The role of influencer partnerships in climate activism
How social media and influencer partnerships are driving climate action
Climate activism has changed. Long gone are the days when only policymakers and scientists shaped the debate. Today, social media activism has transformed the way people engage with climate issues. Sustainability influencers, digital creators and action networks have the power to mobilise millions, hold corporations accountable and drive real climate change progress.
For organisations, businesses, NGOs and startups, the challenge is no longer whether to engage in digital activism, but rather how to do so effectively, authentically – and without greenwashing.
So how can organisations harness the power of influencers and partnerships to drive meaningful climate action?
Integrating influencer partnerships into a full-funnel strategy
Influencer partnerships don’t operate in isolation online, they’re most effective when embedded within a full-funnel approach to climate communications. While influencers can generate top-of-funnel awareness and drive cultural relevance, their reach is amplified when combined with targeted paid campaigns, community engagement strategies, and direct action channels such as petitions, pledges and email mobilisations. A well-rounded climate campaign harnesses influencer credibility at the awareness stage, while using owned, earned and paid channels to deepen engagement and move audiences toward real-world outcomes.
For example, an influencer-led campaign might generate initial interest through storytelling on Instagram or TikTok, which is then reinforced by expert-led webinars, community events or advocacy emails. When organisations weave influencers into the broader ecosystem of campaign activity – from digital ads to grassroots events – the results are more cohesive, impactful and measurable.
How to leverage influencers and digital partnerships in climate activism
Follow our four-point plan to make sure your partnership is a success:
1. Align with the right voices
Not all sustainability influencers are the same. Some focus on grassroots activism, others on corporate accountability or sustainable innovation. The key is finding voices that align with your values, audience and impact goals.
Tip: Work with influencers who prioritise authentic engagement over promotional partnerships. Their credibility is their biggest asset.
2. Use storytelling to make climate change personal
Facts alone won’t drive change – it’s stories that get cut-through. And successful social media activism campaigns don’t just share climate change data – they humanise the issue, making it relevant to people’s everyday lives.
Tip: Build digital narratives around personal experiences, community impact and real-world solutions.
3. Create actionable and engaging content
Successful climate activism isn’t about just raising awareness – it’s about driving action. The best campaigns make it easy for people to get involved, whether that’s through petitions, pledges or supporting environmental leadership programmes.
Tip: Focus on clear, actionable steps that make climate activism accessible to all and be sure to include calls-to-action.
4. Avoid greenwashing and be transparent about your impact
Nothing damages a climate change campaign faster than unverified claims. If an organisation is partnering with influencers on sustainability initiatives, transparency is crucial.
Tip: Ensure every claim is backed by real action and invite third-party verification where possible.
Successful collaborations: How brands, NGOs and influencers are working together
Some of the most effective climate change campaigns in recent years have been built through partnerships between organisations and digital activists.
Case study: Business for nature – Mobilising global businesses to take a stand
Greenhouse worked with Business for Nature to engage corporate leaders in a campaign calling for mandatory nature assessment and disclosure. Through a mix of influencer engagement, digital storytelling, and strategic partnerships, the campaign united some of the world’s biggest companies in advocating for stronger environmental policies.
The Impact: Business for Nature’s digital advocacy helped drive global policy discussions at the UN Biodiversity Conference, ensuring nature was firmly on the corporate agenda.
Case Study: Surfers Against Sewage – Using social media activism to tackle plastic pollution
When Greenhouse partnered with Surfers Against Sewage (SAS), the goal was clear: mobilise grassroots support to drive policy change on plastic pollution. The campaign used social media activism and influencer outreach to generate momentum, pushing policymakers to take action on plastic waste
The Impact: Over 329,000 people signed the petition, leading to policy shifts on plastic reduction and positioning SAS as a leading force in UK climate activism.
Case Study: Together for the Ocean – Influencer Partnerships at the UN Ocean Conference
At the UN Ocean Conference in Nice, Together for the Ocean united NGOs and funders to push governments to protect at least 30% of the ocean by 2030. Greenhouse ran the press office, created content, captured video and delivered bold stunts to reach policymakers, media and the public. Influencer and brand partnerships extended impact beyond the conference floor with Samoan activist Brianna Fruean joining the campaign as an ambassador and a partnership with micro-mobility company Limeto share the 30×30 message.
The Impact: Over five days, Brianna hosted a hero Lime bike art installation, spoke at events, met delegates, and appeared in over 100 media pieces. Lime’s branded bikes, QR codes, and landing page drove 220+ scans of a call to end bottom trawling in marine protected areas, 25,000 rides, and 73,000kms travelled. The partnership bridged policy and public life, boosting reach and inspiring action for ocean protection.
These campaigns highlight a key takeaway – climate action gains momentum when organisations amplify their voices through digital partnerships.
The Greenhouse approach: Driving climate activism through advocacy
At Greenhouse, we have seen first-hand how digital partnerships can accelerate climate change progress. From working with influencers and action networks to crafting high-impact social media activism campaigns, we help brands, NGOs and organisations tell compelling stories that lead to real change.
