Many brands have begun to receive reactions from Influencers, and their audiences concerning the wastage PR activities can create.
It’s a commonplace, for instance, for beauty brands to send the whole color range of a beauty product to one influencer so that they can choose the merchandise that best matches their skin, without taking under consideration the quantity of the wasted product and packaging this practice causes.
Similarly, many popular Influencers simply receive more products than they might ever undergo in their lifetime – most of which are available bulky boxes with multiple layers of packaging. Even the foremost minimal send-outs often contain a plastic package, bubble wrap, and cellophane, or other non-recyclable elements.
With consumers becoming increasingly eco-conscious, brands – and particularly those that list sustainability as a core value – have had to rethink their approach to PR. Many brands are forced to innovate to urge their products across influencers’ desks in an exciting, shareable, and sustainable way.
Taking the Sustainable Path
