Eco Toker, the main theme of Generation T, the TikTok - Lifestyle community

Sustainability is a major theme

and has not been wiped out by the pandemic: a greater sensitivity now seems to have been acquired for most people and has consequently also become a commitment for companies as people are increasingly orienting towards sustainable brands in their choices in every field.

Indices and certifications have multiplied in recent years in which sustainability is a decisive factor in the identity card of companies, true or false given the so-called practice of greenwashing, that is the 'green' surface to mystify a reality that does not it is at all.

Sustainability is the

.

"The industry has finally accepted the challenge. Many companies have made commitments, most of them up to 2030. We are now entering a phase where the industry must deliver on these promises. On the other hand, the planet cannot afford a "Industry that is not making progress. Consumers have become more demanding. During the pandemic, people have had more time to think about their consumption patterns during the pandemic," observes

commenting on The State of Fashion 2022 report. a major shift, particularly in Western Europe and North America, in the way consumers think about sustainability and what they ask of brands.

which contain data on how the products were born and their impact on the environment and traceability are the two big issues when it comes to sustainability.

in this case: on the one hand, providing the necessary

and, on the other hand, providing this information to an increasingly demanding consumer who wants such transparency in a world of very supply chains. complex.

So all of this requires the use of technology to provide the transparency and trustworthiness you need to drive the business. "

ANSA.it

A sustainable revolution in fashion, that's why it's time for circular design - Lifestyle

(HANDLE)

In a current era of greater awareness, it is no wonder that

(i.e. that of TikTok users, which according to a research by Kantar has a wider global audience than one can imagine: 32% are between 25 and 34 years old; while 35% are over 35 years old but certainly most are very young) discusses it on the

as emerges from the

sustainability in the mirror presented by TikTok and Omnicom Media Group.

hashtag

has already registered 458.7 million views, immediately highlighting the strong interest of users of the platform regarding green issues.

63% of the community, in fact, chooses TikTok to discuss issues related to sustainability because there they find a way to learn new things on the subject while having fun.

Furthermore, 66% of TikTok users feel the responsibility of having to face the critical issues related to the environment, acting concretely.

20% of the sample claimed to find more clarity on TikTok regarding the terms used to explain the green commitment and 54% to acquire greater awareness on issues related to climate change.

Companies on the other side must instead respond to user requests,

, want to discover and learn about new elements on the subject and at the same time to inspire the community: 27% of them share

, 26 % discover eco-friendly brands or products and 24% learn from video content what the impact of different brands on the environment is.

Not only that,

: in 40% of cases they look for more information on search engines, talk about it with friends and family (31%), look for more information on TikTok (24%), visit the brand's website or go to the store ( 24%) and purchase the desired product (17%).

In addition to enjoying the content, people on TikTok participate by creating new ones (+ 270% video content related to the theme in 2022):

, while 1 in 5 expresses their opinion on companies that have a negative impact on the environment or take actions that question environmental health.

68% of users expect brands to be even more proactive in driving change, to tell their sustainability plans and engage people in supporting them.

They are real

. An example?

.

"We see climate change for what it is: a crisis and we hope to incentivize younger generations to do something by teaching them science, activism and ways to make changes in their lives," says the team of young activists from all over the world. world from Canada to Great Britain, talented and motivated like

, founder of a first ethical and sustainable clothing rental service and author of the forthcoming book Climate Optimism: Climate Wins and Creation Systemic Change Around the World or S

, a young meteorologist from New Orleans or the Canadian

who focuses on sustainability, zero waste living and DIY tutorials.

However, each sector faces different sustainability challenges.

Some arguments are common to different segments, such as

, but others are much more specific, such as sustainable investments in the Finance sector, a category where it is more difficult to relate one's work to sustainability.

For sectors such as Automotive or Fashion, the need to have greater clarity on production processes emerges, while for Energy, Home Care, Beauty and Food the story unfolds on the story of more eco-sustainable products.

However, there is a theme common to all sectors:

(an example: the electric mobility sector).

Indeed, although sustainability is a key element for users, price leverage is still very strong in purchasing decisions.

55% of the sample follows experts or creators on TikTok to learn about sustainability.

This is because sharing the same entertainment-oriented language makes it easier to understand the theme better, know its implications and feel involved.

56% of users perceive partnerships between a creator and a brand on TikTok as trustworthy, considering them more credible than other media.