Unilever Empowers Influencers to Raise Their Voices in Tackling 'Greenhushing' and Driving Sustainability

In an effort to tackle concerns of 'greenhushing', Unilever is establishing a 'coalition of partners' and encouraging content creators to voice their views on sustainability.

According to recent research conducted by the FMCG giant, 76% of social media influencers and content creators express a desire to incorporate sustainability into their content. However, a significant barrier preventing 84% of them from doing so has been identified.

This can be seen as greenhushing, the act of remaining silent about sustainability due to the fear of negative consequences. Our Website delved into this area of concern earlier this week and highlighted the potential moral and financial implications for brands that do not effectively address sustainability.

According to the research, content creators have several barriers that they worry about. One of these is the fear of being accused of 'greenwashing', which holds back 38% of respondents from discussing sustainability. Additionally, 21% have difficulty transitioning their usual content to green topics, fear that the definition of sustainability may change, and feel inadequately informed to speak on important issues.

Content must be rewritten with a better structure and style:

Concerns about being 'cancelled' were expressed by 18% of respondents, who feared negative public reactions if they were to make mistakes in sustainability content.

Furthermore, the study revealed that 91% of creators would benefit from increased access to content or resources related to sustainability, direct support for inquiries, assistance in handling audience comments, and training on effectively communicating trustworthy information about the environment. These resources would motivate them to post more frequently about sustainability.

Unilever, together with sustainability experts from Count Us In and other partners, is urging brands, agencies, and technology companies to collaborate in promoting sustainable choices through social media content. This coalition aims to develop a holistic approach, integrating social media content creators, non-profit organizations, and brands to expedite the dissemination of reliable sustainability content based on scientific research and behavior change theory, fostering more sustainable behaviors.

Unilever is currently working on a framework and guidelines to align their solutions with the most up-to-date climate science.

Rebecca Marmot, Unilever's chief sustainability officer, stated that sustainability content on social media has the power to inspire more sustainable actions. Research shows that influencers greatly influence consumers' environmentally friendly choices. However, it is crucial for the content to be informative and meaningful.

She concluded: “Climate Week NYC 2023 is the perfect opportunity to collaborate with others and empower influencers to communicate on the key issues with credibility.”