Ethical influencer marketing in 2026: how to run responsible, compliant campaigns

Brands can implement several strategies to minimize the environmental impact of their influencer marketing efforts:

• Optimise Content Formats: Use compressed images and short, engaging videos to reduce data usage.
• Choose Local Collaborations: Partner with local influencers to minimise transportation emissions.
• Batch Content Production: Plan multiple campaigns during a single shoot to reduce travel and resource use.
• Leverage Existing Content: Repurpose user-generated content to minimize the need for new productions.
• Reduce Mass Gifting: Limit unsolicited product shipments to decrease transportation emissions and waste.

Implementing these practices can lead to more sustainable influencer marketing campaigns.

The Paris Agreement, adopted in 2015, aims to limit global warming to well below 2°C, with efforts to stay within 1.5°C. By measuring and reducing the carbon footprint of influencer marketing campaigns, organisations contribute to this global goal by decreasing their greenhouse gas emissions. This alignment demonstrates a commitment to international climate objectives and aligns with CSR principles and goals.

Influencer marketing contributes to the digital carbon footprint through several activities:

• Content Creation and distribution: Producing high-quality photos, videos, and other media, and sharing content across platforms requires data transmission and storage, which consume energy.
• Product Shipments: Sending products to influencers for reviews or promotions involves transportation emissions.
• Event Hosting: Organising events for influencers can lead to significant energy use and associated emissions.

It is difficult to find global data to answer this question. However, French research from 2022 shows that if current trends were to continue without intervention, the carbon footprint of digital technologies could increase by 60% by 2040, potentially accounting for up to 6.7% of the nation's carbon footprint.

To align with global climate objectives, emissions from the broader digital sector must be slashed by nearly half by 2030, according to the World Bank, which says the sector is headed in the right direction as a leader in renewable energy adoption, accounting for 60 percent of renewable power purchases in 2021.

The digital ecosystem is estimated to contribute between 2% and 4% of global carbon emissions through various channels:

• Data Centers store and manage vast amounts of data, consuming substantial energy and often relying on non-renewable sources.
• Content Delivery Networks (CDNs): CDNs facilitate the rapid delivery of digital content but require considerable energy to operate.
• User Devices: The production, usage, and disposal of smartphones, tablets, and computers.
• Networking Infrastructure: The global network of servers, cables and satellites that enable internet connectivity.

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Kolsquare has partnered with carbon impact business solution Sami to develop a calculator capable of aggregating the emissions produced by various elements of the creation and diffusion of an influencer marketing campaign. To function correctly, it requires input of data such as number of KOLs in a campaign, gifted products, travel and accommodation, electronic equipment, type of content produced, and so on.

The planet is heating up fast. Global temperatures have already risen by 1.1°C, and if we don’t act now, we’re on track to exceed 1.5°C within the next two decades (IPCC, 2023). The digital industry, including social media and influencer marketing, is a growing contributor to global carbon emissions. While we often think of sustainability in terms of manufacturing or transport, the reality is that every like, share, and video view comes with an environmental cost.

Measuring the carbon footprint of influencer marketing campaigns is the first step to understanding the environmental impact of digital activities. By quantifying emissions from content creation, data storage, distribution, and related processes, organisations can identify areas to implement more sustainable practices, thereby reducing their overall carbon footprint. By tracking emissions, brands and agencies can pinpoint areas for improvement, adopt more responsible practices, and make their campaigns both impactful and sustainable. 

Influence has power. Let’s use it responsibly! Start measuring the carbon footprint of your campaigns today and let’s drive change together.