Intengine's Writer Community

January 21, 2021

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Micro Influencer // mai·Krow in·floo·uhn·sr // Someone who has between 1,000 to 100,000 followers, focus on a specific niche and are generally regarded as an industry expert or topic specialist. “[Micro-influencers] have stronger relationships than a typical influencer.(1)

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Year after year, reports keep supporting a shift to thoughtful shopping. Consumers are giving serious consideration to how and what they buy. With the increase in home-based business, internet-sourced sustainable lifestyle products are winning, regardless of the increased price tag which often accompanies ethical decisions. 

  • 46% of consumers are turning to digital tools, while 25% said they turned to other people for advice.- Pew Research (2) 

  • 45% of consumers avoid the purchase of plastics. - PwC (3) 

  • 38% of Gen Z buy groceries, clothing, and footwear online and Gen Z also has more interest in locally-made, environmentally sustainable, and socially conscious products – Consulting.ca(4) 

These numbers are compelling, and the shift from your favourite toothpaste brand to one that boasts a tubeless or recyclable option [5] is in the scope of people like you who are focussing on accessible solutions. 

It is becoming evident this shift in buying priorities is changing our perspective globally and making a positive difference for our earth and human rights. It may not be clear, but we can thank this recognition and awareness at least in part to the passionate writers, reviewers, and community campaigns propagated by bloggers. 

According to a collaborative study by The Keller Fay Group and Experticity, these micro-influencers are driving consumer behaviors. 

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"Our research shows that real-life influencers who are passionate about what they are recommending have significantly more buying conversations, and consumers are more likely to act on their recommendations. 82% of survey respondents said they would follow a micro-influencers’ recommendation."-Marketing Dive(6) 

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There is so much good being done. It's hard not to find inspiration. 

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From Blog to Buy: The new marketplace? 

If you browse the net for products (and who doesn’t these days), you are bound to catch a story of a local supplier making T-shirts that tells the true story of the importance of promoting ocean diversity or ocean pollution effects via Instagram. Sometimes news of a refill station (10) changes our shopping plans towards multi-use plastics or eco-fashion designers who advocate for slow fashion influence, a design mantra. (7) As responsible purchasers, it's hard to hear such stories and not be moved to act or at least experiment with new products. 

Buying actions are often motivated by a groundswell of grassroots efforts by the community-led personal experiences which are shared by dedicated enthusiasts, who are inspired to make lifestyle changes themselves. Not surprising, leading by example is a strong leadership sign-post which motivates responsible shopping behaviour, and that is good for all of us. 

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PRN showed a clear embrace of sustainability and a sense of civic duty. In survey results taken prior to the pandemic, 45% of their global respondents said they avoid the use of plastic whenever possible, 43% expect businesses to be accountable for their environmental impact, and 41% expect retailers to eliminate plastic bags and packaging for perishable items. (11)

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Convinced? 

How widespread is responsible shopping and will it continue? Consumers facing topics around eco fashion, lifestyle purchases and human rights advocacy have seen a marked uptick(12). 

What are bloggers saying in 2021? 

This year Intengine reached out to over 100 Sustainability Bloggers, all experts on how communities of businesses near them are offering sustainable solutions in the areas of waste reduction, biodiversity, and sustainable materials. Their decision to shine a spotlight on responsible business is the very reason as consumers we stop to learn, listen, and act to foster relationships of positive change. 

A few of them agreed to share their insight into trends to watch in 2021. If we trust the consumer reports and surveys then the trend is poised for hopeful outcomes. 

2021 will be a powerful year. 

 

FROM India: LABEL MaYu® 

Instagram:@mayudesignsofficial  https://mayudesigns.com/blog (13)

As Slow Fashion Design advocates, LABEL MaYu®, aims at providing better fashion choices! They know what it takes to design ethically and are on a mission to transparently share their journey of how textile choices can make ripples in social impact.

"2020 was predicted to be the year of going circular. While the fashion industry has witnessed polar issues this year, from increasing environmental awareness to workers’ exploitation, sustainability trends like thrift shopping & up-cycling and initiation of ‘Green Projects’ in large-scale industries to reduce carbon emissions, are definitely here to stay in 2021. We strongly hope for these trends to stay in 2021 as they give us hope "

 

From Canada: Lise Boullard, The Editors Diary

Instagram: https://www.instagram.com/theeditorsdiary Website: theeditorsdiary.com (14)

Journalist and sustainable lifestyle blogger Lise Boullard of theeditorsdiary.com is passionate about turning her more than 10 years of experience to compassionately offer a window toward actionable changes for our world’s continued betterment. 

“One of the silver linings of the pandemic is that fewer cars are on the road due to remote work arrangements. Also, many companies (i.e. banks) are transitioning to environmentally friendly paperless processes. Remote work and paperless processes are likely to continue into 2021 and even post-pandemic as organizations realize the sustainability benefits as well as how much time and money they save while maximizing productivity.

I’m thrilled to see the number of local businesses providing environmentally friendly living solutions to residents. They’re helping bring sustainable living into the public consciousness and make it a way of life instead of a novelty. In Vancouver, we have a number of zero-waste grocery stores, like Nada, where customers can refill goods into their own containers. There’s also Kind Café, the city’s only vegan and zero-waste café.” 

 

From USA: Cecily Nicole Ripley, The Guided Wardrobe LLC 

Instagram @theguidedwardrobe Website: https://cripley80.wixsite.com/cecilynicoledesigner (15)

As a new graduate in sustainable apparel design following seven years in fashion, Cecily Nicole Ripley, shares solutions and breaks myths about sustainable textiles with The Guided Wardrobe LLC, a consultancy that sees its responsibility to connect designers to slow fashion trends.

“With the age of COVID-19, many are growing accustomed to a slower lifestyle as well as picking up new hobbies. I believe mending our clothing will only continue to grow in popularity because it gives a feeling of accomplishment and aligns with people’s curiosity and motivation to live a more sustainable lifestyle." 

 

From UK: Lucy Hall, Nothing To Hide 

Instagram: @nothingtohide.nth Website: https://www.instagram.com/nothingtohide.nth/is (16)

With hundreds of consumer education posts and news announcements, over just one year, sustainability advocate Lucy Hall has proven to be a force that aims her communications as a watchdog for sustainable brands in fashion, beauty, and accessories.

"During the absence of physical mediums and events, social media activism is at the forefront of leading these crucial conversations and initiatives surrounding sustainable fashion. Engaged online communities who have formed strong relationships over the last year will be ready to mobilize and take action once it is safe to do so.” 

 

From Gen NOW:  SUSTAINABLE SOPHIE 

Instagram: @sustainablesophieblog Website:  https://sustainablesophie.org (17)

Sophie is on a mission to introduce the world to sustainable lifestyle brands through her blog and Instagram accounts. Her youthful and fresh take on fashion, beauty blogging and photography supports brands close to her home and generation. If she keeps up this momentum, she’ll be the influencer you knew when. 

“Over the past year, I have found that the sustainable fashion movement is growing. I have seen that more companies have turned toward more sustainable business practices and ethics. For example, brands like Pela and Veja have started the path that many are beginning to follow. I feel that sustainability has become an important factor that new businesses now have to start thinking about, as well as old ones. With leaders like Emma Watson and Carey Somers, I see a future in a sustainable fashion.” 

 

One last word from our platform to passionate local communities 

We at Intengine know people are willing to spend more and buy more when the sustainable impact is clear. Our directory listings offer a place to show images of products and describe how the supplier is acting sustainably and by doing so, why they deserve to be supported. 

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Help us reach these future-makers 

  • What products, solutions, research, or actions give you hope that 2021 will see sustainable progress? 

  • What sustainable trend have you witnessed that will carry into 2021? 

  • What underrepresented organizations are leading 2021 with the hope of sustainable outcomes? 

 

TELL US ABOUT YOUR FAVORITE BLOGGER, on Sustainability writers@intengine.com. 

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Tags: waste reduction