How Sustainability and Influencer Marketing is Shaping Social Change
The central concept of influencer marketing originality stems from the idea of creating authentic and transparent content that influences positive engagement and awareness. Over the years, brands that have tapped into influencer marketing have experienced amazing results on their reach and bottom line, however, the landscape is continuously evolving, and the question of true authenticity and transparency is becoming blurred.
True authenticity and real transparency start with the brand.
The products being marketed and the people influencing their growth is under deeper scrutiny than ever. Consumers are paying more attention to where they spend their money and, especially millennials. On that note, Forbes recorded that “81% of millennials expect companies to declare their corporate citizenship publicly”. They are becoming more risk-averse and favour backing brands that focus on pro-social messaging, sustainable manufacturing, and ethical business practices. In the recent study Brands & Stands, 86% of consumers stated they want companies to stand for social issues.
Influencer marketing buzzwords like authenticity, organic or engagement are getting are shifting in meaning across the web. Authenticity isn’t someone telling you how great a product is. Authenticity is genuine. Do brands genuinely care about the people and the planet. Do influencers genuinely love the products they share with their audiences? A stab in the dark says, no not all brands care about its social impact and some influencers are only looking to make a buck. However, forward-thinking brands and influencers to genuinely care about social change and environmental impact will be those that sustain and grow and truly prosper.
Sustainability Shaping Brand Products & Marketing
Trends and globe movements are shaping the way brands and influencer themselves market, create content and develop products. We are seeing more brands follow the evolution of sustainability by developing products and services that give back to the planet and the people. And influencers are shifting their views on partnerships to ensure their personal goals and brands align with more just a paid partnership deal.
Brands Making A Push For Change
adidas x Parley // Run for the Oceans
A great brand example of this growing movement is adidas, a brand that is making waves in the fashions industry and shifting its brand focus on sustainable product development t0 create shoes made of ocean plastic. In partnership with Parley for the ocean, these forward thinkers have developed shoes made from recycled plastic. Their goals are to turn an environmental threat into tread used to build conscious products. Through influencer campaigns, these brands are making an impact online for an offline change.
Choose Brita and turn the tide on ocean plastic.
As a company focused on water, it’s really no surprise that Brita is pushing for a global environmental change. However, within the last year, the brand has shifted its marketing direction to focus more its contributions towards extraction of ocean plastics. Brita has partnered with celebrity names in the past, it’s likely we’ll see the rise of the influencer in their upcoming social change campaigns.
Soda Stream – it’s time for a change.
Similar to Brita, Soda Stream is now focusing its corporate social responsibility and marketing efforts on ocean plastic. The brand launched to ocean plastic website this year, FightPlastic.com and Turtle4Ever.com. People can join the movement by pledging to stop the use of plastic water bottles or go as far as getting a turtle tattoo (with the chance Soda Stream will cover the cost) to support the global movement.
Today, more than 90% of CEOs believe that dedication to sustainability is essential to a brands success. Nonetheless, the word sustainable is being abused for marketing benefits. Companies truly investing in social change are developing long-term sustainable strategies, not only through the products and services they offer, but also through creating sustainable focuses positions, and publishing sustainability reports.
How sustainability is shaping influencer content
Influencers understand the power of their voices, and many influencers rather use their voice to promote change or encourage people to learn more about a good cause from promoting healthy lifestyles to exposing environmental issues.
In 2019 and for years to come, we will see more influencers partnering with brands that create conscious products and those that support causes that impact the great good of humanity as a whole.
On the other hand, as influencers grow their audience and establish stronger personal brands, they have noticed that there are opportunities to build their own products and move from being a brand affiliate to creating their own empires. However, developing environmentally conscious products is becoming more critical to influencers and their audiences.
Influencers have been selling their own branded swag for some time now, however, how its made and its environmental impact is in question. Conscious shops for influencers will provide them with peace of mind knowing where and how their products are made while showing their audiences that they care for the planet and are among a movement that impact change for all.