How ‘Sinnfluencers’ Are Shaping The Future Of Sustainability

Alina Gross

A glamorous lifestyle, staged holiday photos in beautiful destinations, and never-ending beauty and youthfulness – this is the “Photoshopped” social media world as it is presented to millions of users on the Internet.

This is also the reason why I, although a millennial, do not have an Instagram account, as I cannot relate to these apparently perfect people and their lives.

For more and more young people, this image of a “perfect world” no longer fits in with our priorities, ideals, and beliefs. Given our growing understanding that climate change is a real threat to human civilization, and that alternative mobility solutions, plastic-free shopping, and #FridaysforFuture demos are part of everyday life, many millennials are increasingly interested in other, more purposeful things than just the latest fashion trends.

Maybe as a result, more and more Instagram influencers find their content too superficial and are increasingly using their reach to address meaningful issues.

Sinnfluencer: A German wordplay

Sinnfluencer is a German word composed of “Sinn” (sense/purpose) and “Influencer.”

Sinnfluencers want to motivate their audience by being role models for a better future. By reporting on sustainable or political projects, sinnfluencers want to portray a new voice that represents an ever-increasing part of today’s society. Millennials have become more conscious in our purchases, pay more attention to the manufacture of products, and prefer to interact with brands that reflect our values. These are the brands that listen to us and make their products and product packaging more environmentally friendly. Furthermore, many of us look for ways to make our daily lives more sustainable and produce less waste. Therefore, sinnfluencers are getting our attention.

Bamboo toothbrush instead of beauty mania

Sinnfluencers draw attention to alternative products, such as sweaters made of hemp or even bikinis made of recycled fishing nets. Many of them live vegan, try zero waste, and give tips on waste avoidance.

One product often mentioned is sustainable bamboo toothbrushes, which help reduce plastic consumption. The toothbrushes’ supply chain is built on sustainability: the overall design is ecologically friendly, and the toothbrushes drive a circular economy, where the emphasis is on recycling instead of waste at the end of a linear supply chain process.

The handle is made of fast-growing bamboo and is biodegradable. During its two-year growth phase, bamboo reaches a height of up to 20 meters. Artificial irrigation, pesticides, and other chemicals are not used in bamboo cultivation. The bio-based bristles are obtained from castor oil: the plant-derived oil is processed into organic “nylon” and free of BPA and petroleum. For the sake of the environment, the toothbrushes are also packed and delivered in plastic-free recycling cartons.

Sinnfluencers not only share information about sustainable products and company, they also encourage followers to reflect sustainability in their buying habits. By addressing these issues, sinnflencers and their followers are pushing businesses that design, manufacture and deliver products to step up and think about how they can operate more sustainably in the future.

Download the IDC report “Leveraging Your Intelligent Digital Supply Chain” to find out how your business can increase sustainability.

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Alina Gross

About Alina Gross

Alina Gross holds a BA in international business and is currently deepening her knowledge by adding an MA in international marketing management. As a working student at SAP she focuses on marketing and project management topics within the field of supply chain, especially around content marketing, event management and social media.