Dive Brief:
- Influencers have the single largest impact on consumers’ sustainability choices, ahead of TV documentaries, news articles and government campaigns, according to a study shared with Marketing Dive conducted by Unilever with the Behavioural Insights Team (BIT).
- Three-quarters of consumers surveyed said that social media content made them more likely to adopt sustainable behaviors, with 83% of consumers, and 86% of those 18-34, saying that TikTok and Instagram are helpful places to seek out advice on how to be greener at home.
- The study, commissioned by Unilever brands Dove and Hellman’s alongside experts from across the business, demonstrates how brands can utilize social media and influencers to create content in line with larger sustainability efforts.
Read full article here:
https://www.marketingdive.com/news/influencers-impact-sustainability-marketing-unilever/644478/
