Social media holds a mirror up to our society, reflecting both our best intentions – and our worst habits. TikTok, Instagram, X, and Pinterest aren’t just platforms for sharing; they’re powerful tools for driving cultural and behavioural change on a local, national, and sometimes global scale.
Through the content we put out in these channels, we have the ability to make sustainable choices both desirable and achievable, and the power to turn niche ideas into normal, everyday practices.
However, as we champion these green ideals, we must also confront social’s darker role in promoting over-consumption. The endless parade of ‘must-have’ products and the push for the latest trends undermines our ambitious goals.
Shopping destinations like TikTok Shop and Temu have made headlines not just for their soaring popularity, but for fostering and encouraging a disposable culture. Daily, they promote an avalanche of low-cost, often plastic-heavy products that have to be shipped from halfway around the world at a staggering environmental price.
Trending products such as the unavoidable (but mesmerising) Astronaut Galaxy Projector, priced at just £9.31, exacerbate the throwaway culture that contradicts social attitudes towards sustainability.
The phenomenon surrounding Stanley Cups serves as a paradoxical case study. Originally celebrated as a stylish sustainable choice for those looking to reduce how much plastic they throw away, the cups have become a viral sensation, leading to mass purchases that undermine their environmental purpose.
This craze, which started when two mums posted about their Stanley’s on social, illustrates the delicate balance between promoting sustainable products and inadvertently encouraging overconsumption through viral marketing.
It isn’t all doom and gloom though. There’s a lot to feel positive about.
On the flip side, there’s a promising rise in social-led movements that champion a more thoughtful way of living. The 'de-influencing' trend, where influencers actively dissuade their followers from unnecessary purchases, is gaining traction. This movement not only challenges the perpetual more-more-more ethos but also encourages people to question their consumption habits – in the words of Martin Lewis “Will I use it? Is it worth it?”.
Similarly, the concepts of 'slow living' (the act of prioritising quality over quantity in all aspects of life) and shopping your ‘own’ wardrobe are being adopted by some big-name creators, promoting sustainability as a lifestyle rather than a mere choice. Thanks, in large to social, thrifting has also transformed from a social taboo into a celebrated form of self-expression, demonstrating that sustainable choices can hold social value.
Social is also making it possible for smaller, community-driven initiatives to thrive. Take the #2MinutesBeachClean movement - a simple idea encouraging people to spend just two minutes picking up litter on the beach and share their haul on social. What started as a small gesture has blossomed organically into a global movement, and it's all because a few posts inspired thousands to join in. Not bad.
So, what does all this mean for us?
As marketers, creators, and influencers, we wield the tools that can either contribute to the problem or be part of the solution. Every campaign, every ad, and every piece of content we create has the power to influence. It’s crucial, then, that we reflect on the messages we’re sending.
But it’s about more than just good intentions; it’s about responsible practices. For instance, embracing and promoting the concept of circular economies within our campaigns can alleviate some of the pressure consumers are facing to keep up appearances.
The great news is that more than ever, people are listening, and they're ready to align their spending with their values - provided they're given choices that reflect those values. It’s on us to make the first move, to meet them where they are.
It may be hard to think of at the moment, but each interaction and each contribution we make on social doesn’t simply float into the ether. It adds up, influencing policies, getting brands to change their corporate strategies, and sometimes, even helping to save a beach or two.
Social is no longer just a tool for connection - it's a platform for meaningful environmental action. And that’s something worth liking, sharing, pinning and yes, even tweeting (X-ing?) about.
By Jake Thompson, Associate Creator Director at SocialChain
