Who wants influencer skin? In addition to Booba and the government bill that wants to regulate certain practices to prevent harmful abuses, content creators are regularly placed in the same basket, often assimilated to the worst reality profiles promoting dropshipping and medical tourism.
A recent study by Unilever, the global food and cosmetics giant, studied the impact of some influencers on consumer behavior in relation to sustainable development. And the results are more positive than anyone could have feared.
75% of people believe that green content on the networks inspires them to improve their habits for the environment
Unilever teamed up with scientists who are experts in human behavior to consider environmentally conscious influencers and their communities. In collaboration with the Behavioral Insights Team (BIT), the world’s leading governmental institution dedicated to behavioral science, this study surveyed 6,000 UK, US and Canadian consumers to assess the potential impact of engaged content creators on their habits, as reported FashionUnited.
It follows that 75% of respondents were more likely to adopt green behaviors after seeing sustainability content on social media.
In this group, 78% say content creators influence their green choiceswhich is much more than the influence of television documentaries (48%), articles (37%) or government campaigns (20%).
TikTok and Instagram seem to be useful platforms for finding and exchanging advice on how to live more sustainably for 83% of those interviewed (and even 86% for young people aged between 18 and 34).
A more direct link between green recommendations from influencers and their community adoption
Influencers can inspire environmental action in concrete ways, according to this Unilever study with the Behavioral Insights Team. Users appreciate dealing with telling facts and figures, but also with more pragmatic content to change things.
For 69% of them, exposure to practical content made them want to apply the advice in their daily livesFor example.
Professor David Halpern, managing director of the Behavioral Insights team, says in the press release related to this research:
“This study is the first of its kind in the world and the largest online controlled study to test the effect of different styles of content shared on social media. The potential for behavior change through social media is clear, and the results show that there are huge possibilities, providing fertile ground for further exploration in this area. »
Note, however, that the study was commissioned by Unilever (then judge and jury), which therefore has an interest in demonstrating that influencer marketing can have a positive impact on the consumption habits of the general public.
And this, even if the business model of most content creators is based on encouraging consumption…
Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
