Last week, Unilever launched its research report sharing insights on the impact of social media platforms and Influencer Marketing campaigns on social behaviours around the issue of sustainability. 

The report deep dives into how brands can maximise the influence of social media and sustainable life choices.

The sustainability of social media

Two Unilever brands that are trailblazing sustainable consumer choices are Dove and Hellmann. Both brands have tapped into the power of Influencer Marketing to share the important message of reducing food waste and using less plastic.

Hellmann has taken to TikTok to tackle the issue of food waste and launch the new ‘Smart Jar’ creation which indicates when the fridge is at an appropriate temperature to maintain food freshness. Partnering with sustainable content creators including @maxlamanna and @lagomchef to inspire audiences. 

Whilst Dove shared their mission to save and reuse plastic as well as buying refillable products as part of their influencer marketing strategy. This campaign saw creators such as @goingzerowaste_ promoting the Dove Hybrid Refill Bottle to encourage viewers to avoid single-use plastics.

Another brand paving the way for greener initiatives is La Vie, the award-winning plant-based bacon producer on a mission to challenge conventional eating habits. Digital Voices partnered with La Vie during Veganuary and the impressive campaign reached over 5 million TikTok impressions encouraging new audiences to join the movement.

But how are audiences reacting to this approach?

A whopping 75% of people stated that they are more likely to take up behaviours to help save the planet after watching social media content about sustainability. Whilst, 83% think TikTok and Instagram are good places to get advice about how to live sustainably. 

Moreover, 78% of people say they are more likely to be encouraged to make more sustainable lifestyle swaps from content found on social media over TV documentaries, news articles and government campaigns.

Key Learnings:

The root of this successful shift is trust. Particularly among Gen Z audiences who believe influencers bridge the gap between brand messaging and consumers. 

The authenticity of creator content, as well as the immediate access for followers, creates an opportunity for seamless and more natural exposure to educational content encouraging sustainable lifestyles - especially when there is an existing audience!

One of the most effective ways to get your messaging across is to implement an Influencer Marketing strategy that allows space for creative freedom. Both Dove and Hellmann offered up the floor for a variety of content to be produced that was a natural fit for each influencer’s audience whether they are the ‘climate-optimist’ or the ‘climate-pragmatist’.

Discover more insights on when sustainable trends in our recent report.