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June 4, 2023

Content Creators for Good: A Brand Guide to Working with Influencers


​​There’s a different kind of relationship that fosters amongst a group of people that are passionate, eager and devoted to create positive change in the world. It’s an unspoken truth that immediately binds those involved; if you’re on-board, you’re already committed and striving to create a better world for all. Amen!

This feeling was never more evident than at the latest Sustainable Brands conference, themed “Brand Led Culture Change,” that recently brought together business leaders, environmental activists, and sustainability experts, who exchanged innovative ideas, insights, and most importantly camaraderie for what it takes to create and build a more sustainable world.

In a hyper-connected, social age where one TikTok can bring down a company, any initiative or campaign by a business must be transparent to the roots of the operation – brands must be prepared for a singular post to be seen by all.  The search term “social impact creator” increased by 300% YOY (Source: Think With Google) indicating a growing interest in content for good, and the creator economy at large is geared to ramp up to $532+ billion by 2025 (Source: Business Insider).  In other words, you better check that your values align with your message before doing anything.

That’s why I developed and moderated a panel ad workshop in partnership with Sustainable Brands titled: Content Creators for Good: A Brand Guide to Working with Influencers. Content creators, influencers and brand experts during this hands-on session exploring the value of an influencer strategy, building ambassador programs, and sharing best practices in approaching win-win partnerships. This workshop covered opportunities and challenges in activating consumers through the lens of influencers and give a step-by-step guide to creating a strategy that works for your brand and sustainability goals. Brands included: Nespresso, Smashbox Cosmetics, How Good, and more.

Viewing content creators for good can unlock a tremendous amount of value planned accordingly, across all relevant departments internally. This multi-hyphenate discipline must work hand in hand with business ethics, growth objectives, and support brand values authentically and uniquely.

You can learn how to:

  • Build a values driven communications framework
  • Vet and select the right creators for your marketing initiatives
  • Increase sales organically with an attractive ROI
  • How to think beyond just media & into R&D
  • The musts for crisis communications & risk management

Check out the full deck below, and don’t hesitate to send me an email if this subject matter is talking to you, because I love to nerd out on all things sustainable marketing!




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