Consumers are drawn to stories, and influencers have mastered the art of storytelling. By collaborating with ESG-focused influencers, SMEs can humanize their sustainability efforts, making them more relatable and engaging. Story-driven content not only educates audiences but also inspires them to take action.

Influencers can showcase a brand’s sustainability journey through behind-the-scenes content, case studies, and personal testimonials. By sharing how products are made, the ethical sourcing of materials, or the positive impact of a brand’s initiatives, influencers bring sustainability efforts to life in a way that resonates with consumers.

A great example is the power of video storytelling. Platforms like Instagram Reels, TikTok, and YouTube allow influencers to create engaging content that highlights a brand’s mission. Whether it’s a vlog about switching to sustainable fashion or an unboxing of an eco-friendly product, storytelling strengthens the emotional connection between brands and their audiences.

In fact, 81% of consumers say they need to trust a brand before making a purchase (Edelman Trust Barometer). By using influencer storytelling, SMEs can foster this trust while making sustainability feel approachable and inspiring rather than a corporate obligation.