Social media is closely linked with psychology and the society, and it most commonly does not accommodate a key player in the equation i.e., the environment.
Current trends become popular largely due to psychological reasons, as the idea of being trendy has more to do with the perceptions of social standards and self-esteem than practicality and sustainability.
Buying behaviours are influenced by media’s psychological control and in such a situation presenting a logical argument for a passionate consumer can be challenging.
Therefore, influencers that want to encourage sensible buying should engage with followers on an emotional level and appeal to their feelings and aspiration, instead of relying only on written information.
Social media posts or articles can be triggering for users who act on impulses and who may be more emotional than others. Due to the tendency to act on a whim most purchases lack reason or preparation, so the act pushed by excitement ends up with feelings of regret and guilt.
Instagram accounts, celebrities, digital shops, all have a major role in making an individual susceptible to the influence of emotional buying. Hashtags like must haves, or retail therapy associate the feeling of contentment to excessive buying.
Encourage your followers that sustainability is feasible
Although it may seem like the real power lies in the hands of the consumer, the notion of power is in fact vague and diffused. As most users are propelled to follow the top brands and top influencers on social media, the idea of freedom on these platforms become misleading. Since most people are embarrassed to make a different choice or choose not to belong to a specific group.
This means that the term ‘popular’ needs to be redefined by the influencers that want to bring positive change and the focus must not be on appearances and current trends.
The term “Less is more” is a practical and achievable method to an ethical living. Sustainable consumption by influencers should promote considerate and mindful buying that also fulfils the emotional needs and boosts self-confidence in buyers.
For most consumers, fast fashion is easy while sustainability feels like an unattainable goal. Therefore, the task to convince the users lie with the ethical influencers, they need to encourage a sustainable living by portraying it as feasible. Connecting users with practical, environmentally friendly brands and establishing achievable standards when it comes to sustainability.
The consumer needs to understand that sustainable consumption is not only a research subject, or for a select group of people, it is a desired standard for the whole world. The goal for influencers must be to change the mindset in order to change behaviour.
