mental health and more sustainable choices. This group, the greenfluencers, shows that social media can also contribute to a better world.
What does a greenfluencer do?
A good greenfluencer has a clear mission: to inspire followers to make positive change. They show how to produce less waste, shop more consciously or buy second-hand more often, for example. If they enter into commercial partnerships, it is only with companies or initiatives that fit their sustainable ideals.What you can expect from a good greenfluencer, is that everything they promote is first critically assessed by them. They take the time to explain why a company or product is sustainable, and honestly acknowledge that nothing 100% can be sustainable. It is precisely this transparency and critical eye that makes them credible and valuable to follow.
What can you expect from a sustainable influencer?
In short, this is what you should expect from a green influencer:
- They work with companies that match their ideals. These can be small sustainable businesses, but also large companies that are taking demonstrable steps towards sustainability.
- A sustainable influencer thoroughly researches the companies and products they work with. Simply calling something ‘sustainable’ without substantiation is out of the question and even forbidden.
- Greenfluencers are well-versed in communication rules. They know, for example, that sustainability claims must be carefully substantiated and do not sprinkle hollow terms.
- They understand that sustainability is not black and white and are open to critical questions and conversations with their followers.
- Many sustainable influencers actively commit to charities that align with their values, for example through awareness campaigns or donations.
- They also apply their sustainable principles in their business operations. Think of a greener hosting party for their website, collaborations with like-minded suppliers, or donating part of their income and/or time to charity.
- More and more influencers are getting certified. A certified influencer For example, is registered with the DDMA (trade association for data and marketing), working with the Advertising Code Foundation and the Association of Advertisers. During this certification, they will learn all about advertising rules and sustainability communication.
Sustainable influencers in the wild
Sustainable influencers prove that social media can be more than a stage for overconsumption. With their transparency, critical eye and focus on a greener future, they not only inspire their followers but also push companies to act more sustainably. They show that influence can be used for positive change. Are you looking to collaborate with a sustainable influencer! Then take a look at this page and download our media kit! Working with thegreenlist.nl? Or send an e-mail!
Photo credits: Polina Tankilevitch (Pexels).
