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In an article published on the website vert.eco on
9th June this year (the name says it all), the Paye
Ton Influence collective denounced the “climate-
killing” practices of influencers, pointing an accusing
finger and inciting them to change their behaviour.
To attract as much attention as possible to these
excesses - ceaseless plane travel and compulsive
exposure to clothes made on the other side of the
world -, the collective commented on each of the
influencer’s posts, explaining the consequences
of their practices on the climate. With 11 million
followers between them, what if Lena Situation
and Squeezie (the over-40s may not know who
they are...) went green?
In the permanently sunny world of influencers, are
the clouds finally drawing in? The people looking for
likes are being scrutinised by the virtuous economy.
The Paye Ton Influence collective is using a clever
approach: calling out influencers means reaching
future generations, part-Gen Z, part-Millennial, in a
more effective way than with an advert in yesterday’s
media. It is equally clever in its intention to get
influencers to evolve towards “role models”, a more
gratifying status than mannequin for brands, but they
have to want to take it on of course. There is however
a genuine opportunity for them to develop their image
(which is beginning to deteriorate) by becoming more
responsible. And perhaps growing their community
also means helping it grow up...