The era of social media has completely revolutionized the way we communicate and promote products, showcase brands, or share experiences.
Currently, traditional media (television advertising, billboards, radio, etc.) have taken a back seat.
Brands and companies are turning to influencer marketing, a new way of advertising and promoting their products through influencers or content creators.
The advantage of the latter? They have an immense impact on their own community: 86% of French people claim to have already purchased a product recommended by an influencer!
However, some influencers stand out due to their strong stance: eco-responsible and engaged influencers. Consuming better while protecting the planet
, this is the new motto of young people aged 18 to 30. In addition to having to offer products that correspond to this new way of thinking, companies cannot do without the eco-influencer, an essential partner in the success of their marketing strategy.
But the success of an influencer campaign is closely linked to the relevance of the choice of the influencer. Beyond their number of followers (whether they are nano-influencers, micro-influencers, or macro-influencers) and their preferred sector (beauty influencer, fashion, health, nutrition, lifestyle, decor, travel…)
The Eco-Influencer, the Trendy Trend of the Moment
The engaged content creator or “eco-responsible influencer” is appealing because they are concerned with promoting brands that sell nature-friendly products or are involved in ethical approaches. They seek to raise awareness and sensitize their followers.
Consuming Better and Sustainably: The Impact of Influencers on Purchases
According to an Ipsos study, 70% of consumers say they are ready to buy products recommended by influencers supporting social or environmental causes. This trend mainly concerns a category of the population very present on social networks (18-30 years old, executives, and city dwellers), and to which “eco-influencers” address themselves, advocating for more responsible and sustainable consumption and lifestyle.
However, be careful: consumers want concrete evidence of companies’ commitment, and a collaboration with an engaged content creator will not be the only factor in purchasing decisions.
Responsible Influence: Towards a Framework for Content Creators
This trend is not only appreciated but also supported by regulatory bodies. At the end of 2022, “the Professional Advertising Regulatory Authority enriched the Responsible Influence Certificate“, inviting influencers to train in the ethical and legal framework of marketing. A way “to ensure transparency on the commercial intentions of shared content, but also to give them rules for certain sectors (cosmetic products, ‘Eating Behaviors’, health, CBD-based products, alcohol, ‘Automotive & Two-Wheeled Motor Vehicles’). When we know that 43% of influencers do not” clearly display sponsored content (study by the Observatory of Responsible Influence), it clearly appears that obtaining this certificate by content creators is a real reassurance factor, both for their followers and for brands choosing to collaborate with them.
Responsible Influencer: Top 5 Content Creators for an Engaged Collaboration
Given the importance for brands to gather an engaged community to help develop products with high social and environmental responsibility, and given that partnerships with quality influencers remain one of the best levers to showcase your products or services, Trustt offers you ethical and engaged influencers committed to sustainable development.
Their approach? Eco-friendly, healthy, and inspiring tips and advice, whether through Instagram posts, TikTok videos, or blog articles to consume better and adopt a healthy and sustainable lifestyle.
@Coline: The Militant, Engaged, and Positive Influencer
402 K followers on Instagram – 382 K followers on Youtube – 127.2 K on TikTok
Coline, probably our favorite among committed influencers! Whether on Instagram or Youtube, Coline shares content that is resolutely engaged and invites personal reflection. Her videos, in the form of vlogs or “favorites”, allow her to share her recent purchases, her opinion on products, or her current thoughts. With naturalness and authenticity, Coline highlights responsible and sustainable brands, advocates for zero-waste, and addresses numerous societal topics (parenthood, vegetarianism, upcycling, money, mental health…). She notably shared her experience with a dietary supplement regimen from the brand Epycure, not hesitating to go into details about the company’s “approach”. And an important point: her collaborations are always clearly mentioned!
@leacamilleri__: the eco-responsible globe-trotter
294 K followers on Instagram / 470 K subscribers on YouTube
Average engagement rate on Instagram: 1.31%
The influencer Lea Camilleri raises awareness among her followers about environmental protection: nature conservation, eco-responsible travel, and committed consumption… she also discusses various societal topics.
But above all, Léa Camilleri is known for her humorous videos posted on her YouTube channel. She has integrated her passion for travel
into her social networks: becoming aware of the importance of taking care of the planet, she shares posts with her followers that demonstrate her ecological commitment. She doesn’t hesitate to show her interest in environmental causes, for example, by participating in protests for climate law. She also mobilizes people around sunscreen, as every year, 25,000 tons of this product diffuse into the oceans, thus contributing to the massive destruction of coral reefs and marine fauna. While raising awareness on ecological issues, the influencer offers solutions, such as applying a 97% biodegradable sunscreen from the Biotherm brand (used by the crew of the Tara Ocean scientific expedition in which she participated). She also advocates for other actions like her participation in the #WeAreTheOrca fundraising alongside other bloggers and influencers. If you want to go on an adventure and travel while respecting your planet, Léa Camilleri is THE ethical and responsible blogger to follow absolutely!
And as a bonus: she obtained the certificate of responsible influence: I decided to take the certificate quite quickly (…) we also wanted to show that it was a real issue
.
@mybetterself: the committed and Body Positive entrepreneur
590 K followers on Instagram / 392 K subscribers on YouTube
Average engagement rate on Instagram: 4.79%
Louise Aubery is multi-faceted! Present on social networks since 2015, she seeks to promote inclusivity and is part of the Body Positive movement. Her YouTube channel is also a means for her to develop engaged topics in more depth (contraception, ethical fashion, health, nutrition, body image, eating disorders, etc). In 2018, she created the podcast “InPower”, in which she hosts inspiring personalities (philosophers, actors, singers, entrepreneurs…). She finally decided to launch her own ethical and inclusive lingerie brand “JeNeSaisQuoi”. Her underwear is made with materials that are respectful of the skin and especially the environment thanks to a thread 100% extracted from Castor oil. “In fact, I was simply tired of having to choose between aesthetic or comfortable lingerie, and especially, rarely inclusive and eco-responsible” writes the young eco-influencer on her brand’s page.
She now brings together a community of 590,000 people through her Instagram account and over 79,000 followers on her brand’s page. She advocates for self-acceptance and wants to raise awareness against the pressure on women’s image. Her line of ethical clothing is designed with 100% natural materials. Apart from lingerie, this young influencer also shares her favorites and advice: the choice of household products – like laundry detergent – jewelry, makeup, or cosmetics. 100% ecological choices, fully integrated into an eco-responsible approach!
An influencer to absolutely follow to feel beautiful and respected!
@anne_dressingideal: the minimalist eco-responsible fashionista
67.5k followers on Instagram
Anne Montacer, responsible
fashion influencer, founder of the ethical fashion brand Les Sublimes and author of the book Le Dressing Idéal
, shares with her community tips for enhancing one’s look responsibly, as well as educational content on choosing and sourcing materials or second-hand purchases. Did you think being fashionable and eco-responsible at the same time was incompatible? This eco-influencer goes beyond your prejudices! She proves, through her brand’s Instagram account, that it is entirely possible to have a fashionable, chic, and elegant look while adopting eco-responsible consumption. She also advises on ecological methods to adopt in everyday life: wearing second-hand, vintage, favoring quality over quantity, not getting carried away by fashion trends… With this eco-responsible influencer, rediscover fashion far from the effects of overconsumption.
@rubipigeon: the upcycling and tutorial fan
51.9k followers on Instagram / 20.5K subscribers on Youtube / 13.3k followers on TikTok
Rubi shares content related to responsible consumption. In addition to launching her upcycling brand (which prioritizes zero waste), she offers fashion tutorials or sewing tutorials, as well as content about her freelance life, her current favorite purchases, or vlogs. In 2019, she also launched the upcycled clothing brand Rusmin Rusmin to raise awareness about conscious fashion.
