“happy earth day“, writes Carla Ginola, Influencer”lifestyle“In the caption of a photo taken on a beach in California. A publication that has something to dream about for its 450,000 subscribers, but also a series of negative comments.What nerves when it promotes fast fashion and takes a plane every two weeks“We read under its publication. “Pretty small gestures for ecology from Laguna Beach“, one of his subscribers teases.
Regular trips to the other side of the planet, promotion of “fast fashion” clothing (“disposable fashion”), competition to win the latest iPhone… The current codes for online influencers are increasingly being challenged by a new generation. is sensitive to the climate problem. According to an international survey conducted by the University of Bath in ten countries, 60% of young people sayvery worried“where”too worriedin the conditions of ecological crisis. “I don’t understand how some influencers our age can still be in urgent denial and preach emptiness on Instagramcondemns Mathilde, a Paris law student. “I feel like I’m helping to build a world that will collapse tomorrow. What to do.asks Alix, who is also a student.
“This movement is still a bit timid, but tends to establish and gain momentum over time.“, explains CNRS sociologist Christine Castelen-Meunier. “Young people are very present on social networks and have developed a dual sensitivity towards gender equality but also respect for the planet. Today, some are turning against influential people who no longer embody this duality“, he continues.
“positive effect »
In recent months, accounts have appeared on social networks that carry this critical tone. The @payetoninfluence account, for example, identifies the behavior “with unstable planetary boundaries“, condemns the possible practice “landscaping“and challenges influencers”with pedagogy and kindness“. The collective created in December 2021 is mainly active on Twitter and Instagram, where the number of new subscribers has exceeded 10,000.
Although on the fringes, some influencers are already operating “training“, often followed by “press“. “I left during the night. A year later I decided to go back or else“Says Leah Elizabeth, Content Creator”lifestyleon social networks. “I have drawn up a code of ethics and made environmental commitments“. “Instagram is no longer my main professional activity, which allows me to take a step back from what I want to communicate“, – explains Lea Elizabeth, whose number of partnerships has increased from about 50 “5 to 10 a month“. If his “community“the number of subscribers is increasing day by day, its editorial line has been changed more than once.
According to the study Digital Report 2022Conducted by the international agency We Are Social, 94.4% of young people (over 13 years old) would use social networks. “Young people have always needed guides, the need to get behind bridges“, explains sociologist Christine Castellen-Meunier.Today it goes through influencers“.
“They have this enormous power to change social norms at breakneck speed“, explains Carla, a member of the Payeton Impact Collective, at: Figaro. This has not escaped the attention of the IPCC experts, who in part 3 of their latest report emphasize that “Social influencers and opinion leaders can promote the adoption of low carbon technologies, behaviors and lifestyles“.
Source: Le Figaro
