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Much of social media influencing is about getting consumers to buy more products. Nonetheless, there is a contrasting group of influencers who use their online presence to advocate for changing how people buy and consume. They are known as ethical influencers. They include those whose content is dedicated to educating their online audiences about the impact of day-to-day consumption habits on the environment. This can take the form of vegan influencers asking audiences to avoid using animals in eating, clothing or entertainment. They can also be sustainability influencers asking audiences to reduce their consumption, minimize waste, recycle, buy less and reuse more. In general, they are advocating new ways of living and consuming.

Unlike other lifestyle influencers, ethical influencers face two unique challenges that make it harder for them to build their online profiles. First, they have to provide a closeup of their everyday life to demonstrate the new lifestyle to their audience. This is different from other influencers who might avoid sharing their personal life and play out a well-curated public persona that can greatly contrast their private life. Ethical influencers strive to be as personal and authentic as possible by sharing their everyday life, practices and struggles. Providing that kind of close look at their own lives can sometimes put them at greater risk of scrutiny since online audiences constantly evaluate and interact with their content.

Second, ethical influencers aim to reach out to a diverse audience, some of whom are not necessarily interested in the new lifestyle. Because ethical influencers are fundamentally trying to promote certain lifestyle choices and habits, they need to connect with a wide range of people to convince them to alter their beliefs and behaviour. This distinction puts them counter to social media algorithms and the norms of parasocial relations that favour connections based on similar interests or lifestyles.

(Aya Aboelenien e Ai Ming Chow. https://theconversation.com, 15.05.2024. Adaptado.)