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In an article published on the website vert.eco on

9th June this year (the name says it all), the Paye

Ton Influence collective denounced the “climate-

killing” practices of influencers, pointing an accusing

finger and inciting them to change their behaviour.

To attract as much attention as possible to these

excesses - ceaseless plane travel and compulsive

exposure to clothes made on the other side of the

world -, the collective commented on each of the

influencer’s posts, explaining the consequences

of their practices on the climate. With 11 million

followers between them, what if Lena Situation

and Squeezie (the over-40s may not know who

they are...) went green?

In the permanently sunny world of influencers, are

the clouds finally drawing in? The people looking for

likes are being scrutinised by the virtuous economy.

The Paye Ton Influence collective is using a clever

approach: calling out influencers means reaching

future generations, part-Gen Z, part-Millennial, in a

more effective way than with an advert in yesterday’s

media. It is equally clever in its intention to get

influencers to evolve towards “role models”, a more

gratifying status than mannequin for brands, but they

have to want to take it on of course. There is however

a genuine opportunity for them to develop their image

(which is beginning to deteriorate) by becoming more

responsible. And perhaps growing their community

also means helping it grow up...