While most social media trends serve little purpose other than to entertain, some, like the #BlackLivesMatter, bring about profound societal changes. In 2022, with recent disappointments from the UN’s Climate Conference (COP26) and a grim outlook in the Intergovernmental Panel on Climate Change’s (IPCC) Sixth Assessment Report fresh in memory, we expect to see a new movement shape the world of social media – greenfluencing.
“An undergrowth of climate aware influencers and activists has emerged across niches on social media, and we believe their growing follower bases will be duly noticed by the influencer universe’s established elite,” explains Sandberg.
By tapping into both marketing and – hopefully – social considerations, the big social media stars in every sphere, from cooking and fashion to travel, makeup, and fitness, will start to greenfluence their millions of followers.
“Influencers who appear oblivious or indifferent to climate challenges will be perceived as outdated. Instead, followers will flock to influencers who demonstrate climate awareness regardless of niche. Marketers will turn their attention in the same direction,” predicts Sandberg.