How Influencers can Positively Affect the Food Industry
There are ways influencers benefit society. Yes, the industry has some cleaning up to do: Issues of authenticity and oversaturation come to mind. In spite of these growing pains, I believe influencers are ultimately part of a positive digital trend. I’ve seen it, not just as someone who works in the industry, but as a follower — someone who enjoys influencer content.
Influencers expose us to diverse models of what it means to be cool. In my opinion, influencers are a product of the equalizing power of social media, meaning people (not brands and not the media) get to decide who they want to follow. The result is a spectrum of diverse influencers who better reflect our society.
So how can influencers use their “power” for good?
Influencers can bring attention and awareness to important causes.
Many top online influencers are engaged in some kind of social advocacy. One example is the creation of a new influencer agency in Norway, Team Tomorrow, founded by vegetarian profile and author Hanne-Lene Dahlgren and manager Nikolai Kaatorp Mathisen. An agency with a goal of "inspiring and engaging consumers to a more sustainable lifestyle".
The agency has secured nine well-known profiles to inspire consumers to a more sustainable lifestyle:?
On a more global scale we find top 10 zero-waste influencers Bea Johnson, the founder of Zero Waste Home and others such as Lauren Singer, Kathryn Kellogg, Anamarie Shreeves, Rob Greenfield, Anne-Marie Bonneau, Addie Fisher, Isaias Hernandez, Nina Gbor and Josephine Stagnetto-Vermilye. Visit ZeroWaste.com to learn more about these profiles.?
Influencers’ goodwill posting isn’t for nothing either — it gets results. The exposure can propel a call to action and spur meaningful dialogue on the topic.
Great! Now, how do you get the influencers to focus on helping the food industry become more sustainable?
Knowledge is key
As a business owner I would encourage you to teach the influencers about the reality of the food industry. - The good, the bad and the ugly.?
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Let them experience how it is like working in a restaurant or see where their food is coming from. Help them understand why the food industry is broken, and why it is important to fix it.?
Teach them about food waste, food traceability, food safety, how food plays a role in reducing our CO2 and methane emissions. How small steps can make a huge difference.?
Do what Electrolux did. Invite influencers to an event where experts, like Too Good To Go and TotalCtrl, get to speak about food waste and technology, what is being done, what needs to happen and how they can help.
Over ? of all the food we produce every year is WASTED. ?! Fully edible food for over 1,2 trillion euros is wasted every year, and accounts for 10% of the global CO2 emissions - But even worse; When the food hits the landfills, it produces methane gas which is 25 times more potent than CO2!?
With a growing population, increased hunger and climate change - it just does not make sense!?
Let’s help the influencers positively impact their followers, and transform the food industry for the better.?
Conclusion
Influencers can help stop climate change! and transform the food industry for the better. Yes, it is true. The impact the influencers have on their followers can actually help reduce food waste, CO2 emission and so much more.?
All you need to do as a business owner is help them understand the good, the bad and the ugly about the industry.
It not only gives the food industry a better future and the influencers more insight, but it also provides you with the marketing, community and trust you need to attract more customers and scale your business.?
So what are you waiting for?