Is Social Media changing our behaviour regarding Sustainability?

In a world that is increasingly focused on sustainability, social media has emerged as a powerful ally in promoting greener lifestyles. An innovative study conducted by Unilever and the Behavioral Insights Team (BIT) has revealed how brands can harness the potential of social media and content creators to drive significant change.

The study delved into the realm of social media and explored how content from influential users can influence sustainable decisions. Working with influential creators from TikTok and Instagram, Unilever, Dove and Hellmann’s created 30 pieces of inspiring content on sustainability, ranging from reducing food waste to minimising plastic use.

The results were clear: social media has a significant impact on behaviour. 

The study showed that both pragmatic and optimistic content had a positive impact on behaviour change. While pragmatic content highlighted the magnitude of the problem, optimistic content offered practical advice and personal benefits.

The study also highlights the critical role of brands in promoting sustainability on social media. It also shows that branded content is as engaging as user-generated content. This points to a promising future where digital platforms not only inform but also inspire sustainable change.

This study is an important step towards a more sustainable future where collaboration between brands, content creators and engaged audiences can make a difference. We are learning what kind of content makes sustainable choices easy and preferred, and together we are paving the way for a greener and more balanced world.