Unilever recently conducted a study which suggests that social media is the best platform when it comes to promoting sustainable consumer decisions. Influencers are leading the charge in this regard and through their efforts, more and more people are moving towards greener lifestyles. Social media creators can use this data to help make a positive impact on our planet. A recent study has found that TikTok and Instagram users are more likely to trust these platforms for sustainability related information. Additionally, it also stated that an impressive three-quarters of people become more conscious of sustainable practices after viewing eco-friendly content.
It has become a challenge for individuals to make informed decisions which are both socially responsible and sustainable due to the unavailability of adequate, timely, and reliable data. Conny Braams, Unilever’s Chief Digital and Commercial Officer, highlighted the issue of people not being able to choose sustainable options due to limited access to reliable, easy-to-understand information.
To gauge the influence of created content for Unilever’s Dove and Hellmann’s products, the company joined forces with sustainability advocates and research company Behavioral Insights Team. A research was done to evaluate the reactions of 6,000 TikTok & Instagram users from UK, US, and Canada when exposed to content generated for a simulated social platform.
A study revealed that social media creators have a greater influence on people’s environmental considerations than any other form of media. It showed that social media content pushed 78% of users which was almost four times higher than government campaigns! Using data and statistics to highlight the seriousness of environmental disaster had more sway over audiences than being hopeful about sustainable living.
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The latest survey reveals that an overwhelming majority (77%) of people endorse influencers pushing for a greener lifestyle, suggesting that addressing climate change is at the top of consumers’ priority list. Research has revealed that younger people are more likely to trust social media for information on sustainable living. The figures showed that 83% of 18-34 year olds consider TikTok and Instagram good sources for discovering how to go about living sustainably.
Research has shown that there isn’t much of a distinction between branded & unbranded content in terms of how engaging and informative they are. This indicates that brands can create interesting & meaningful content with great marketing potential. Participants perceived both types of content as authentic and informative.
Unilever is dedicated to furthering its sustainability efforts by engaging partners and improving the content produced by its brands. According to Braams, it’s important that the content encourages people to make sustainable choices and also make them an attractive option.
In conclusion, the study reveals the persuasive potential of social media creators in promoting sustainable behavior. The research provides important insights for brands and marketers looking to effectively engage audiences on sustainability issues.