I came across this insightful piece on Thred, a digital space dedicated to young people that are shaped by youth culture and powered by social change, discussing the current state of social media. The gist? Social media has morphed into a fierce marketing battleground, with TikTok leading the charge. No longer just a place for laughs, TikTok has become a hotspot for brands to showcase their products and grab our attention.
A MENTAL TOLL WHICH ADDS UP TO AN ENVIRONMENTAL TOLL
TikTok’s seamless integration of ads and influencer promos has made impulse buying almost irresistible, earning it the nickname “digital crack” as it gives a rush like gambling or drugs. The $2.5 billion spent by users in 2023 and a massive 92% ready to buy something underscores its influence. And it’s not just the ads, writes Jessica Byrne; TikTok’s format keeps you hooked. For young folks especially, brands aren’t just brands, they’re part of who they are. The stuff you buy shows off your style and what you’re into. However, beneath the glitz lies a harsh reality: much of what influencers promote is poorly made and harmful to the environment. It is a mental toll that adds to an environmental toll.
WHAT TO DO?
So, what you can do as a changemaker? Here are five actionable steps:
- Show what you stand for: Let your social media reflect your business’ essence, highlighting how your offerings genuinely improve lives or the environment.
- Spread awareness: Shed light on issues like overproduction and its environmental toll, offering sustainable alternatives for greener choices.
- Authenticity matters: Build genuine connections with your followers, creating a space where they feel valued, not just sold to.
- Choose your allies wisely: Collaborate with influencers who share your values and authentically promote quality and sustainable products.
- Educate and practice kindness: Help your followers see beyond impulse buying, offering practical tips for mindful purchasing decisions. And above all, practice kindness in your interactions, fostering a community of empathy and understanding.
Staying true to your purpose is paramount. When you remain faithful to your mission and practice kindness, those who resonate with your values will naturally gravitate towards you.
Cover image: “The effects of smartphones” by Sayan Ghosh on Unsplash
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- Source: https://thisisoliver.co/2024/02/16/from-community-building-to-digital-crack-how-social-is-threatening-purpose-and-what-to-do/
