Influencing Change: The Strategies of Climate Influencers

In this episode of the How to Protect the Ocean podcast, host Andrew Lewin discusses the importance of influencers and celebrities speaking up for the ocean and climate change. He starts off by highlighting Kim Kardashian's new product, a bra where part of the proceeds go to 1% for the planet. Andrew emphasizes that the involvement of celebrities in climate change discussions is significant and explores why it matters. He reflects on a time when climate change wasn't a widely discussed topic and emphasizes the role of social media in raising awareness.

Tune in to learn more about the power of celebrity influence and how we can all contribute to protecting the ocean.

Link to whitepaper: https://www.climatecommunications.earth/whitepaper-articles/influencing-the-influencers

According to the podcast episode, social media algorithms have a bias towards short-form and entertaining content, which limits the visibility of real-world examples and work on campaigns for social and environmental justice. The transcript highlights that social media platforms often prioritize content that is more about screen time and entertainment value, while limiting the visibility of stories and solutions related to injustices. As a result, important information and projects related to social and environmental justice may not be widely promoted or shared on these platforms.

The episode emphasizes the need to elevate those who engage in local grassroots activism and share real-world examples and work. It suggests that algorithms do not prioritize the sharing of information on specific projects and injustices, potentially hindering the dissemination of important information. This limitation is seen as problematic because some of these stories and projects may be difficult to digest but need to be addressed and changed.

The transcript also highlights the imbalance in how online activism is valued higher than offline activism. Grassroots organizers and organizations have relevant data and case studies showcasing how injustices were fought and what was demanded, but social media platforms may limit the visibility of these stories and solutions. This suggests that the algorithms used by social media platforms may not effectively promote or prioritize content related to social and environmental justice, potentially hindering the impact of grassroots activism and the dissemination of important information.

Many climate influencers rely on advertising and promotional agreements to fund their work and support their teams and families. The podcast transcript mentions that these influencers, including the host himself, share and promote product ads to secure funding models that sustain their work. Advertising or promotional agreements provide financial support for their efforts, allowing them to fund their teams and even support their families. This suggests that the role of an eco-influencer has evolved beyond simply informing people about sustainable products. It now includes elements of entrepreneurship, storytelling, and thought leadership. However, finding businesses or companies willing to fund climate-related messages can be challenging, as it is not always seen as a profitable endeavor. This difficulty in securing funding is similar to the host's experience in podcasting, where finding a business model that works and obtaining sponsorships from sustainable companies is a constant struggle. Nonetheless, advertising and promotional agreements remain crucial for many climate influencers to continue their important work in raising awareness and advocating for action on climate change.

According to the episode, the role of an eco-influencer has evolved beyond simply promoting sustainable products. In addition to advocating for more sustainable choices, eco-influencers now engage in entrepreneurship, storytelling, and thought leadership. This means that they not only promote sustainable products but also collaborate with academic institutions to communicate climate science and work with organizations to drive their message. They utilize various forms of media, such as videos, photos, and illustrations, to effectively communicate their message and engage their audience. This evolution in the role of eco-influencers highlights the importance of raising awareness about climate change and inspiring action, rather than solely focusing on product promotion.