In 2025, environmental influence will dominate the media scene, mobilizing an entire generation to disrupt their consumption patterns. Through social media, these committed actors are deciphering environmental issues, proposing concrete alternatives, and inspiring a new way of life, where ethics and creativity are combined in everyday life.
Their impact is well-established: these content creators are uniting powerful communities around the protection of living things, demonstrating that engagement and popularity are not mutually exclusive. It's now essential for any brand or citizen concerned about a sustainable future to identify and draw inspiration from the influencers at the forefront of the green movement. Here's a comprehensive overview of this year's ten essential eco-leaders, combining authenticity, education, and innovation.
Top eco-influencers to follow: profiles, origins and engagement levers
The ecosystem of eco-influencers stands out in 2025 for its great diversity and increased professionalism. Their strength lies precisely in their ability to combine expertise, sincerity and proximity without sacrificing entertainment or education. Analysis of the most followed profiles reveals several common points: a desire for transparency, the desire to experiment, but also pragmatic expertise to meet the expectations of an audience looking for concrete solutions to reduce its environmental footprint.
This phenomenon not only attracts younger generations, but now appeals to all age groups, accelerating the transformation of individual and collective behaviors. Each influencer stands out for its uniqueness and the choice of its field of action. Whether it is food, cosmetics, minimalism, adventure or do-it-yourself, their commitment authentic appeals to millions of followers.
Overview of major profiles and their audience
In the most popular eco-influencers, professionalization is evident. Marie, alias ShakerMaker, strikes with its atypical universe mixing rock lifestyle and defense of a green daily life. On the other hand, Pastel embodies itself as “beauty of the woods”, mastering both the art of the natural beauty tutorial, family vegan recipes and the world of slow parenting. Mango and salt asserts itself on more literary themes, not hesitating to provide resources and methods to guide its community towards a global “green lifestyle”, from beauty to culture, via podcasts and practical guides.
The networks deployed by these influencers far exceed those of Instagram or YouTube. A summary table illustrates their quantified impact by platform:
| Influencer | Main platform | Number of subscribers | Key theme |
|---|---|---|---|
| ShakerMaker | ≈ 150k | Green lifestyle rock & tattoo | |
| Pastel | YouTube | ≈ 400k | Natural Beauty & Family DIY |
| Mango and salt | Blog/Instagram | ≈ 120k | Green culture, well-being, podcasts |
| Coco (Coline) | ≈ 450k | Ecology & lifestyle without filter | |
| Easyblush (Héloïse) | YouTube | ≈ 100k | Organic beauty, healthy food |
The scope of this content highlights several strategic points:
- Expertise : each influencer explores their favorite themes, offering testimonials, recipes, product tests, and informed reports.
- Community interaction : surveys, live streams and discussions allow content to be adapted to expectations, by promoting direct exchange rather than top-down communication.
- The careful aesthetics : visuals, videos and infographics make the teaching attractive, maximizing the virality of positive messages.
- The collective call to action : organizing “zero waste” challenges, fundraising, petitions or field operations, these influencers catalyze offline engagement.
This multi-format approach is proving essential in the battle for attention on social networks. Moreover, a snowball effect is visible: influencers like Léa Camilleri or Max Bird mobilize their notoriety to raise awareness of specific causes (saving the oceans, denouncing deforestation), which unites massively and propels their message to a non-specialist audience. This dynamic positions these creators as true opinion leaders.
Why and how these influencers are changing practices in 2025
The post-pandemic context is amplifying ecological awareness. The emergence of new sources of anxiety (extreme climate change, increasing scientific warnings) is pushing many citizens to seek accessible role models. Green influencers then act both as triggers for action (explanations of issues, easy DIY projects) and as reassuring points of contact to initiate gradual transitions:
- Practical advice to reduce waste or choose ethical products
- Recipes and routines tested with family or alone, to show feasibility in everyday life
- Scientific decryptions popularized, making ecology accessible
- Encouragement of kindness rather than guilt
Their positioning also encourages brands and communities to join their approach, a guarantee of effectiveness in reaching new, receptive and engaged audiences.
Green influencers' content strategies: from the intimate to the collective
By delving into the editorial strategies of leaders of ecological influence, we see complementary approaches that structure and bring their commitment to life. Their success is based on the identification of precise “personas,” adapting each message to distinct communities, each with a different awareness of environmental issues. This produces intelligent segmentation, making their communication extremely effective.
Focus on authenticity and experimentation
Unlike simple relays of information, green creators favor demonstration, beyond speeches. Example: Alys Boucher develops on his channel, in front of his subscribers, “homemade” recipes aimed at eliminating all unnecessary packaging. The particularity of his front content, very visual, makes it possible to show the production of a solid shampoo or an edible toothpaste from accessible ingredients, thus circumventing the objection of technical complexity.
In the same spirit, Blackberry and Hazelnuts demonstrates that combining budgetary minimalism and respect for the planet is not an elitist utopia. She shares shopping lists, anti-waste tips, and economical recipes, contextualizing each experience to break down the clichés associated with veganism or voluntary simplicity.
- Budget / zero waste recipes
- Online workshops (do-it-yourself, zero plastic)
- Comparison between industrial products and green alternatives
Content in the form of short videos, Instagram reels, and interactive stories responds to the growing appetite for transparency: nothing is hidden, everything can be replayed at home. Podcasts, increasingly popular, also allow for in-depth exploration of technical or societal topics.
| Content type | Target audience | Example of an influencer | Objective |
|---|---|---|---|
| DIY Tutorials | Millennials, young families | Alys Boucher | Waste reduction, adoption of green actions |
| “Green Talks” Podcasts | Active adults | Mango and salt | Explore scientific/ethical issues |
| Responsible adventure vlogs | Young adults, urban, passionate about travel | Léa Camilleri | Raising awareness through experience |
| Participatory stories | Engaged community | Easyblush | Credit followers' initiatives |
Generating collective engagement through creativity
Integrating the collective dimension is proving key to the virality of green campaigns. By 2025, ZeroWasteFamily engages young and old alike with its educational comics and participatory challenges, inviting everyone to post their anti-waste tips on social media. This family perfectly illustrates the shift in influence formats toward hybrid media: books, websites, collaborative posts, educational videos.
- “One Week Without Plastic” Community Challenges
- Vegetarian Climate Stories
- Live webinars on eco-design and recycling
Creativity also translates into the layering of unexpected universes: rock and green at ShakerMaker, pop culture at Max Bird, nature and introspection at Ilia Renon. Each influencer, thanks to their distinct personality, attracts different audiences and opens up new fields of collective experimentation.
The strategies are therefore multiple, but all converge toward a common goal: to make the ecological transition desirable, without giving in to gloom or dogmatism. The most effective content capitalizes on storytelling and lived experience, fostering identification and emulation. The tone employed, often inclusive and motivating, favors education over guilt, a notable shift from the ecological discourse of previous years.
Leadership and societal impact of eco-influencers in 2025
The latest major development brought about by the green influencers lies in their ability to transcend simply sharing advice, to assume the role of true societal leaders. Their impact is measured today by real changes, from individual behaviors to the emergence of new industrial standards.
From digital to concrete commitment: key figures and initiatives
The trajectory of Max Bird perfectly embodies this dynamic. With over 700,000 subscribers, he harnesses the power of his community to actively denounce deforestation in the Amazon and deconstruct preconceived notions about the climate. His message aims as much to raise awareness as to inspire action, through collaborations with scientists, NGOs, and personalities from diverse backgrounds. This multifaceted approach, combining humor, popularization, and grassroots engagement, has proven particularly effective in broadening the spectrum of people reached.
In parallel, other profiles such as Léa Camilleri and the ZeroWasteFamily strengthen the link between education and social transformation. Léa travels extensively to document examples of the circular economy, agroecology, and marine protection, sharing immersive formats on Instagram and YouTube that inspire beyond borders. The family, for its part, demonstrates that “zero waste” is not reserved for an urban elite but accessible to all, through tests, challenges, and authentic feedback.
- Field actions (plogging, beach cleaning, educational workshops)
- Collaborations with foundations (Tara Oceans, local associations)
- National awareness campaigns conducted via Instagram, TikTok or podcasts
Towards hybrid influence: education, innovation and responsible partnerships
Eco-influence isn't limited to visibility. It's driving a profound transformation of widespread norms. By partnering with brands that uphold ethical values, these influencers are infusing new standards into fashion, beauty, gastronomy, tourism, and even mobility. Many of them become consultants or ambassadors for major events, such as Green Weeks or citizen forums for the environment.
| World of Action | Leading influencer | Type of impact | Concrete example |
|---|---|---|---|
| Digital education | Pastel | Tutorials, video guides, interactive workshops | “Vegetable Coloring” Challenge on YouTube |
| Field mobilization | Léa Camilleri | Travel, reports, clean beach workshops | Tara Oceans Foundation Partnership |
| Transformation of practices | Easyblush | Green wellness advice, workshops, e-books | “Feel good in my skin, feel good on my planet” program |
| Popularization & sciences | Max Bird | Videos deconstructing preconceived ideas | “Misconceptions about the climate” series |
| Family inclusion | ZeroWasteFamily | Comics, webinars, intergenerational challenges | Publication of the book “Mission Zero Waste” |
In this scheme, ecological influence becomes a lever for popular education as well as a driver of entrepreneurial innovation. Successful campaigns are those that manage to align responsibility, creativity, and a sustainable economic model, initiating a true transformation on both the public and private levels.
Considering diversity and accessibility
The new faces of green influence are also keen to democratize their approaches. Access to ecology has never been so open: content adapted to all budgets, simple tips for schools or neighborhoods, and the promotion of diverse models (families, young professionals, seniors) are shaping an inclusive movement. By 2025, every internet user can concretely adopt these lifestyles, proof of a transversal leadership that is spreading beyond the traditional activist circle.
- FAQ / live sessions to answer blockages and technical questions
- “Before/after” comparisons to objectify the measurable impact of an action
- Free or participatory guides (PDF, podcasts, newsletters)
Eco-influencers thus embody a radical shift in the social media landscape: their rational and inspiring leadership now weighs heavily in the balance of both private and public decisions. Green influence isn't a trend; it's a new normal, and choosing the right influencers is strategic for any transformation, whether individual or collective.
FAQ – Green Influencers 2025
- What formats do eco-influencers favor to reach their audience?
Green influencers combine short videos (reels, stories), podcasts, step-by-step tutorials, and interactive content to maximize reach and encourage concrete adoption of eco-friendly actions. - Are there eco-influencers specialized by sector?
Yes, some focus on specific niches such as natural beauty (Pastel), vegan cuisine (Mûre et Noisettes), or popular science (Max Bird), which allows everyone to find a channel suited to their needs. - How can you be sure of the sincerity of an ecological influencer?
Transparency, consistency of discourse and demonstration by example are key criteria. Check the traceability of partnerships and the regularity of non-sponsored content strengthens the credibility of a profile. - Can we collaborate with these influencers as a responsible brand?
Certainly, many influencers offer collaborations, provided the values and evidence of environmental commitment are real. Successful campaigns are based on co-creation and sustainability. - What are the main benefits of following these opinion leaders?
Get informed, get inspired, access concrete advice, and engage in collective action. Following these profiles helps demystify everyday environmentalism while joining a dynamic of positive transformation.