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.
En collaborant avec des créateurs de contenu engagés, les entreprises peuvent transmettre des messages impactants et inspirer leur audience à adopter des choix d’achat plus durables, tout en renforçant leur propre image de marque responsable
Discover how to harness the potential of influencers to transform your campaign into a real driver of responsible consumption.
In 2024, more than half of French people say they take environmental criteria into account in their purchasing decisions*. Faced with the climate emergency, rethinking our consumption patterns 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 a distrust of advertising speeches, particularly on social networks, where bad buzz and calls for boycotts are increasing.
In this context, influence plays a key role in encouraging a responsible consumption. Content creators, recognized as influential figures on consumer choices and lifestyles, bear a major responsibility. They can:
- Provide clear and reliable information to their community to encourage informed purchasing decisions.
- Justify their partnerships transparently, in order to build trust and authenticity with their audience.
- (Ideally) Promote actions, products, and practices that contribute to a more responsible lifestyle.
Thus, by combining authenticity and commitment, influencers can become key players in the transition towards more ethical and sustainable consumption.
The origin and challenges of responsible consumption
Black Friday: An omnipresent consumerist culture
Né aux États-Unis dans les années 1960, le Black Friday s’est imposé comme un événement mondial. Ce jour de promotions massives encourage la consommation de masse, souvent au détriment de l’environnement. En 2019, la production et la logistique liées aux achats du Black Friday à Madrid représentaient 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 production of a pair of jeans consumes 7,500 liters of water, according to the UN.
- 80 % of purchased products that day are only used once or twice.
Faced with these figures, it becomes 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 purchases, in opposition 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
In parallel, the movement Buy Nothing Day, created in 1992, invites people to buy nothing on Black Friday. The goal? To raise awareness of the ecological impact of impulse purchases and encourage a more sober lifestyle.
Influencer marketing for responsible consumption
Collaborate with engaged influencers
Visit influencer marketing is an effective tool to raise awareness about responsible consumption. To maximize the impact, it is crucial to choose influencers whose values align with those of your brand.
- Specialized influencers : Designers focused on sustainability, such as those promoting ethical fashion or recycling, are ideal partners.
- Micro-influencers : With their engaged communities, they offer valuable authenticity for local and targeted campaigns.
- Environmental activists : These influential voices strengthen the credibility of your sustainable initiatives.
Create educational content
Plutôt que de se concentrer uniquement sur les promotions, les marques peuvent collaborer avec des influenceurs pour :
- Share responsible purchasing guides.
- Promoting sustainable products.
- Raise awareness about waste reduction and recycling.
For example, an influencer can show how to repair a product rather than buying a new one, reinforcing the message of responsible consumption.
Supporting social and environmental initiatives
Brands can go further by donating a portion of their sales to environmental NGOs or by highlighting eco-responsible practices, such as the use of recyclable packaging. Influencers then play a key role in communicating this commitment to their audience.
Examples of committed brands
Ecoalf: sustainable fashion on the front line
This Spanish brand refuses sales to promote the true cost of its recycled products. During Green Friday, it launches awareness campaigns carried by ambassadors, reinforcing its message: “Buy less, buy better”.
IKEA: extending the life of your 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 furniture, perfectly illustrating the circular economy.
Wallapop: rethinking second-hand purchases
The Wallapop app promotes the purchase of second-hand products, breaking the associated stereotypes. With campaigns such as "I offer myself", it invites consumers to favor second-hand goods, with the support of influencers to amplify this message.
Towards responsible influencer marketing
By integrating responsible consumption into your strategy, you position your brand as a player committed to promoting 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 get more involved in this shift towards 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 community, which perceives them as role models and reliable sources of recommendations. They can thus encourage more sustainable consumption choices.
What are the main challenges for influencers in their ecological transition?
Key challenges include the risk of being accused of greenwashing, 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 the 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 stories of personal transitions to sustainable living are particularly effective.
What are the benefits for brands of collaborating with engaged influencers?
Collaborating with engaged influencers strengthens brand image, attracts environmentally conscious consumers, and improves the credibility of responsible communication campaigns.
How do consumers react to responsible messages from influencers?
Consumers are generally receptive, but demand transparency and concrete actions. They become suspicious if messages seem opportunistic or contradictory to the influencer's practices.
What are some examples of influencers who have successfully made their ecological transition?
Influencers like Enjoy Phoenix and Léa Élisabeth have adopted more responsible practices by reducing unethical partnerships and sharing content focused on sustainability.
What is disinfluence and how does it influence consumption?
Disinfluence is about discouraging overconsumption and promoting sustainable alternatives. This movement encourages an ecosystem where purchasing decisions are based on informed and 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 ecological actions on a daily basis.
You are an influencer and you want to collaborate with a brand for a influencer marketing campaign ?
Contact us via our ValueYourNetwork instagram account so that we can offer you influencer marketing with our partner brands!