Influencers pivot from promoting products to championing ideas such as veganism, sustainability and even politics on their social media

Social media stars are turning away from promoting fashion, food and tech products to pushing causes such as sustainability and environmental awareness

Model, actress and blogger Marie Nasemann focuses on fashion that’s produced sustainably, while blogger Laura Mitulla highlights the benefits of minimalism

Reading Time:4 minutes

More and more influencers are using their platforms to provide meaningful messages over branded content. Photo: DPA

Published: 10:15pm, 14 Sep 2020Updated: 11:23pm, 14 Sep 2020

Influencers tend to lead glamorous lives, sleep in fancy hotels, nab front-row seats at fashion shows and eat in hip restaurants, all for a mention on their Instagram page or YouTube channel.

While many have turned their social media channels into businesses that reach tens or even hundreds of thousands of people, more and more influencers are using that reach to try to change the world.

Many no longer want to be seen solely as representing a brand but want to champion the idea behind it. “What’s changing are the themes people are focusing on, and that influencers are increasingly becoming more specialised, says Marlis Jahnke, who published a book called Influencer Marketing.

She says influencers nowadays are asking themselves whether they want to focus on sustainable clothing or on zero waste, for example.

Marlis Jahnke says influencers are championing causes like sustainable clothing or zero waste. Photo: Marlis Jahnke

There are plenty of issues to choose from, and influencers are championing causes from sustainability to environmental awareness, feminism, veganism or living a life that is plastic-free.