Greenfluencer Relations: Strategic Partnerships with Hidden Sustainability Champions on Social Media?

This article explores the emerging role of greenfluencers – social media influencers advocating for sustainability – in
enhancing corporate sustainability narratives. As companies face increasing regulatory pressure and stakeholder demands,
greenfluencers offer a unique opportunity to connect with eco-conscious stakeholders. The study examines the potential
for strategic partnerships between publicly listed companies and greenfluencers, analysing their impact on corporate sustainability narratives and stakeholder engagement. Using a mixed-method approach, the research highlights the opportunities and risks of these collaborations, concluding that ‘Greenfluencer Relations’ can amplify sustainability efforts, though careful monitoring and alignment with corporate values are essential for success.

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