Welcome to #SustainTok series : A special series covering sustainability trends on TikTok

It's the Tik Tok generation's world and we are living in it. Here is a preview of topics that will be covered in our #SustainTok series in the coming weeks

In 2012 a Chinese entrepreneur, Zhang Yiming, founded the tech giant ByteDance. A few years later ByteDance launched several apps and the two that took off beyond anyone’s imagination were - TikTok and Douyin (or the Chinese TikTok). Little did anyone know that TikTok will go on to be the most popular app with kids. Last year, Business Insider reported that the median time each day spent on TikTok by the teens who use the app - was an astonishing hour and 52 minutes. That compares to the one minute they spent on Facebook, 10 minutes on Snapchat, and 16 minutes on Instagram. According to the new study by Common Sense Media conducted with the University of Michigan C.S. Mott Children's Hospital, the only app that even comes close to the screen time gobbled up by TikTok was YouTube, clocking in at 40 minutes.

TikTok, this ephemeral video-sharing platform, has also unexpectedly emerged as a powerful catalyst for sustainability. What began as short-form entertainment with dance challenges and lip sync trends, has transformed into a global movement, shaping consumer behaviour and driving a demand for a variety of products and practices. With sustainability becoming a buzzword of late, TikTok creators have picked up the mantle to build content to suggest ways to become more sustainable as consumers. After #BookTok #DanceTok #MusicTok and #PlantTok, I am compelled to name this type of content - #SustainTok!

SustainTok-ers are leading the movement in generating awareness and educating its users on what sustainability looks like on an individual level.

These trends have not only created new markets but also fostered a community of conscious consumers in various segments. Our thrust in almost every other previous edition of this newsletter has largely been on lobbying for increased government action and to hold them to an higher standard of accountability. This also means relieving some of the unnecessary and disproportionate pressures that are put on individuals to choose better and do better, while the bigger organisations as well as the governments stay dormant and noncommittal.

For our purpose, it is vital we take a look at the crucial role this platform is playing in creating a new demand in the market and also understand what these trends are getting wrong in terms of stakeholder accountability. Over the course of the next weeks, we will discuss the top seven trends around sustainability that are doing the rounds on TikTok of late. Today, we bring you a cursory summary of what these trends are, their target group, their impact, and their effectiveness.

1. Deinfluencing : challenging consumerism

Deinfluencing is a counter-trend to the pervasive influence of social media marketing. TikTok creators are calling out excessive consumerism by exposing the reality behind hyped-up products. This movement encourages mindful consumption, helping people realise that they don't need every new product that comes their way. By promoting minimalism and contentment, deinfluencing contributes to a more sustainable lifestyle.

• Driving demand: Ironically, deinfluencing has created a demand for authenticity and transparency in the influencer marketing industry. Brands are now pressured to be more genuine and ethical in their approach.
• Target group: Primarily Gen Z and young millennials who are increasingly conscious of overconsumption and the environmental impact of fast fashion and consumerism.
• Effectiveness: Deinfluencing has been highly effective in raising awareness about the issue of overconsumption. While it's challenging to measure its impact on long-term consumer behaviour, it has undoubtedly contributed to a shift in mindset.
• Hit or miss: A definite hit. Deinfluencing has sparked important conversations and challenged the status quo of influencer culture.

2. Underconsumption core : less is more

Underconsumption core is a lifestyle choice that prioritizes owning fewer possessions. It's about quality over quantity, opting for durable, long-lasting items rather than constantly chasing trends. By reducing consumption, individuals contribute to less waste and a smaller carbon footprint. This trend aligns with the principles of minimalism and slow living.

• Driving demand: This trend is fostering a demand for minimalist and high-quality products that last. It also encourages consumers to prioritise experiences over material possessions.
• Target group: Primarily young adults seeking a simpler, more intentional lifestyle.
• Effectiveness: While underconsumption is an ideal, it's challenging to fully implement in today's consumer-driven world. However, the trend has contributed to a growing awareness of the benefits of minimalism.
• Hit or miss: Still to be determined as it is gathering a lot of backlash. But as it aligns with broader sustainability goals and promotes conscious consumption, it is probably tilting towards a hit.

3. Veganism and plant-based living: compassionate consumption

Veganism and plant-based living have gained significant traction on TikTok, with countless creators sharing delicious recipes, lifestyle tips, and the ethical and environmental benefits of these choices. By reducing meat and dairy consumption, individuals can significantly lower their carbon footprint, conserve water, and prevent animal suffering.

• Driving demand: The surge in vegan and plant-based content has created a significant market for alternative food products, fashion, and beauty items.
• Target group: A diverse group including long-term vegans, flexitarians, and those curious about plant-based lifestyles.
• Effectiveness: The trend has been incredibly effective in normalising plant-based options and reducing meat consumption.
• Hit or miss: A massive hit. Veganism and plant-based living have become mainstream and continue to grow in popularity.

4. Thrifting and upcycling: fashion with a conscience

Thrifting and upcycling have become synonymous with sustainable fashion. TikTok has made it cool to find unique pieces at thrift stores and transform unwanted items into stylish creations. By opting for secondhand clothing and giving new life to old items, people can reduce their fashion-related environmental impact and express their individuality.

• Driving demand: Thrifting has boosted demand for vintage and secondhand clothing, while upcycling has created a market for repurposed materials and DIY products.
• Target group: Primarily young people seeking affordable, unique fashion and those interested in reducing waste.
• Effectiveness: Both trends have been highly effective in diverting clothing from landfills and promoting creativity.
• Hit or miss: A resounding hit. Thrifting and upcycling have become integral parts of sustainable fashion.

5. Clean and organic beauty : skincare with integrity

Concerns about the harmful chemicals in conventional beauty products have led to a surge in interest in clean and organic beauty. TikTok creators are sharing their favorite natural skincare routines and highlighting the importance of using products that are gentle on both the skin and the environment. By choosing clean beauty, consumers can reduce their exposure to toxic substances and support brands with ethical practices.

• Driving demand: Consumers are increasingly demanding skincare products that are free from harmful chemicals and ethically sourced.
• Target group: Primarily health-conscious consumers who prioritise natural ingredients and sustainable packaging.
• Effectiveness: The trend has led to a growing number of clean beauty brands and increased consumer awareness of ingredient transparency.
• Hit or miss: A definite hit, as it aligns with the overall wellness trend and growing concern for personal health.

6. Slow living : prioritising well-being

Slow living is a counterculture to our fast-paced world. It emphasizes mindfulness, simplicity, and connection with nature. TikTok creators share tips on how to incorporate slow living into daily life, from practicing meditation and yoga to spending time outdoors and enjoying hobbies. By slowing down, people can reduce stress, improve mental health, and live more sustainably.

• Driving demand: Slow living promotes mindfulness, relaxation, and quality over quantity, leading to a demand for products and experiences that support this lifestyle.
• Target group: Primarily stressed individuals seeking balance and well-being.
• Effectiveness: Slow living can be challenging to maintain in a fast-paced world, but it has contributed to a growing awareness of the importance of work-life balance and mental health.
• Hit or miss: A hit, especially in light of the increasing emphasis on mental health and well-being.

7. Calling out greenwashing : holding brands accountable

Greenwashing, the practice of misleading consumers about a product's environmental benefits, is a growing concern. TikTok creators are playing a crucial role in exposing greenwashing tactics and holding brands accountable. By highlighting the truth behind misleading claims, they aim to empower consumers to make informed choices and support truly sustainable companies.

• Driving demand: This trend has created a demand for transparency and authenticity in the sustainability claims made by brands.
• Target group: Primarily environmentally conscious consumers who want to make informed purchasing decisions.
• Effectiveness: While it's challenging to quantify the impact, greenwashing exposure has undoubtedly raised awareness of the issue and put pressure on brands to be more honest.
• Hit or miss: Borderline - it sure empowers consumers but it remains to be seen if it actually holds companies accountable for their environmental claims.

By educating, inspiring, and empowering their audiences, TikTok creators are no doubt driving positive change and contributing to a more a sustainable way of being - but are they providing solutions to solve actual issues or just creating really really good content by suggesting a better way to live?

We’ll find out in our analysis over the next few weeks. If you have any insight on any of these topics, I would love to hear from you and collaborate with you!