Top 10 sustainable influencers in the UK (for Earth Day)

Key takeaways

• Sustainability influencers cover a wide range of niches, such as gardening, foraging, zero-waste living, sustainable interiors, beauty, fashion and low-impact travel.
• Engagement rate and audience credibility scores matter as much as follower counts. Several micro-influencers on this list outperform larger accounts in terms of engagement.
• All influencers in this list have at least 35% of their audience in the United Kingdom, ensuring campaigns reach local consumers. 
• Sustainable beauty and fashion influencers include David Evans, Lisa Armstrong OBE and Emily Muir.

Who are the top 10 sustainability creators in the UK? Our methodology

The Kolsquare influencer marketing platform helps brands find influencers who fit their campaigns. It stores insights on influencers with 5,000 or more followers across popular platforms such as Instagram, TikTok and YouTube. We’ve included key insights from the database in this article to help brands understand each creator’s audience, performance and engagement levels. 

For each influencer, we provide the following metrics from the Kolsquare platform:

• Credibility score /100: Kolsquare's Credibility Score rates how active an influencer's audience is out of 100. Any score above 75 is a good sign, indicating that active users, rather than bots or inactive accounts, follow their account.
• Engagement rate: This metric indicates whether the audience is connecting with an influencer’s content. Engagement rates are calculated by analysing what percentage of an influencer's followers interact with their posts through comments, shares and likes. Engagement rates vary significantly depending on audience size and content format.
• Earned media value (EMV): EMV helps define budgets for influencer partnerships. It is an estimate of how much the exposure and engagements from influencer content would have cost to generate through traditional digital marketing channels

This list supports UK brands by including only influencers with at least 35% of their audience living in the United Kingdom, according to Kolsquare data.

Top 10 influencers promoting sustainability to UK audiences

The influencers on our list span multiple sustainability niches, from activism to gardening. What they have in common is that they work towards less waste and greater sustainability.

1. Fern Freud: @foraged.by.fern - Sustainable lifestyle and foraging influencer

Followers: 

• Instagram: 550K
• TikTok: 179K
• YouTube: x
• Location: Sussex, United Kingdom
• Location of the audience: UK (38%)
• Kolsquare Credibility Score: 84/100

Average engagement rate:

• Instagram Posts: 0.6% | Instagram Reels: 1.8%

Earned media value:

• Instagram Posts: €9.62K
• Instagram Reels: €17.3K
• Instagram Stories: €1.5K

Recent collaborations: Over the past 6 months, Freud has collaborated with search engine Ecosia, vitamin retailer BetterVits and commercial fundraisers Omaze. 

Fern Freud is a forager, wild food educator and nature content creator based in Worthing, West Sussex. She founded Foraged By Fern in 2019 and has since opened a foraging centre that runs guided seasonal walks, workshops and foraging holidays. Her content includes wild food recipes, plant identification and a slower lifestyle. Freud believes that foraging reconnects people with nature and develops genuine environmental consciousness.

Freud's audience skews female (82%), and 40% of her followers are in the 25–34 age bracket.

2.David Domoney: @daviddomoney - Sustainability gardening influencer on Instagram and YouTube

Followers: 

• Instagram: 157K
• TikTok: 75K
• YouTube: 317K
• Location: Greater London, United Kingdom
• Location of the audience: UK (72%)
• Kolsquare Credibility Score: 74/100

Average engagement rate:

• Instagram Posts: 0.09% | Instagram Reels: 0.49%

Earned media value:

• Instagram Posts: €1.6K
• Instagram Reels: €1.5K
• Instagram Stories: €431

Recent collaborations: Over the past 6 months, Domoney has mentioned the RSPB, window and door retailers Everest Home and the Ideal Home Show. 

David Domoney is a Chartered Horticulturist, bestselling author and television presenter with over 40 years of horticultural expertise. Best known as co-presenter of ITV's Love Your Garden and a regular expert on This Morning, he's on a mission to share practical gardening advice. His social media shares the same goal—featuring simple tips and in-depth tutorials about all things gardening. 

Most (75%) of his audience are women, and his followers are evenly split in age between 25 and 64.

3. Sophie Harvey: @sophieharveycurated - Sustainable interior influencer

Followers: 

• Instagram: 202K
• TikTok: x
• YouTube: x
• Location: Greater London, United Kingdom
• Location of the audience: UK (53%)
• Kolsquare Credibility Score: 84/100

Average engagement rate:

• Instagram Posts: 1.1% | Instagram Reels: 0.83%

Earned media value:

• Instagram Posts: €4.6K
• Instagram Reels: €2.7K
• Instagram Stories: €552

Recent collaborations: Over the past 6 months, Harvey has mentioned the Little Green Paint Company and the National Trust. 

Sophie Harvey is the editor of Preloved Magazine, a UK publication dedicated to sustainable interiors. But that’s not her only role. She’s a stylist, photographer and content creator. While much of Harvey’s content focuses on design, she doesn't shy away from the personal, sharing personal insights about materialism, ageing, and how to live a good life. The majority (92%) of her audience is women, and most of her followers are millennials. 

4. Kerry Maule: @positivelygreenliving - Sustainable influencer on TikTok popular with Gen Z audiences

Followers: 

• Instagram: 59K
• TikTok: 62K
• YouTube: x
• Location: London, United Kingdom
• Location of the audience: UK (44%)
• Kolsquare Credibility Score: 86/100

Average engagement rate:

• Instagram Posts: 0.3% | Instagram Reels: 12.5%
• TikTok: 3.1%

Earned media value:

• Instagram Posts: €988
• Instagram Reels: €20K
• Instagram Stories: €118
• TikTok: €2.8K

Recent collaborations: Over the past 6 months, Kerry Maule has mentioned tech brand Hitachi, volunteer experience center World Packers, and Vegan Surf Camp. 

Kerry Maule runs Positively Green Living, a platform on a mission to make living sustainably easier. Her content covers practical eco tips, zero-waste swaps and green lifestyle advice. Maule's Reels, in particular, generate strong engagement with a highly credible audience. 

Most  (80%) of Maule’s audience are women. With 51% of her TikTok followers aged 18-25, she connects well with eco-conscious Gen Z audiences. 

5. Stephanie Hafferty: @stephaniehafferty - Sustainable gardener and homesteader

Followers: 

• Instagram: 46.8K
• TikTok: x
• YouTube: 10K
• Location: Wales, United Kingdom
• Location of the audience: UK (43%)
• Kolsquare Credibility Score: 79/100

Average engagement rate:

• Instagram Posts: 0.5% | Instagram Reels: 0.5%

Earned media value:

• Instagram Posts: €1.0K
• Instagram Reels: €677
• Instagram Stories: €93

Recent collaborations: Hafferty rarely shares sponsored content. But over the past year, she has collaborated with the Welsh Government and clothing brand Rosehip Design. 

Stephanie Hafferty is an award-winning organic gardening expert, writer, speaker and homesteader based on a farm in rural Wales. She is an expert in homesteading and edible gardening, and she is the author of No Dig Organic Home and Garden and The Creative Kitchen. Her content is practical, accessible and teaches people how to grow food sustainably.

Hafferty’s followers are 71% women. Her followers’ ages are evenly spread between 25 and 64. 

6. Michael Griffiths: @themichaelgriffiths - UK male sustainability influencer

Followers: 

• Instagram: 425K
• TikTok: 329K
• YouTube: x
• Location: Bristol,  United Kingdom
• Location of the audience: UK (57%)
• Kolsquare Credibility Score: x

Average engagement rate:

• Instagram Posts: 0.3% | Instagram Reels: 0.3%
• TikTok: 0.6%

Earned media value:

• Instagram Posts: €13.5K
• Instagram Reels: €6.3K
• Instagram Stories: €1.1K
• TikTok: €5.5K

Recent collaborations: Over the past 6 months, Griffiths mentioned Dobbies Garden Centres, The RHS, and Vinted. 

Michael Griffiths is a popular gardening creator, whose Instagram audience has grown 19% over the past year. Based in Bristol, he creates short, practical how-to videos for beginners and busy homeowners. He is the author of The Easy Garden and is part of a new generation of voices in digital gardening. Over half (53%) of Griffiths' followers are female, and most are millennials. 

7. Luci Norris: @vanlifewithluci - Sustainable van life and travel influencer

Followers: 

• Instagram: 54K
• TikTok: x
• YouTube: x
• Location: United Kingdom
• Location of the audience: UK (70%)
• Kolsquare Credibility Score: 83/100

Average engagement rate:

• Instagram Posts: x| Instagram Reels: 0.29%

Earned media value:

• Instagram Posts: €989
• Instagram Reels: €352
• Instagram Stories: €109

Recent collaborations: Over the past six months, Luci has mentioned Ripe Insurance, campervan and RV rental company Travellers Autobahn, and travel experience app Headout. 

Luci Norris is an adventurer and content creator documenting low-impact travel through van life, hiking and wild camping. She shares snapshots of her free life traveling in a self-converted van. Norris focuses on meeting the basic needs of travel rather than consumerism and fast fashion. 

Most (65%) of Norris’s audience consists of women. Her followers spread evenly between age groups. 

8. Charlie Gill: @lifebeforeplastic_   - Sustainability tips and product reviews

Followers: 

• Instagram: 55K
• TikTok: 8K
• YouTube: x
• Location: Manchester, United Kingdom
• Location of the audience: UK (37%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 1.1% | Instagram Reels: 1.7%

Earned media value:

• Instagram Posts: €1.9k
• Instagram Reels: €1.7k
• Instagram Stories: €131

Recent collaborations: Over the past 6 months, Gill has mentioned tech resellers Back Market, Fair Trade UK, and soft drink brand Hip Pop. 

Charlie Gill is a Manchester-based sustainability and social justice content creator. She’s the co-founder of Life Before Plastic, a shop selling sustainable products. Her content includes activism, zero-waste swaps, eco-product reviews and sustainability tips, which she delivers direct-to-camera. Gill’s audience is 80% female, and 38% of her followers are aged 25-34. This makes her a candidate for brands wanting to connect with younger audiences interested in the low-impact movement. 

9. Thomas Radford: @eatthecountry - Sustainable food influencer

Followers: 

• Instagram: 134K
• TikTok: 175K
• YouTube: 2K
• Location: London, UK
• Location of the audience: UK (41%)
• Kolsquare Credibility Score: 86/100

Average engagement rate:

• Instagram Posts: 0.1% | Instagram Reels: 0.2%

Earned media value:

• Instagram Posts: €1.5K
• Instagram Reels: €731
• Instagram Stories: €367

Recent collaborations: Over the past 6 months, Radford has shared sponsored posts featuring the mushroom tincture brand Mogo Farm, and he has mentioned food markets and restaurants offering local produce, such as Rockfish and Pob Hotels. 

Thomas Radford is the founder of the wild food and sustainable seasonal-eating account, Eat the Country. He runs foraging walks and creates content that explains what wild foods are safe to eat and how to cook them. While he's on a mission to help people eat more sustainably, Radford’s content is funny and accessible, including songs and unusual ways to use plants. 

Most (64%) of Radford’s audience is male, and 40% are aged between 25 and 34. 

10. Roz Chandler: @fieldgateflowers - Sustainable florist

Followers: 

• Instagram: 231K
• TikTok: x
• YouTube: x
• Location: Milton Keynes, United Kingdom
• Location of the audience: UK (70%)
• Kolsquare Credibility Score: 88/100

Average engagement rate:

• Instagram Posts: 0.06% | Instagram Reels: 0.11%

Earned media value:

• Instagram Posts: €2.4K
• Instagram Reels: €1.3K
• Instagram Stories: €631

Recent collaborations: Over the past 6 months, Chandler has shared sponsored content for Beachcomber Hotels, Giraffe Tools, and AirMaritius

Roz Chandler is an organic flower farmer, florist, author and podcaster based in Milton Keynes, and the founder of Field Gate Flowers. She champions British-grown, seasonal blooms on a mission to encourage shoppers to choose sustainable alternatives to imported cut flowers. Chandler’s audience is mostly women (92%), evenly distributed across age groups. 

Bonus: List of five UK sustainable beauty and fashion influencers (male and female)

This bonus list removes the credibility score filter, focusing instead on sustainable beauty and fashion creators with at least 30% of their audience in the UK.

Here are five sustainable fashion and beauty influencers:

• 1. Lisa Armstrong OBE (@misslisaarmstrong, 60K followers, Instagram): Fashion Director at The Daily Telegraph and longstanding champion of sustainable, cruelty-free beauty, Armstrong brings editorial authority and mainstream reach to sustainable fashion content. Most (80%) of her followers are women, and her Kolsquare Credibility Score is 66/100. 
• 2. Theresa Gromski (@theresa_gromski, 161K followers, Instagram): An award-winning artist and content creator, Gromski shares content around sustainable home décor and fashion, built around her ethos that “a beautiful home doesn't need to cost the earth.” Her audience is 91% female, and she has a credibility score of 75/100.
• 3. Emily Muir (@emily.j.muir, 150K followers, TikTok): A London-based creative producer and sustainable fashion content creator, Muir is known for upcycling tutorials, thrift flips and candid mini-vlogs that make eco-conscious style feel fun. Her Instagram Reel engagement rate is 4%, and she has a 61% female audience.
• 4. David Evans (@greyfoxstyle, 48K followers, Instagram): Evans champions vintage clothing, British-made brands and quality-over-quantity dressing. His audience is 78% male, and he has a 0.7% engagement rate and a credibility score of 68/100.
• 5. Penny Hindle (@pennymh_, 28K followers, TikTok): A sustainable fashion and beauty creator on TikTok with a 93% female audience, a credibility score of 79/100 and a 2.7% engagement rate.

You can discover audience credibility and engagement rates for sustainable beauty and fashion influencers using the Kolsquare Chrome Extension. 

Which celebrities are known for promoting sustainability?

Several well-known figures have used their platforms to promote environmental action and sustainable living. David Attenborough has spent decades raising awareness of the climate crisis. Actress Emma Watson has been a vocal advocate for sustainable and ethical fashion, and Vivienne Westwood built her brand around climate activism. In the US, music artist Billie Eilish has partnered with eco-conscious brands. In the UK, King Charles III has championed sustainable farming and business practices for over four decades. 

Who is a sustainability influencer?

A sustainability influencer is a content creator who uses their platform to promote environmentally conscious living. They cover topics such as zero-waste lifestyles, eco-friendly products, sustainable fashion, organic gardening, low-impact travel journeys, social justice and climate action. They build communities around shared values and are trusted by their audiences thanks to their expertise and passion for sustainability. 

Sustainability influencers typically demonstrate their values through their daily choices, making them credible partners for sustainable brands. These creators can have any number of followers, spanning from nano-influencers to mega-influencers. Sustainability influencers include Fern Freud, David Domoney and Charlie Gill. For brands, these creators can play a crucial role in explaining sustainable products to audiences.

Who is the most successful UK sustainability influencer?

The answer depends on the definition of success. By follower count and engagement, macro-influencer Fern Freud (@foraged.by.fern, 550K followers, Instagram) is a prominent sustainability creator, combining foraging, wild food and nature connection into content that resonates with a broad audience. 

Michael Griffiths (@themichaelgriffiths, 425K followers, Instagram) has grown rapidly since 2023 with accessible gardening content. For long-term credibility and editorial reach, micro-influencer Lisa Armstrong OBE (@misslisaarmstrong, 60K followers, Instagram) has promoted sustainable choices across social media and the press. 

Find sustainable influencers for your next influencer campaign

Sustainable influencers give brands access to audiences who actively seek out content that aligns with their values. But campaign success depends on more than finding a creator who posts about the environment. Brands need deep insight into the influencer and their audience, including engagement rates, credibility scores, audience location and demographics, to develop partnerships that perform.

Kolsquare gives you everything you need to find the right sustainability creators for your brand. Discover influencers by niche, audience demographics and engagement data, and track campaign performance in real time with EMV, reach and conversion metrics. Book a demo to get started.