Social media in our daily lives is becoming more centrefold than ever before. Our shopping is done online, inspiration for cooking and working out, and now for more people, their jobs are also completely operational from their computers and cell phones. With more people scrolling, the more direct influence social media has on their buying habits and daily activities. And these variables have a direct influence on the environmental impact each of us has.
The platform to provide knowledge and expertise was once delivered from governments or large corporations through advertisements and recommendations. For example, the Canadian Food Guide was once the only tangible advice consumers had for healthy eating habits. Today, dietitians, celebrity weight loss consultants, models and fitness instructors are now directly organised through consumer to consumer relations. These individual entrepreneurs see this opportunity in marketing through social media.
“Influencers” throughout the Instagram virtual world are paid promoters, advertising products to other consumers that follow their page. Consumers that identify with these people, follow, like and encourage them see the use of certain products. One prominent celebrity, with 121M followers, was recently advertising Febreze and announcing a giveaway to her followers. Febreze is made entirely from a plastic bottle that risk ending up in landfills. It is also on the Environmental Working Groups’ list of toxic household cleaners with 89 air contaminants. One chemical, nonylphenol ethoxylate not only disrupts the hormone system in humans, but persists in the environment and is incredibly toxic to aquatic life. What this celebrity might see as a large pay-check and innocent post, is harming impressionable consumers, filling landfills and destroying wildlife.
Tik Tok is another app that has a plethora of young people around the world viewing 60 second clips of consumerism and advertising. A quick look will see a push towards “fall must haves”, “looking good on a budget” and “cheap finds”. Fast fashion has been declared part of an Environmental Emergency by the UN Forum. The fashion industry is the world’s second largest user of water and produces 20 percent of global wastewater. It also produces around 10 percent of global carbon emissions — more than all international flights and maritime shipping combined.
“Food fads” have also emerged, with the fitness Instagram realm promoting pre-made food, separated into plastic containers. as well as the keto diet with high amounts of red meat consumption. Increasing meat consumption is a well-known environmental stressor, as animal agriculture is responsible for 18% of all greenhouse gases.
With each advertisement and post comes a price. Consumerism continues to be on the rise all around with world, with packages getting to our door step the same day they were purchased. So, who’s job is it to regulate online marketing? Companies are busy making money and governments as well. The influencers themselves are focused on their pay-check from these companies to care about the destruction of our plant. But who’s job must it be?
For one of the first times in market history, the power balance has been equalised. Consumers can now pick and choose what they want to buy, and what they wish to believe. No longer do we rely on government recommendations, as we have knowledge right at our fingertips. The knowledge that consumers wish to believe is directly influenced by what they want to know. “We”, being the consumer, mostly young professionals and students, those who spend a great deal of time, consuming information, entertainment, and content on social media. We are also the same group of people who face an uncertain future. We are the ones who will feel the true weight of the oncoming climate crisis. Considering these ideas and the time spent on social media and how it is already used to influence behaviour means we have to start thinking about what this engagement could mean for our collective future.
It is not in the hands of influencers attempting to make a buck, governments or billion-dollar companies. It is also the responsibility of the consumer and who they wish to buy from. Are you buying locally? Are there chemicals in the products your buying that can harm wildlife? Is your product ending in a landfill? How was it made? By whom?
Getting these answers is not simple. It requires patience, research and commitment to the environment, social impacts and humanity. There are many available “influencers” who commit to promoting sustainable, healthy options that can help guide you into the right path. These influencers are not here to blindly lead us into temptation of what may be cool or fashionable. They’re people attempting to make their own lives more sustainable and healthier while sharing this knowledge with people. This part of social media has provided the world with an expanded sense of community by awakening the desire to be a part of a green movement. It is how we as collective consumers can take a sustainable marketing future into our own hands.
Article written by Sydney Preston