Sharing information about leisure activities, social life or consumer habits is a daily occurrence on social networks. And one of those habits is precisely consuming in a more sustainable way. Data shows that the number of consumers who would pay more for an ecological or sustainable product has risen from 49% in 2011 to 57% in 2019. This is the reason due to which a survey carried out by the global agency We Are Social, mentions social networks as one of the spaces where users most seek information about this type of product.
Other topics of interest: Plastics and fashion come together to create a more circular and sustainable sector
Social media is certainly the place where eco-consumers (those who state they try to buy organic/natural products and would pay more for sustainable/ecological products) search for information about products and services. Globally, around four out of ten eco-consumers mention they mainly go to these social platforms, making it 10% more likely that they purchase these types of products than the average internet user.
Who are the real sustainability influencers
The fact is sustainability has taken over our life and how we consume. Consequently, as awareness of this issue grows, so does the pressure on brands, institutions and governments to take action and respond. In a survey conducted by GlobalWebIndex, the UK and US consumers surveyed said they felt more responsible for the future of the planet, but 52% believed the responsibility lay with manufacturers or production agencies.
It is also behind the emergence of green influencers, those who share their healthy alternatives and ‘green’ consumer and lifestyle products. However, although the power of these platforms continues to increase, according to a report by Kantar (2020), it is not these figures that most affect people’s real behaviour in terms of sustainability. They rank second on a list of the eight categories of people who most impact our behaviour towards the environment.
The real influence on us and our environmental awareness are firstly children, followed by friends, partners and parents. At the bottom of this list are politicians and celebrities. For those under 35, their partner is the main influence, followed by friends and parents, which shows that generational influence occurs in both directions. In conclusion, we are much more guided by the people who are part of this closer circle that is based on trust and social cooperation.
