How Influencers Can Lead the Charge for a Greener Planet?

It’s a whole different world than it used to be. Celebrities and athletes are no longer the sole influencers—thanks to social media, nearly anyone can be one. 

In June 2023, there were about 177,000 influencers in the United States. These influencers share everything from skincare routines to coffee recipes. Their immense reach means millions listen when they speak.

But beyond promoting products or vacations lies a greater opportunity: driving action for a greener planet. Climate change is our defining challenge—temperatures are rising, sea levels have climbed 8–9 inches, and glaciers are shrinking. The cause? Our everyday choices.

Change doesn’t just stem from scientists or world leaders, however; it starts in our homes, on screens, and in daily decisions. Influencers, admired and trusted by millions, are uniquely positioned to inspire this shift. Here’s how they can lead the movement for a sustainable future:

#1 Normalize Sustainable Choices

For years, people associated sustainability with boring, preachy content or something that only wealthy folks could care about. Influencers can flip that script. They have the creativity and platforms to show that being eco-friendly isn’t just for environmentalists in sandals or billionaires installing solar panels.

Take thrift shopping, for example. It wasn’t always seen as glamorous. But influencers on TikTok and Instagram turned it into a viral movement. They have shown off incredible thrifted outfits, making secondhand shopping feel fresh and desirable.

Brittany Xavier is an example. In 2013, she started a blog called Thrifts and Threads as a style guide, where she shows how to put together stunning outfits with budget pieces from thrift stores. 

If more and more influencers show that sustainable choices don’t have to mean expensive gadgets or extreme lifestyle changes, they will help break down the all-or-nothing mindset. And once enough people adopt these habits, they start to feel like the norm. 

#2 Use Their Voice for Advocacy

Beyond daily habits, influencers have a platform to speak out on larger environmental issues. 

When influencers use their voice for advocacy, they go beyond promoting eco-friendly products—they rally their audience to support bigger changes. This could mean raising awareness about environmental issues, encouraging followers to sign petitions, or even calling out companies and policies that harm the planet.

Take Izak Hill—an influencer in the recreational fishing world—for example. While pursuing his master’s degree at the University of Rhode Island, Hill investigated how fish accumulate per- and polyfluoroalkyl substances (PFAS) in the waters of Cape Cod, Massachusetts.

In the field of PFAS research, he explains that this provides a unique opportunity to explore the ramifications of habitat use and PFAS bioaccumulation.  

The Perils of PFAS

For context, PFAS—often called “forever chemicals”—are synthetic substances that persist in the environment and the human body. 

According to EPA, PFAS often enter water bodies via manufacturing plants, airports, and military installations where aqueous film-forming foam (AFFF) is used to fight flammable liquid fires. Since the 1960s, AFFF has been useful for suppressing flammable liquid fires. It has, however, left a toxic legacy in Massachusetts and beyond.

The risks associated with PFAS exposure are severe. Exposure to PFAS for long, TorHoerman Law informs, can result in serious health risks, including cancers of the kidney, bladder, and testicular and thyroid disease.

This growing awareness has spurred legal action. In 2022, Maura Healey, the former Attorney General of Massachusetts, filed a firefighting foam lawsuit against the manufacturers of PFAS for contaminating the state’s drinking water. 

The lawsuit alleges that companies knowingly marketed and distributed AFFF to Massachusetts entities despite being aware of its harmful impacts on human health and the environment.

Hence, Hill’s efforts exemplify how influencers can merge their expertise with their reach to drive meaningful change.

#3 Partner with Sustainable Brands

Many companies are working hard to reduce their environmental footprint, but they need help spreading the word. Influencers can help spread the word about those brands by partnering with them. 

When influencers team up with brands that prioritize sustainability, like clothing companies using recycled fabrics with zero-waste packaging, they introduce their audience to better options. 

The result? The demand for sustainable products surges, which pushes other companies to step up their game.

However, these partnerships need to be genuine. Audiences can sniff out a cash grab from miles away. Hence, influencers should do their research, explain why they love a brand and stick to their values.

Some influencers who have already made a mark in the field of sustainability are Luisa Neubauer, Anna Rani Specht, Madeleine Darya Alizade, and Cristina Mittermeier. 

The truth is that influencers already shape the way we live our lives. But they can help shift cultural norms by steering that influence toward sustainability. One small habit shared with millions can spark a ripple effect that inspires countless others to make changes in their own lives.

And to the rest of us? We should support the influencers who are doing it right. So, share their content, engage with their posts, and follow their lead. After all, protecting the planet is a shared responsibility.