Kolsquare, where Brands and +1M influencers find their perfect match. On 4 Social Networks.

Contact eco-friendly and environmental influencers (2019)

Will we all be environmentalists in the future? Influencer marketing is beginning to play a part in new consumer habits.
#influencermarketing
3 min
CONTENT
  • Ford
  • Kelloggs
  • Netflix
  • Pilot
  • Wargaming
  • Vinted

Simone Pérèle campaign - Reinforcing the credibility of an aspirational message through the right influencers

Download case study

Will we all be environmentalists in the future? More and more people are turning to eco-friendly consumption habits each year, and the ecological theme is spreading through all aspects of society, from politics to our social networks with new influencers.

Committed digital micro-influencers

Over 5% of French people identify as vegetarians or vegans and this figure is constantly increasing each year. A vegetarian diet and vegan lifestyle have dovetailed into the largest movement of healthy influencers.

It’s not always easy to make this transition, which is why many internet users closely follow these healthy and ethical food gurus such as Cléa Cuisine. With recipes, restaurant recommendations and advice, vegan influencers support their community on a daily basis.

This 100% plant-based lifestyle is closely connected to an ecological commitment. These influencers include ardent environmental campaigners with the #0Waste movement in particular.

In France, over 450kg of waste is produced per person per year, including 277kg of household waste. A terrifying figure that the 0 waste influencers’ community aims to put right.

This also calls for a radical lifestyle change. This committed influencers have an educational, community-based approach to help guide their followers in their everyday lives, often via lots of DIY tutorials and recycling guides.

One of the movement’s leading figures, Béa Johnson is a blogging influencer and speaker who specialises in the 0 waste lifestyle. She has almost 271,000 followers on social networks.

Plastic bags, make-up remover pads, tissues… being 0 waste is all about being conscious of what you leave behind. Originally led by a handful of radical ecologists, the movement is growing and entire families are now signing up to 0 waste.

As the leading worldwide environmental protection organisation, the WWF has called upon many ecological influencers to support their campaign to protect the environment. A campaign which has had an effect.

Famous influencers who defend the environmental cause

In addition to digital influencers, celebrities have been involved in defending the environment for a long time.

The American businessman and politician Al Gore was one of the first to raise awareness of this subject. With over 3.27 million followers on Twitter, he is still a leading voice on climate change issues.

Hollywood stars have also joined the ranks of environmentalists. With a community of over 57 million followers, the actor Léonardo di Caprio uses networks to raise awareness of the environment rather than promoting himself. In particular, he is involved in over 70 projects around the world looking at a variety of fields (oceans, forests, wildlife and climate). What more could you want?

In France, the journalist and former TV commentator Aymeric Caron has relaunched the anti-speciesism movement by publishing a book on the subject and regularly talking about it on Twitter. He is closely followed by a community of over 65,000 fans of this theory, which advocates absolute equality between all living species.

Eco-responsible brands

This green wave has seen the emergence of organic agriculture and new ethical and environmentally-friendly brands. These have understood the relevance of offering organic products that respect the environment and are locally produced where possible, following the principles of fairtradeSocial networks are a effective way of communicating their commitment to good causes.

Lush based its marketing on animal rights. The brand offers 100% vegetarian hand-made products which are not tested on animals and use minimum packaging.

Others have entirely built their brand around these ecological principles. This being the case for Too good to go, an app enabling people to collect unsold items from food stores. A great way to fight food waste.

Generally speaking, organic and fairtrade food is becoming increasingly popular, making its way onto supermarket shelves. In 2016, fairtrade represented 42.8% of product sales, and this market is worth over a billion euros in France. Great financial potential meaning that these issues certainly need to be considered.

The world of beauty is also joining in. Cosmetics brands are turning green. Monoprix markets the Boho Green make-up brand which is organically produced and 100% natural, without excess packaging and designed to care for the environment.

In addition to second hand shops, fashion is also becoming increasingly ethical and in line with the Made in France concept.

Consumers are now increasingly becoming ‘activist consumers‘. The more they become aware of their impact on the environment, the more demanding they become. Committing your brand to a 100% eco-friendly approach helps you win over this growing section of the population.