New Study: Influencers Have Greatest Impact on Consumer Sustainability
A recent study done by Unilever shows that influencers have the single largest impact on consumer sustainability decisions, ahead of TV documentaries, news articles and even government campaigns. The study measured the impact on over 5,000 participants in the UK, US, and Canada who were shown various pieces and styles of content on a simulated social platform (Marketing Dive).
According to this study, which was also conducted by UK-based Behavioural Insights Team, “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.” Conny Braams, Unilever’s chief digital and commercial officer shares with Marketing Dive, “People are finding it hard to make sustainable choices due to a lack of simple, immediate and trustworthy information.”
In today’s world, social media influencers are essentially reshaping how consumers form opinions, shop, and now, go green. Consumers are turning to social media influencers to receive advice and recommendations over traditional mediums. Brands should be rethinking how they connect and engage with their primary audiences. Influencers must be included in ongoing marketing strategies.
In other news…
Silicon Valley Bank, a top 20 American commercial collapsed last week. Silicon Valley Bank (SVB), which specializes in banking for tech startups, has provided financing for almost half of US venture-backed technology and healthcare companies. Late Wednesday, the bank surprised investors with news that it needed to raise $2.25 billion to shore up its balance sheet. In result, customers panicked and withdrew $42 billion of deposits the next day - this is also known as a “bank run”. Bank runs happen when customers panic and everyone tries to take out their money at once.
So, by the close of business that day, SVB had a negative cash balance and those who remained with the bank had no clear way of retrieving their money. Now, to protect insured depositors, the Federal Deposit Insurance Corporation (FDIC) created the Deposit Insurance National Bank of Santa Clara (DINB) so that all depositors can have full access to their insured deposits no later than March 13, 2023. According to the FDIC, they will pay uninsured depositors an advance dividend within the next week.
Now for some exciting news…
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