The illusion of the green idyll: when influencers become advertising space for fake sustainability
Imagine your favorite influencer praising a new "eco-friendly" yoga mat on Instagram. Looks great, sounds great. But then you do some research and find out that the production conditions are anything but fair or the materials are harmful to the environment. Bam! Your trust is gone. That's exactly the problem with greenwashing. Influencers, who are actually valued for their authenticity, become a projection screen for empty promises and hypocritical campaigns.
The response is not without consequences: a whopping 66 % of participants in a German survey clearly stated that they avoid companies and products that have been caught greenwashing.
Want to take a look at the climate promises made by large corporations? Often just hot air, as the "Corporate Climate Responsibility Monitor 2023" has already proved. The study took a close look at the "net zero" and "carbon neutrality" declarations of 24 global heavyweights (IT, automotive, food, etc.) - with a devastating result: not a single company was really credible. Instead of the 43 percent reduction in emissions by 2030 that is actually required, 22 of them are only aiming for a meagre 15 to 21 percent . The tactic behind this: Smokescreens in the form of unclear announcements, embellished figures, appropriate marketing and dubious CO₂ deals. This is greenwashing at its best. But what does this mean for social media, content creators and corporate influencer marketing?
The hard-hitting consequences: More than just a few nasty comments
Greenwashing is no harmless marketing faux pas. It has far-reaching consequences that go far beyond a negative comment under an Instagram post:
- A stab in the back for credibility: Influencers thrive on their trust. Those who indulge in greenwashing risk their entire reputation and lose their followers to more authentic voices.
- The storm of indignation - shitstorm as a digital receipt: The internet is merciless. Greenwashing that has been exposed quickly leads to massive shitstorms that spread like wildfire and cause lasting damage to the image of the brand and influencer.
- Image disaster and calls for boycotts: Companies that rely on greenwashing risk massive damage to their image. Consumers feel betrayed and react by calling for a boycott and turning away from the brand.
- Legal consequences and competitive disadvantages: Legislators around the world are becoming increasingly vigilant when it comes to misleading environmental claims. There is a risk of warnings, lawsuits and severe penalties, which can be costly for the company.
- The loss of future viability: Genuine sustainability is increasingly becoming a decisive competitive advantage. Those who rely on greenwashing not only miss out on this trend, but also risk losing out in the long term.
The way out of the greenwashing trap: authenticity as the new compass
But it can be so much better! Brands can be successful in influencer marketing in the area of sustainability - if they focus on genuine authenticity. Here are a few strategies for credible collaboration:
- Influencer matching with depth: go beyond superficial criteria. Analyze the influencer's values, beliefs and actual lifestyle. Do they really fit in with the sustainable direction of your brand? Are there any previous statements or actions that contradict this?
- Long-term partnerships with purpose: Short-term campaigns often seem artificial. Invest in long-term relationships with influencers who share your sustainable vision and integrate it authentically into their everyday lives. Accompany them on the path to greater sustainability and let them communicate their progress credibly.
- Narrative instead of pure product placement: Encourage influencers to tell real stories about your sustainable efforts. What are the production processes like? What challenges do you face? What positive effects does your commitment have? Authentic stories touch and convince.
- Influencers as ambassadors for your values: Actively involve influencers in your sustainability initiatives. For example, let them visit your production facilities, take part in workshops or participate in environmental projects. This makes them credible ambassadors for your values.
- Transparency as a foundation: Be honest about your strengths and weaknesses in the area of sustainability. Communicate openly where you stand and what goals you have set yourself. Accept criticism and show that you are willing to continuously improve.
- Influencers as multipliers for facts: When it comes to climate issues, work with influencers who have an in-depth understanding of the subject matter or are experts in the field. Avoid purely expressing opinions and instead focus on facts and scientifically sound information. Support influencers in explaining complex issues in an understandable way.
- Networking with the community: Promote the exchange between influencers, your brand and the community. Initiate joint campaigns, call for sustainable action and create a platform for discussion and engagement.
Real sustainability wins - even in influencer marketing
Greenwashing is a dead end. Authenticity and a genuine commitment to sustainability are the key to long-term success in influencer marketing. Brands that understand this and work with influencers as equals can not only strengthen their image, but also make a valuable contribution to a better future. It's about taking responsibility, being transparent and shaping a sustainable movement together with influencers and consumers. The time of green appearances is over - now it's the green core that counts. And this can develop immense appeal in influencer marketing.
Genuine sustainability and authentic influencer collaborations are no coincidence, but the result of a conscious strategy. Influencer marketing software solutions such as IROIN® by Stellar Tech play a crucial role in this by helping brands to find the right, authentic influencers and build long-term, credible campaigns. And greenwashing is also ruled out right from the start. Not really that difficult, is it? ;)