Contests, jet travel, fast-fashion, sports cars… Influencers are increasingly criticized for their lifestyle incompatible with climate issues. In a context of energy crisis where everyone is called upon to make an effort, the daily life staged by these promoters of an ultra-luxurious lifestyle is less and less happening. Awareness in this still poorly regulated sector is emerging, but must be accelerated.
–
–
“Do you want to take mine or yours?“, writes Kylie Jenner, the last sister of the Kardashian-Jenner clan in the comment of a photo showing two private jets. On Instagram, this post generated more than 8 million likes and nearly 50,000 comments. Among them, many harsh criticisms.”Climate change you said“, thus received 92,000 ‘likes’. “What’s the point of me recycling? 85,000 likes, “This is why we must tax the rich“, 70,000 ‘likes’, or even “Meanwhile, I’m just trying to fill up on gas,” 30,000 likes.
i sort my trash so kylie jenner can do am stram gram with jets. that’s called getting hot. pic.twitter.com/YImr2SosMz
— stenia (@francesbean_) July 18, 2022
In recent months, the lifestyle advocated by influencers has become less and less popular, while the price of energy is exploding and the government is asking everyone to make efforts to be sober. In early June, the collective Paye ton influence published a tribune on the Vert.eco media to ask social media celebrities to “wake up”. “Their ecological awakening would make it possible to switch a whole generation on environmental issues.“, he writes.
“Fed up”
On its Instagram account, Paye ton influence regularly denounces and warns about the unethical practices of influencers and their partnerships that are harmful to the planet. “Our first objective is to challenge influencers to question themselves because if they are part of the problem, they are also clearly part of the solution. Many ignore us or even block us, but more and more dialogue and tell us that these issues interest them”, explains Amélie Deloche, co-founder of Paye ton influence.
A few weeks earlier, students from Paris-Dauphine University published a open letter to influencers and influencers to let them know they’re fed up. “You continue to share your ultra-abundant ways of life and consumption, testifying to an above-ground personal and professional success. You therefore push the millions of people who follow you to continue this dynamic of hyperconsumption, through your product placements and contests“, they write.
The IPCC has also highlighted their key role. “Social influencers and opinion leaders can drive adoption of low-carbon technologies, behaviors and lifestyles.” can we read in the third part of its latest report. “When will there be a mass of influencers and influencers who only talk about objects with a low carbon footprint and which cause avoided emissions?”, launches Jean-Marc Jancovici, co-founder of Carbone 4 and president of the Shift Project, on Linkedin.
Prioritize the train for example
These disputes which are gaining momentum, the influence agency Follow anticipates them. “For several months, we have been explaining to our content creators that it is better to prioritize the train when they can and that they show it because it will inevitably have an impact on their community. It will create interaction, membership. And in terms of business, we also feel that brands are paying more and more attention and are more involved in eco-responsible approaches.“, explains Ruben Cohen, one of the founders. Training will be launched by the end of the year.
Youtuber Benjamin Martine, aka Tolt, made a big decision in 2019: to stop the plane. “After a while I said to myself that I was in denial, I could not continue to fly while knowing the current climate emergency”, he explains. No more trips to the other side of the world, he now travels across Europe but especially France where he films Aveyron, Berry, Lot and even Meuse. The youtuber who now defines himself as “sspecialized in low carbon travel”, tries to find solutions to get around while polluting as little as possible.
“There is a turning point because people are realizing that climate change is here and now, and we are going towards more and more restrictions. Influencers must realize this. The next step is going to be to make them very concretely aware of the impacts of the lifestyles they defend“, announces Amélie Deloche. In a few years, posts of travel by train or bicycle will perhaps become THE trend to follow…
Concepcion Alvarez @conce1
–
