Unilever’s considerably holier-than-thou purpose-led picture has taken one thing of a battering just lately, first from sceptical shareholders and latterly due to its cussed insistence on persevering with to do enterprise in pariah state Russia.
Undaunted, it’s forming what it calls a “coalition of content material creators” to spice up social media protection of sustainability, claiming its analysis reveals that 76% of content material creators wish to point out sustainability extra of their content material, however a the bulk (84%) expertise at the least one barrier that holds them again – mainly the concern of so-called “greenwashing.”
Nevertheless the research of 232 content material creators throughout YouTube, TikTok and Instagram within the UK, US, Brazil and the Philippines reveals that just about two thirds (63%) are creating extra sustainability content material this yr in comparison with final and three quarters (76%) wish to create much more sooner or later.
38% are anxious about greenwashing accusations whereas 18% concern they’ll be “cancelled” in the event that they offend.
Unilever’s new Creator Council additionally contains climate-focused non-profits and it’s inviting different events to affix. The announcement comes within the lead-up to Local weather Week NYC later this month.
Digital influencer and medic Dr Adanna Steinacker says: “As a digital content material creator, I really feel a accountability to encourage my viewers with options which can be higher for our environmental and planetary well being. It’s essential that manufacturers and creators unite on this mission, dissecting science-backed data into inventive storytelling that resonates with the general public and influences change on a worldwide scale. With ample model help, we will improve sustainability content material on social media, inform our communities precisely, and collectively contribute to a greater atmosphere.”
Unilever sustainability head Rebecca Marmot says: “We all know that sustainability content material on social media has the potential to drive extra sustainable behaviours, with over three quarters of shoppers claiming influencers have the largest impression on their inexperienced selections right now.?Nevertheless it must be informative and significant content material. Local weather Week NYC 2023 is the right alternative to collaborate with others and empower influencers to speak on the important thing points with credibility.”