Post by account_disabled on Jan 2, 2024 7:59:58 GMT 2
The green wave is a trend that has been consolidating little by little in recent years and that has accelerated decisively with Covid-19. More and more users and brands want to demonstrate their commitment to the sustainability of the planet , whether through green initiatives, through more ecological consumption or with innovative formulas to reduce polluting materials. According to a recent report from the UOC (Universitat Oberta de Catalunya) that analyzes this trend, the true involvement comes from family influences and not from “eco-influencers”, politicians and celebrities, as many think. Social networks; the channel but not the origin According to the UOC report, 41% of consumers of organic products use social networks as a tool to find more information , brands and services of this type. In particular, this behavior is observed in the younger generations (millennials and Gen-Z), who lead the green movement.
Therefore, this channel is one of the most powerful for brands when it comes to exploiting their communication and promotion efforts around this positioning. Precisely on social networks is where Phone Number List numerous “green influencers” are found ; those who are dedicated to sharing and promoting healthy and sustainable lifestyles. However, their degree of influence is by no means comparable to that of common influencers . In fact, according to a Kantar report , they are in sixth position in the ranking of the 8 categories of people that have the most impact on our environmental behavior. The first places on the list are occupied by children, friends, partners and parents. “ In our daily lives, decision making is influenced by our most immediate environments” Our closest circles influence more than others “The probability that your children will influence your behavior is greater.
Because an inertia is generated from the natural empathy that you will feel towards them when you see them acting in a certain way,” says Neus Soler, collaborating professor of the Studies of Economics and UOC company. For his part, Diego Redolar, a neuroscientist at the UOC, states that “ in our daily lives, decision-making is influenced by our most immediate environments.” In opposition to this idea, the most distant circles are losing strength. In fact, the last positions are occupied by politicians and celebrities. Furthermore, the less attached we feel to the people who reflect this type of messages, the more we feel the need for technical information on the subject. Along these lines, the UOC claims the importance of more government efforts in environmental education and awareness campaigns to normalize sustainable behaviors and be able to include them in the routine of all generations.
Therefore, this channel is one of the most powerful for brands when it comes to exploiting their communication and promotion efforts around this positioning. Precisely on social networks is where Phone Number List numerous “green influencers” are found ; those who are dedicated to sharing and promoting healthy and sustainable lifestyles. However, their degree of influence is by no means comparable to that of common influencers . In fact, according to a Kantar report , they are in sixth position in the ranking of the 8 categories of people that have the most impact on our environmental behavior. The first places on the list are occupied by children, friends, partners and parents. “ In our daily lives, decision making is influenced by our most immediate environments” Our closest circles influence more than others “The probability that your children will influence your behavior is greater.
Because an inertia is generated from the natural empathy that you will feel towards them when you see them acting in a certain way,” says Neus Soler, collaborating professor of the Studies of Economics and UOC company. For his part, Diego Redolar, a neuroscientist at the UOC, states that “ in our daily lives, decision-making is influenced by our most immediate environments.” In opposition to this idea, the most distant circles are losing strength. In fact, the last positions are occupied by politicians and celebrities. Furthermore, the less attached we feel to the people who reflect this type of messages, the more we feel the need for technical information on the subject. Along these lines, the UOC claims the importance of more government efforts in environmental education and awareness campaigns to normalize sustainable behaviors and be able to include them in the routine of all generations.