As Black Friday nears, sustainability gains momentum, highlighted by COP26 and a surge in online engagement. Brands must genuinely embrace sustainable practices, ensuring transparency and partnering with authentic influencers to stay relevant and impactful.
Published On: November 17, 2021
In our new three part series, we’re highlighting the different ways that social media is crucial to the fight for a more sustainable future.
As we approach Black Friday on the 27th November, an annual day associated with mass consumption, it’s never been more important for both brands and consumers alike to authentically embrace the ethos of sustainability. In light of the increasingly damaging impact our buying habits have on the planet, influencer marketing is a necessary tool for both brands and consumers to promote sustainable shopping habits. With COP26 bringing further attention to the urgent need for a collective effort to address climate change, brands must re-evaluate the true meaning of embracing sustainability across the board. It’s time for brands to work towards becoming a part of the solution and prioritise driving conversations around sustainability.
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This month all eyes were turned to COP26, the 2021 United Nations Climate Change Conference, where world leaders gather to discuss our impact on the planet and aim to agree on global solutions. Held between 31st Oct – 12th Nov, this event offers a timely opportunity for world leaders to come together for the first time since the pandemic and reflect on humanity’s impact on the planet. Wearisma data reveals that this year interest in the conference has skyrocketed with the total number of influencers posting about #COP26 already 3x more than #COP25 in Q4 2019 – and we’re not even near the end of the quarter. Bringing attention to a widespread demand for action, this statistic calls upon brands to answer this call to action and make further commitments to functioning sustainably.
According to Wearisma data
With sustainability forming an increasingly important part of the conversation in our online community, implementing a sustainable brand strategy is essential to forming a successful and resilient brand identity in the modern day. Brands must take action and activate sustainable values as an integral part of their ethos, across everything from how products are marketed to behind-the-scenes business operations. As always, transparency is everything; being open about how products are made and exactly who they are working are important steps all brands should be taking.
With sustainability forming an increasingly important part of the conversation in our online communities, it’s essential for brands to implement these values into their marketing strategy.
In a recent interview with Talking Influence, our CEO and Founder Jenny Tsai reflects on the emerging need for brands to authentically engage with social causes in their marketing strategies:
Shouting ‘sustainability’ from rooftops but doing nothing that impacts your own brand’s day-to-day strategies – whether that is marketing or product production – is missing the point of this surge in demand for sustainability content. It’s time to realise sustainability is more than just a buzzword; rather, it’s a call to action to prioritise our relationship with the planet. We have now entered an era where sustainability has evolved beyond a buzzword reserved for niche clothing brands into an essential consideration for brands and influencers hoping to remain relevant in the current online sphere
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.
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WeArisma is a specialist in precision earned media and influencer marketing trusted by leading brands and agencies globally. We leverage cutting-edge AI and unparalleled global data and insights to predict creative strategies that drive brand influence, grow communities, and optimize business results—removing guesswork, reducing risk, and ultimately driving real business growth.
