The food and beverage industry is experiencing a revolution in marketing, thanks to the growing influence of influencers and content creators on social media. Unilever, a major FMCG company, has recognized this trend and now allocates around 50% of its advertising spend to digital platforms. Sukru Dincer, the global head of digital, sustainable choices at Unilever, explains that the distribution of digital advertising budgets varies across markets and depends on the specific goals of each brand.
In a recent study conducted by Unilever, it was found that 60% of content creators expressed their desire to make a positive impact on the environment. One way to achieve this is by promoting environmentally friendly products and services. However, a staggering 84% of content creators admitted to not mentioning sustainability more in their content due to various barriers.
A survey conducted in 2019 revealed that consumer engagement with influencers on social media has led to the discovery of new brands and products for 41% of respondents. This trend has only gained momentum since then, with the influencer marketing market now estimated to be worth a record $21.1bn.
Fear of greenwashing is identified as the primary barrier preventing content creators from focusing more on sustainability. Greenwashing, which involves making false or misleading claims about the environmental benefits of a product, has drawn attention from policymakers. In response, the European Commission has proposed criteria to combat vague, misleading, or unsubstantiated environmental claims.
Not only are policymakers concerned about greenwashing, but consumers also show apprehension. KPMG UK found that 54% of consumers would stop buying from a company if it was found to have misled them with false sustainability claims. Sectors such as energy, fashion, transport, automotive, and grocery are considered particularly at risk of greenwashing.
To address these concerns, Unilever is partnering with sustainability experts to create a coalition that will support content creators in delivering accurate and impactful sustainability messaging. This coalition includes organizations focused on carbon reduction, advertising transparency, and the United Nations Development Programme.
Awareness of sustainability labels among both consumers and influencers is relatively low, highlighting the need for educational resources and support. Unilever and its coalition partners aim to provide content creators with training, advice, and trustworthy information about sustainability, aligning their efforts with the latest climate science.
In summary, the rise of influencers and content creators has transformed the marketing landscape for the food and beverage industry. Unilever recognizes the importance of sustainability messaging but acknowledges the barriers that content creators face, such as the fear of greenwashing. By partnering with sustainability experts, Unilever aims to support content creators in delivering informative and meaningful sustainability content while adhering to the latest scientific guidelines.