How Creators Can Drive Sustainable Change
Isabelle Quevilly from Meta addressed the crucial role creators play in promoting sustainability during her session at SocialDay. Her insights focused on how businesses and brands can partner with creators to inspire action, particularly among Gen Z, a generation known for its complex and often contradictory attitudes towards climate change.
Creators and the Gen Z Connection
Gen Z, as Quevilly noted, is unique—not only because they are the first generation born after the internet but also because of their deep connection with technology and online communities. "They express themselves through the creation of tight circles of friends and communities," she explained, highlighting how this generation's social interactions often transcend traditional geographical boundaries.
Unlike previous generations, Gen Z tends to avoid conformity and instead embraces a diverse array of friendships and interests. This diversity makes them particularly receptive to niche and authentic content, which is where creators come into play. According to Quevilly, creators serve as "the new word of mouth," combining personal persuasion with the broad reach of digital platforms.
The Power of Authenticity
One of the most compelling reasons creators are so influential, especially with younger audiences, is their authenticity. "63% of young adults trust what a creator says about a brand more than what a brand says about itself," Quevilly pointed out, emphasising that creators can tell stories that brands cannot.
This trust is particularly crucial when it comes to topics like sustainability, where brands may struggle to appear genuine. Creators, on the other hand, can authentically convey messages about climate action, making them ideal partners for brands looking to engage in meaningful sustainability campaigns.
Building Sustainable Partnerships
Quevilly also discussed how brands can effectively collaborate with creators to promote sustainable practices. She outlined a framework developed by Meta in collaboration with Accenture, which helps ensure that brand messages are not only authentic but also aligned with genuine sustainability efforts.
The first step, according to Quevilly, is for brands to assess their own credibility and commitment to sustainability. "It's essential to avoid greenwashing," she stressed, noting the importance of following regulations like the CMA’s Green Claims Code.
When done correctly, these partnerships can have a significant impact. "Ad campaigns that included branded content or partnership ads saw a 123% lift in awareness," Quevilly shared, underscoring the effectiveness of creator-driven campaigns in reaching and resonating with audiences.
Creators as Catalysts for Change
Quevilly highlighted several creators who are using their platforms to promote sustainability. For example, Sam Beckley, a UK-based climate activist, uses his influence to vet brands and ensure they are genuinely committed to sustainability. "It's important to have a community of like-minded creators who can vouch for particular brands," he said, emphasising the collective effort needed to maintain authenticity in this space.
Similarly, creators like Amy Lucas and Enrique, who focus on zero-waste cooking and responsible travel respectively, demonstrate how creators can inspire their followers to adopt more sustainable practices in their daily lives.
Addressing the Contradictions of Gen Z
Despite their strong stance on environmental issues, Gen Z is often marked by what Quevilly referred to as the "say-do gap." This generation might express a desire to save the planet, yet their behaviors—like frequent flying or fast fashion consumption—can contradict these values.
Quevilly believes that by working closely with creators, brands can help bridge this gap. "We need to start thinking about the future and project images of a future that's good for people and the planet," she advised, suggesting that creators are key to transforming societal norms and behaviors.
Conclusion
Isabelle Quevilly's session at SocialDay provided a clear roadmap for brands looking to leverage the power of creators in promoting sustainability. By partnering with authentic voices who resonate with Gen Z, brands can not only enhance their credibility but also drive meaningful change in society. As Quevilly aptly concluded,
"Every job is a climate job, and we all have a role to play."
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