Ethical Influencers – Please Stop Creating Content for Each Other!

Ethical Influencers – Please Stop Creating Content for Each Other!

Note: This letter was originally published in our weekly newsletter and is being republished here.

Hey guys,

While I rarely spend much recreational time these days on Instagram, I was fortunate to stumble across a thought-provoking post written by one of our followers, Brittany @alittlebrittoffun that really resonated with me. 

In the Insta post, she writes: “Influencers – Please Stop Creating Content for Other Influencers, You are NOT Google: I would suggest anyone who considers themselves a blogger/influencer/content creator takes a moment to evaluate their Instagram and the content they create. I would ask yourself who this content is for and why you are sharing it. Be real with yourselves too. If you are crafting content meant for other influencers/bloggers/content creators to consume and like (and be envious of) you are alienating the group of people who got you to the point you’re at…”

Kudos to Brittany for picking up on this because I had noticed this same thing years ago. Here’s what many ethical brands should ask themselves when they work with ‘influencers’ (which touches on something I wrote about in last week’s newsletter about Instagram ‘Like’ pods):

 If an influencer is creating content that only engages other influencers (liked, commented and shared by their influencer friends) do they really have INFLUENCE? 

Now I know I sound like a broken record when I ask this, but what is the point of an ‘eco influencer’ preaching to the converted? Doesn’t hanging out in ‘eco’ cliques defeat the purpose of real influence? Isn’t the point to reach the masses to influence them to the environmental cause or am I wrong about this? If you’ve noticed this influencer behaviour also, what do you think? Feel free to reply to this email with some of your own observations (and if you’re keen to read more about my insider’s take on eco blogging and ethical influencers, read this post).

Anyway, here’s what I’ve been watching, reading and listening to this week:

Podcast Shows / Films:

The DropoutABC News. If you don’t know about Steve Jobs wannabe Elizabeth Holmes and her company Theranos, you’re going to enjoy learning about this unbelievable story of ambition and delusion.

Sustainable TourismABC Radio National’s Big Ideas. If you’ve ever wondered whether the planet can sustain our current level of tourism, this is a great episode to listen to. 


How to Make a Plant Love You: Cultivate Green Space in Your Home and Heart by Summer Rayne Oakes

Articles /Posts:

Zara wants all its clothes to be made from sustainable fabrics by 2025CNN

An Ethical Crocodile Handbag? Wall Street Journal

Adani protest: French journalists arrested while filming anti-coal activitiesThe Guardian

Jeff Bezos: I spend my billions on space because we’re destroying the EarthCNBC

Bolsonaro declares the ‘Amazon is ours’ and calls deforestation data ‘lies’The Guardian

Africa’s largest wind power project opens in Northern KenyaReuters Africa

And that’s all from me. Enjoy the rest of your week!

Peace, love and all that jazz,

Jen xx

p.s. If you’ve joined us recently because you found EWP through WWF Australia’s 24+ Tips for Going Plastic-Free from Zero Waste Bloggers, we’re so glad you’re here! Welcome and I hope you find our newsletters useful and enlightening!

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