The rise of social media influencers has led to a unique marketing strategy: public relations (PR) packages. Brands send these gift sets, filled with popular products or new releases, to promote them on social media platforms. While seemingly harmless, the growing trend of PR packages has raised environmental impact concerns.
PR packages often contain numerous products, many of which may go unused. Influencers are sent so much that sometimes most of their products expire before they can be used. This surplus can also lead to overconsumption, and although some influencers donate or sell what they receive, many products still go to waste.
The packaging of PR packages themselves is another environmental concern. Traditionally, they are made using non-biodegradable materials like plastic, styrofoam and bubble wrap. This discards a significant amount of plastic into landfills, taking hundreds of years to decompose.
Influencers often face pressure to promote every item they receive, regardless of personal preference. This can incentivize the creation of excessive content, potentially leading to inauthentic marketing.
The true environmental cost of PR packages remains a topic of debate. Some argue that their provided exposure outweighs the environmental impact - a way for brands, especially small businesses, to market their products on large platforms. 61% of customers say they trust social media influencers to recommend products, demonstrating the impact of social media exposure. Given the widespread use of social media and the reach of influencers, just one viral video is enough to keep a brand in business.
Some individuals, recognizing PR packages' environmental and business impact, advocate for stricter regulations on packaging materials and a shift towards more sustainable practices within the influencer marketing industry.
As the influencer marketing industry evolves, so will the balance between effective marketing and environmental responsibility.