Sustainable Brands & Influencer Marketing: Can They Ethically Coexist?
Mar 26, 2025
3
min reading
Operating a sustainable fashion requires making choices that counteract a system focused on overproduction and mass consumption.
For small and medium-sized enterprises (SMEs), the challenge is even more pressing.
Like all sustainable brands, they must drive conscious and transparent practices, but they also face the added challenge to manage limited budgets, grow sustainably, and compete with larger companies while staying financially afloat.
With these constraints, standing out in a crowded market becomes even more difficult.
And that brings us to marketing. No brand—sustainable or not—can grow without it. But for sustainability-driven businesses, marketing can feel like walking a fine line.
How do you promote products without fueling the overconsumption mindset you’re actively working against?
This dilemma has sparked ongoing conversations among sustainability advocates, resulting in ideas such as "green marketing" and "sustainable branding," along with criticism of "greenwashing", shedding light on a scenario where profitability and responsible business practices can coexist.
A 2023 Forbes article about the biggest challenges to 'green marketing' highlights this balance: "To sustain and grow an eco-friendly business, products must both meet customer needs and be environmentally sustainable. To avoid green marketing myopia, brands should ensure they are targeting customer desires as well as product features.”
When bringing this topic onward, social media can’t be left aside.
Today, marketing and social media are almost inseparable, includes influencer partnerships—a strategy that sustainable brands often need to approach with caution, as it raises significant concerns:
With fast fashion brands utilizing influencers to drive high-volume sales, how can sustainability-focused brands engage in influencer marketing without compromising their principles?
What ethical approaches can they take to ensure these partnerships support their growth while aligning with their values?
The Role of Social Media and Influencer Marketing in Brand Growth
It's hard to argue that social media—and the internet in general—don't have a major influence on shopping behavior worldwide. Research has been backing this up, with reports like the 2024 PWC study showing just how significant the impact is:
46% of consumers now shop directly through social media—more than double the 21% recorded in 2019.
67% use social platforms to discover new brands, and 70% check reviews before purchasing.
These numbers reflect a reality we’re all familiar with. Another known fact is the power of influencers. The study also reveals that 41% of shoppers say influencers directly impact their purchasing decisions.
With influencer endorsements playing a major role in this dynamic, the question arises: Can influencer marketing align with sustainability, or does it inherently contradict slow fashion values?
And these concerns are valid—many influencer partnerships have faced scrutiny for greenwashing and misleading sustainability claims.
A 2023 Guardian investigation exposed the rise of greenwashing influencers, revealing how fast fashion brands use sustainability messaging to mask unsustainable practices.
This means that, for brands that prioritize ethical production and conscious consumption, partnering with influencers requires a different and more attentive approach.
Bridging the Gap: Aligning Influencer Marketing with Sustainability
As expressed in a Not Just the Label article about sustainable fashion social influencers ****“not all sustainable fashion influencers promote greenwashed products—some are deeply committed to genuine sustainable practices.”
So, how can brands collaborate with influencers while staying true to their sustainability values? Let’s break down some key tips.
Vet influencers beyond just their content or reach.
Remember it’s not just about what they post or their number of followers. Look at their purchasing habits, brand affiliations, and whether they walk the talk in their everyday choices.
If they frequently promote fast fashion or contradict sustainable values in other partnerships, they may not be the right fit, no matter their reach.
📌 Extra tip: Make a list of "non-negotiables" for your brand and assess potential influencers based on how well they align with your ethos.
Collaborate with micro-influencers who have niche sustainability communities.
Micro-influencers, despite having smaller audiences, tend to possess greater credibility in sustainability discussions due to their high engagement levels.
Partner with individuals who are truly passionate about eco-friendly fashion and are actively involved in sustainable communities. Their support will come across as more genuine and influential.
Cultivate long-term, value-driven partnerships.
Instead of short-term deals, work with influencers over multiple campaigns.
This not only builds trust with their audience but also signals that your brand genuinely values their voice and what they stand for.
A solid, ongoing relationship helps avoid the appearance of superficial sustainability messaging and fosters a more genuine brand narrative.
Be clear about sustainable content expectations.
Give influencers a transparent set of guidelines, such as avoiding overconsumption messaging, using accurate sustainability claims, or disclosing when a product is gifted.
Make it easy for them to align with your values while still maintaining their creative freedom.
Make sure the influencer resonates with your message and not just the other way around.
It’s crucial that the influencer genuinely believes in and connects with your brand’s sustainability mission, not just the incentives of a collaboration.
When their values align with yours, their audience will perceive the genuine nature of their support, resulting in a more natural collaboration. It's important to establish a partnership that feels like a common goal rather than merely a commercial exchange.
Shaping a Sustainable Future Through Ethical Partnerships
It ia possible to successfully collaborate with influencers without compromising sustainability. The key lies in making thoughtful, value-driven decisions.
As you navigate these partnerships, remember that staying true to your values is essential for fostering real, lasting change in the industry.
And let’s not overlook the flip side: influencer marketing can be a powerful tool for amplifying the message of sustainability.
When utilized wisely, influencers can connect with large audiences and foster positive change by advocating for environmentally friendly practices.
Their extensive reach and impact can raise awareness, promote thoughtful consumption, and elevate the messages of sustainable brands, contributing to a more ethical future for the industry.
“If influencing is a way to get more people to be aware of sustainable practices then it’s not an oxymoron” – Pia Rey, wardrobe stylist and fashion sustainability contributor for Vogue Mexico (verse cited in Not Just the Label).
To help you out, we’ve gathered a list of sustainable influencers we approve of in today’s fashion scene.
@elll.rose → Elle is a micro-influencer focused on sustainability, raising awareness about greenwashing and critiquing brand claims on environmental issues. She gained popularity through her voluntary work with thrift shops, improving their store displays to bring in more customers.
@sophiaxverde → Sophia is a sustainability-focused micro-influencer, specializing in travel content, second-hand fashion, and highlighting sustainable production in fashion brands. She creates user-generated content (UGC), making her an ideal collaborator for small sustainable brands, especially athlete brands looking to grow their presence.
@thatcurlytop → Jazmine Brown is a lifestyle and sustainability influencer known for her engaging content on eco-friendly living, beauty, and fashion. With a focus on promoting conscious consumerism, she shares tips on sustainable products and practices while celebrating inclusive beauty.
@marielle.elizabeth is a sustainability influencer and advocate, focusing on eco-conscious living, slow fashion, and body positivity. She uses her platform to promote mindful consumption, ethical brands, and social justice
The journey may be challenging, but with the right tools, collaborations, and unwavering commitment, we can build a fashion industry that is responsible, inclusive, and sustainable for future generations.
Want more tips on how to keep your brand sustainable and growth-focused?
Dive deeper into our blog for actionable advice on navigating the sustainable fashion landscape. Here are some of the topics we’ve already tackled:
Sustainable Fashion 1:1: A Guide for SMEs Navigating a New Era
Beyond Retail: How Overlooking Your Supply Chain Limits Growth
The Future of Fashion: Integrating Technology and Sustainability
Together, we can transform the future of fashion—making sure it's ethical and community-oriented.
___
Written By Maria Eugênia Lima, Content & Marketing Intern at World Collective
