In the past, brands might have posted statements about company values on their websites, or leaned into marketing messages that conveyed those values. But with the continued growth of digital content consumption, and the subsequent rise in social media and influencer marketing, consumers now have more share of voice than the brands themselves.
Research shows that consumers are much more likely to listen to each other rather than to a brand or company. In fact, 95% of consumers aged 18-44 reported that they seek out and read multiple online reviews and opinions of influencers when considering making a purchase or investment.
In addition to this already staggering statistic, more and more consumers, especially Gen Z consumers under 24, are vocal about only wanting to spend their money on brands and products that align with their personal and political values. One of the most important causes to current digital consumers? The planet.
Social media catalyzing social change
There’s been a meteoric rise in social content advocating for climate justice, especially in the fashion industry. It’s no longer enough for brands to simply state their values; now consumers want to see those values translated into action and transparent sustainability practices.
Influencer marketing campaigns are also allowing fashion brands like Goodlife Clothing to address the topics that matter most to their target audiences, among those being sustainability and accessibility. Jesse Miller, Director of Growth at Goodlife shared, “We launched our first 100% recycled t-shirt in March at the lowest price point we've ever had for a t-shirt and in doing so unlocked a younger audience on social that not only gravitates towards environmentally conscious brands, but also provides them a Goodlife quality product at a more attainable level.”
Influencer campaigns are also allowing Goodlife to bring successful their brick and mortar retail programs online. “We're using Earth Day to bring our successful in-store Goodlife ‘Loop’ program online for the first time with help from social ambassadors to spread awareness. Providing accessibility of the Loop program to our entire digital customer base allows us to achieve our mission of recycling every t-shirt we sell.”
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Global markets reflect influencer marketing trends
Around the globe, social media has become the platform of choice for consumers to speak up about social justice issues. More than ever before, people are sharing information about causes they care about, resulting in both increased engagement and increased sales for brands who use social media as a platform to amplify those causes.
Beyond the result of higher sales, brands who partner with influencers to amplify their sustainability practices are seeing increased levels of customer loyalty. Consumers report being more likely to make a repeat purchase from a brand that aligns with their personal values, and the evidence of that is reflected in brands’ bottom line.
Want to take a deeper dive? Check out our article about the top eco-friendly fashion brands seeing success with influencer marketing.
Want to see how Tagger can help you discover and connect with influencers to amplify your brand values? Request a live demo with our team today.