1. Promoting sustainable fashion

There are many ways that sustainable fashion can be promoted on social media. Influencers are advocating for slow fashion by filming content on ethical brands, thrifted finds, and capsule wardrobes. This helps followers move away from fast fashion toward quality, sustainable pieces instead. The desire for timeless pieces is on the rise, which can bring people to less mass consumption and having a few favourites that work all year round.

Jazmine Brown is a sustainable fashion influencer who uses her Instagram and TikTok platforms, @thatcurlytopto, to advocate for climate change and promote eco-friendly practices. She engages her audience with creative content about he sustainable living, like her “75-Hard Challenge” where she wore only second-hand clothing for 75 days straight. Her style inspires others to dress more mindfully and educates them about the importance of ethical and eco-conscious living.

Working with the right sustainable influencer is key to getting your message and values across. Check out our guide on how to contact celebrities and influencers successfully.

2. The power of styling

Learning how to style your wardrobe is just as important a the pieces that your closet consists of. A current influencer fashion trend is to take one piece of clothing styling it in three different ways. This is a great way to make the most of the items you already own and reduces the need to purchase more.

Another creative way to make the most of your closet is using fun accessories to make even the most basic outfits shine. Elevating a simple white t-shirt and jeans with fun jewellery, sunglasses, and a belt will make all the difference.

Elevating a simple white tee-shirt and jeans with fun jewelry, sunglasses and a belt will make all the difference.

3. Encouraging minimalist mindset

Recently, there’s been a desire for a clean and fresh look. Along with the beautiful aesthetic it provides, it also promotes sustainability in a number of ways. The “less is more” concept can be applied to everything—from fashion to home decor and even lifestyle choices. Minimalist influencers focus on intentional buying—selecting high-quality pieces that last, whether it’s timeless wardrobe staples, versatile accessories, or simple home items.

For example, influencers might demonstrate a capsule wardrobe where a handful of well-chosen pieces are styled in multiple ways. Similarly, in beauty, many are promoting “skinimalism,” where fewer but high-quality skincare products are prioritised. This approach resonates with followers seeking a more mindful lifestyle and reduces the carbon footprint of consumption.

The ‘less is more’ concept can be applied to everything—from fashion to home decor and even lifestyle choices.

4. Authenticity

It’s one thing to make videos and posts about being eco-friendly once in a while, but true sustainable influencers commit to living that way every day, consistently sharing their journey with their audience. Practising sustainability can take many forms. Even smaller things influencera do like showcasing sustainable hobbies like painting a new house with friends to regularly wearing and featuring quality, long-lasting clothing on social media, makes a difference.

Maddie Borge is an influencer who advocates many sustainable practices without even realising it. She loves to share her favourite quality clothing pieces and wears them consistently on social media platforms. A good example is her favorite Sézane cardigans that pop up all over her feed. This de-influences mass the consumption of clothing and promotes quality over quantity. She also shares eco-friendly activities to do in London like park picnics and DIY home decor.

True sustainable influencers commit to living that way every day, consistently sharing their journey with their audience.

5. Partnerships with sustainable brands

When influencers partner with brands that uphold strong ethical and environmental practices, they do more than just endorse products—they inspire followers to make mindful purchasing decisions. Influencers are becoming more inclined to work with clean brands because there is a growing demand for authenticity and strong, sustainable ethics in the market. Sustainable brands are future-proof because they align with a long-term movement and lifestyle, not just current trends.

Some sustainable fashion brands that are amazing to work with are Amour Vert, Reformation, Veja, Patagonia, and Stella McCartney.

Sustainable brands are future-proof because they align with a long-term movement and lifestyle, not just current trends.

5. Clean beauty routines

From eco-friendly packaging to cruelty-free products, influencers are sharing skincare and makeup routines that focus on sustainable beauty brands with transparent, sustainable practices.

Ilia is a new beauty brand that has picked up a lot of popularity for its clean, quality products. They emphasise eco-friendly packaging, using recycled materials and minimalistic designs that align with their commitment to sustainability. Influencers like Camri Hewie, have partnered with Ilia to promote beautiful cruelty free products like these. Take a look at our list of 26 beauty influencers that will be huge in 2025, to see how they are incorporating sustainable practices.

6. Encouraging plant-based diets

Food and lifestyle influencers are sharing plant-based recipes, showcasing how reducing meat consumption can help the planet, and encouraging followers to make small dietary changes. It’s quite the opposite of the current carnivore diet trend on TikTok— who wants to be eating off a cutting board anyway?

Food influencers especially have been picking up a lot of attention recently for sharing creative homemade recipes. Carleigh Bodrug has amassed a large following on her TikTok and Instagram pages, plant you, with over 5M fans. She shares colourful and budget-friendly plant-based recipes focused on transforming simple ingredients into delicious meals, from hearty pasta dishes to creative veggie-based snacks. She effectively encourages small steps toward a more sustainable diet.

She effectively encourages small steps toward a more sustainable diet.

7. Educational posts about climate change

Instagram is a great platform for influencers to inform and advocate for climate change. Many activists are using video content on TikTok and Instagram reels to send an important message. Sabs, @sustianablesabs, is one of many eco-influencers on social media that creates engaging content to inspire her audience.

Through her content, she shares tips on sustainable habits, educational posts about pressing climate issues and related movements, and cultivates a culture around environmental responsibility. She co-founded a non-profit organisation, @intersectionalenvironmentalist, to make a greater impact.

8. Supporting local/small businesses

By partnering with small, eco-conscious brands, influencers encourage followers to shop locally, reducing the carbon footprint of long-distance shipping.

For example, boosting a local vegan restaurant that does an amazing brunch is a great way for influencers like @immylucas to promote sustainable eating habits.

There is a large array of micro-influencers that boost small businesses. It can help grow brands that have great values behind them. Our influencer marketing platform is an amazing way to reach influencers and celebrities to partner with.

9. Eco-friendly travel tips

Travel influencers promote ways to be able to travel to new places while still being planet-conscious. They share tips on how to leave behind a small carbon footprint, like practising slow travel, finding sustainable accommodations, and respecting local communities.

Stefania Guglielmi, an Italian travel influencer, offers expert advice on sustainable travel and shares her personal experiences from various destinations. Her blog, Every Steph, features detailed guides on the best eco-friendly travel spots, as well as in-depth reviews of high-end, environmentally-conscious resorts, all with a focus on blending luxury with sustainability.

10. Upcycling

Upcycling is an amazing way to become more sustainable in the most creative ways. Influencers have posted videos of them upcycling old clothes and pieces of fabric into innovative designs. A great example of this is the work of Madeleine White, who has blown up on TikTok for making clothing items out of the most bizarre items she finds in her apartment.

Upcycling can easily extend to home decor as well, like repainting old furniture for a more fresh and trendy look. Check out @brightly.eco on TikTok for more creative tips on being sustainable.

Upcycling is an amazing way to become more sustainable in the most creative ways.

11. Encouraging community activism

Social platforms serve as a great communication tool for local activists to spread the word. Instagram and Twitter amplify voices and connect with like-minded individuals. Social media plays a powerful role in amplifying these efforts.

Accounts can share inspiring posts about all kinds of global and community issues. Influencers and brands also go beyond educational content, they can also use their platform to organise virtual events or gather people in person.

For example, @venetialamanna encourages her followers to be mindful of their consumption through initiatives like @theorispresent’s #SpeakVolumes campaign. She asked her followers to count the garments in the closet to promote brand transparency and accountability. Using hashtags like #climatechange boosts visibility and helps spread the word on important issues.

12. Launching sustainable brands

Some influencers have taken this initiative a step further and created their own sustainable product lines. Whether it’s clothing, skincare, or accessories that meet high ethical and environmental standards.

This is the perfect way to amplify their message and do something to make a real impact. A great example is the beauty brand Rare Beauty, created by Selena Gomez. The brand uses eco-friendly packaging, offers cruelty-free products, and is transparent about its sourcing practices. The Rare Impact Fund is committed to making a real impact in the world by increasing access to mental health services for young people. Selena Gomez shows how influencers can make a meaningful change in the beauty industry and use brands to amplify the importance of sustainability and giving back to the community.

Selena Gomez shows how influencers can make a meaningful change in the beauty industry and use brands to amplify the importance of sustainability and giving back to the community.

13. Mindful product promotions

Choosing the right products and brand to partner with is very important for promoting sustainability. In 2025, influencers will be increasingly conscious of what products they promote and stand behind. Image is so important nowadays, and followers expect influencers and celebrities to align with brands that have responsible and for-good values.

For example, promoting a sustainable water bottle that uses recycled materials and helps reduce single-use plastic bottles is a mindful product promotion. Spotlighting brands with durability allows influencers to use their platform to inspire their followers to build better habits towards making sustainable choices.

Image is so important nowadays, and follows expect influencers and celebrities to align with brands that have responsible and for-good values.

14. Closet clean-outs

Closet clean-outs are a great way to promote sustainability online because they are engaging and send an important message about mass consumption. These videos not only help to declutter closets but also allow people to find forgotten items, repurpose old favorites, and donate the rest to local thrift stores.

Influencer Delilah Isabel has made popular closet clean-out videos where she walks followers through the process of keeping and eliminating certain items, with helpful tips to inspire her watchers to do the same.

15. Promoting zero-waste activities

Sustainability influencers often seek out activities that people should check out that don’t add to your carbon footprint. They highlight nature-filled days like going on hikes, heading to the park for a picnic, and visiting lovely gardens in local communities.

For the chillier days, there is plenty of time to explore eco-conscious cafes, thrift stores, and zero-waste shops like The Source Bulk Foods located in multiple areas of London. TikTok is used a popular platforms for influencers to vlog visits to stores like these and boost their visibility.