Abstract:

Sustainability is a global challenge that must be addressed with determination and from different fronts. It requires awareness and a change of habits, so education is crucial. This education must be directed at all age levels, although it is true that the younger generations are more permeable when changing their routines. Formal education plans are already committed to this mission; however, as it is such a global issue, reinforcing it from informal learning processes can achieve significantly beneficial results.
Social networks stand out among communication media due to their broad reach, especially to younger generations, although they also cover other older segments. Like all media, social networks can also fulfil an educational function. In this context, influencers may play a vital role as informal educators, exercising as opinion leaders who inspire new ideas and attitudes in their followers.
This research describes influencers' educational role in a sector with a significant environmental impact, precisely fashion, considered the second most polluting industry globally. Its general objective is to analyze the function developed by sustainable fashion influencers, studying the communication techniques for educational purposes put into practice in order to promote a more sustainable and responsible fashion consumption model among their followers.
Methodologically, the research is carried out in two steps. The first is a desktop study based on a Boolean internet search to identify the most relevant sustainable fashion influencers and their general characteristics. Next, the investigation focuses on the influencer Kate Caric through a content analysis of all her publications on the Instagram network during the first half of 2023.
The results reveal that the prominent sustainable fashion influencers have a common characteristic: they use an educative discourse based on didactic persuasion. Notably, in the case of Kate Caric, the educational and informative content of her publications is superior, intending to favour among users a critical feeling towards the advertising campaigns of multinational companies in the sector and other influencers who defend fast fashion.
The conclusions highlight the importance of influencers as critical actors in the informal education of society to stimulate its sustainable awareness. In the particular scenario of fashion consumption, their influence becomes more necessary given the tremendous environmental impact of this sector. These influencers fight against the fast fashion model, still prevalent in social networks, with its negative impact due to over-consumption of clothing and environmental damage. Opposite to fast fashion influencers, sustainable fashion influencers try to engage a community involved in environmental awareness, even leading to an activist position. Sustainable fashion influencers have an especially significant impact on Generation Z. Future lines of research could analyze their influence on older generations.

Keywords:

informal learning, influencers, sustainability, sustainable fashion, climate change, Instagram.