So you’ve stopped buying from fast fashion brands, embraced a plant-based diet, switched to cruelty-free beauty, and shared your journey with an online community of fellow eco-warriors. But how can you escape the ethical echo chamber and influence positive change amongst your friends and family in real life?
Here, explore some of the best content creators in the sustainable fashion and lifestyle space, and discover their top tips for sharing the message far and wide.
1 | Marta Canga @martacanga
Marta is a lifestyle blogger who writes about vegan food, slow fashion and cruelty-free skincare. But the most important way she shares the sustainable message is by switching family members onto more conscious habits, one small change at a time.
“I now have one of my sisters using reusable cotton pads to remove her makeup, which I think is awesome. And I have the other one totally hooked on second hand designer bags,” she tells me. “Whilst it doesn’t seem like much, showing them the little swaps they can make and that it doesn’t take much to get used to is crucial. A lot of people think being sustainable means being zero waste or nothing, and that is absolutely not the case. ”
Marta tries to influence others to take meaningful action in their own lives, citing her foodie father’s transition toward a diet with less meat. “Sustainability means different things to different people and we all approach it differently. So finding something that they are passionate about and showing them eco-friendly alternatives has been my strategy. There is always something people resonate with – start from there.”
2 | Bianca Foley @biancaffoley
Bianca is a fashion blogger who posts about mid-size style and describes herself as ‘sustainably curious’. She also co-hosts the podcast Sustainably Influenced alongside Charlotte Williams, a show that guides people through the minefield of sustainable living.
“As an influencer, you need to be conscious in what you are promoting and authenticity is key – you need to be practicing what you preach,” Bianca says. “I try to promote being more mindful about purchases and choosing quality ethical brands…this is how I first started looking at sustainability myself. You can’t expect people to get on board if you aren’t doing it yourself.”
Bianca also believes that small steps are the key to unlocking more sustainable behaviour in those around you. “My approach is all about making small, manageable changes to your lifestyle that you can sustain, rather than changing everything and falling at the first hurdle. It’s a marathon, not a sprint after all!”
3 | Nicole Wykes @ecowithnico
Nicole is a sustainable content creator, writing about conscious living and slow fashion while studying Environment and Development. Her posts tread the balance between lifestyle change and environmental activism, calling out big businesses and fast fashion while promoting approachable everyday eco behaviours.
Nicole suggests that a great way to switch friends and family onto sustainability is through watching documentaries together. “One of the main ways that got me into sustainability was through watching documentaries to find my ‘why’ for living more environmentally friendly. Knowing why you’re making these changes and the impact you can have is so important!” She recommends getting started with 2040, True Cost, A Plastic Ocean, Minimalism, Our Planet and Cowspiracy.
4 | Laura Young @lesswastelaura
Laura is an environmental activist who creates content about sustainable living and climate action, as well as sharing videos about her journey into gardening.
For Laura, the most important thing to remember is that we have control over the choices we make, and the power to put our time and resources towards a better world. “Choose to give locally, sustainably, ethically, and most of all to the things which matter to you most.”
She also maintains that everyone is an influencer, adding that: “You influence your friends and family, housemates, coursemates, colleagues and neighbours. Never doubt the power of the ripple effect when everyday people decide they want better for the planet. Slowly, we create change in our inner circles, outer circles, communities and nation.”
5 | Rosette Damilola Ale @thriftqueenlola
Rosette is a style blogger who is passionate about celebrating the joy of second hand fashion. She is also the founder of Revival LDN, a luxury denim brand based on the principles of recycling, repair and reuse.
According to Rosette, people can influence sustainable fashion behaviour in their lives by taking on fun challenges. For example, by boycotting fast fashion brands for a year, or taking part in Slow Fashion Season, Second Hand September or Fashion Detox.
“Sharing this with others will hopefully encourage them to join in. When people see the great results or cool outcomes from this lifestyle, they may become inspired to live more sustainably too.”
6 | Becky Hughes @theniftythrifter_
Becky is an Instagrammer and Youtuber who decided to quit fast fashion two years ago and has since been creating content about second hand shopping and sustainable style. After switching from high street stores to charity shops, Becky realised the power of quality over quantity. Her goal is to make sure she doesn’t get stuck in the cycle of buying clothes she’ll never wear, even if they are more ethical options.
“Buy what you know you love and encourage others to do the same,” she suggests. “Encourage those in your circle to make little wish lists before you leave the house so you know exactly what you need to buy to fill those pesky gaps in your wardrobe. It definitely stops me getting overwhelmed and buying things that would be a better fit for someone else.”
7 | Besma Whayeb @besmacc
Besma is a sustainable fashion and lifestyle blogger at Curiously Conscious, and the founder of Ethical Influencers, a platform for content creators who want to make a difference in the world.
“The main thing I have learned when influencing friends and family to make sustainable choices is to do so by framing them as better than the alternative,”she tells me, suggesting that living a more sustainable life doesn’t have to mean sacrificing the things we love.
“The other important part is to make them feel included, rather than excluded for continuing in the same behaviour patterns that they most likely haven’t questioned the impact of. Pointing fingers don’t help or encourage anyone. A sense of belonging and positivity is key!”
8 | Tolmeia Gregory @tolmeia
Tolmeia is a climate justice activist and digital artist. She’s been blogging since 2012 and works tirelessly to raise awareness of issues within the fashion industry and encourage others to get involved in environmental activism.
Recently, she has been sharing content about eco-anxiety, and how it limits our ability to combat climate change by creating feelings of extreme stress and worry. “Before I got involved with direct forms of activism within my community and beyond, I found my eco-anxiety was far more intense and crippling.”
Tolmeia suggests that the best way to beat eco-anxiety and make a bigger impact in our sustainability work is to connect with others. “Finding a community is really important in sustaining ourselves as individuals when it comes to being more sustainable. Start up conversations with people you know around you, look for a community activism group and open the doors to finding your people. This will help you build resilience and strength to bring others on board too.”
9 | Izzy McCleod @muccycloud
Izzy is a blogger who writes about intersectional environmentalism, and creates Youtube videos about fast fashion, zero waste living and more.
“For me it’s about being non judgmental, offering information, education, and also leading by example”, Izzy tells me, reflecting on how dressing in sustainable clothing has shown others that they can explore their unique style in an ethical way too.
“I have people that barely interact with my content coming back to me and saying they bought all their work clothes second hand after reading my stories about charity shopping. That’s why I do it!”
10 | Amyleigh Craig @amyleighcraigg
Amyleigh is a sustainable fashion blogger who also writes about cruelty-free skincare, minimalism and motherhood.
“Influencing on a small personal level always helps,” she says. “Sustainability can be information overload for the best of us, so showing friends and family that small daily changes can be made that are free, easy and simple can help, collectively, make a bigger change. It’s all a positive ripple effect!”
11 | Gillian @uncomplicatedspaces
Gillian is a slow fashion blogger renowned for her approach to building stylish capsule wardrobes. She also loves sewing her own clothes to reconnect with the value of what we wear.
For Gillian, the best way to influence sustainable choices is to lead by example. “Make sustainable choices yourself and let your community know about them. Let them know why you made the choice you did. Give them information that will help them make the sustainable choices that fit their lifestyles.”
12 | Sümeyye @vintagonista
Sümeyye is a style influencer who is passionate about vintage fashion and nature. Throughout her childhood, Sümeyye found joy in wearing second-hand clothes handed down from members of her family and wider community.
“It may seem a no-brainer but a great way to encourage sustainability in our own circles is by normalising the concept of preloved early on,” she suggests. “It doesn’t have to be straight off a shop hanger in order for it to be something new and bring you joy.”
13 | Nina Botzen @ninabotzen
Nina is a plant-based blogger who creates content about skincare, fair fashion and slow, mindful living. She tries to make sustainable living as simple and accessible as possible by taking part in eco activities together with friends.
“Show the people around you how easy it can be to make simple sustainable swaps. Instead of buying new clothes, how about checking out the flea market with them? Also show them how to cook their favorite food in a vegan version. Gift them a reusable water bottle for Christmas, or go travelling together by train. There is so much fun and sustainable stuff you can do.”
14 | Izzy Manuel @izzy_manuel
Izzy is a student who blogs about fashion and lifestyle while sharing editorial outfit posts which showcase her quirky individual style. She regularly promotes independent designers and sustainable brands, and encourages others to take small steps towards a more ethical wardrobe.
“I think it’s all about showing people how you can still dress in a way that represents your style but using second hand items,” she suggests during Second Hand September. “Show people that the clothes you can buy second hand are actually pretty funky and cool, and that you don’t need to keep buying brand new things!”
15 | Emma Slade Edmonson @emsladedmondson
Emma is a sustainable fashion writer, marketing consultant and co-host of the Mixed Up Podcast with Nicole Ocran. She regularly shares her love for second-hand fashion, promoting charity shopping, resale and rental as ways to embrace the joy of dressing up.
Emma believes that the most sustainable clothes are those that already exist. “In my experience the easiest way to influence people is to talk openly and often about how much you value your clothes and how much you enjoy wearing and rewearing your existing wardrobe.”
“We need to adapt the language we use when it comes to our clothes and start to celebrate and shout about wearing things over and over again. [We need] to apply currency to caring for things by associating them with heirlooms and priceless treasures that a daughter or a sister might want to wear, because it meant something to you and now it will mean a whole lot more to them.”
