The holiday season has arrived—a time that’s often make-or-break for brands. It’s also a moment to pause, give thanks, and reflect on the meaningful impact our community can create beyond just conversions and impressions.

This year, I was inspired by how many influencers and brands have stepped up to create meaningful change – not just drive sales. 

And that matters more than ever today. Did you know that 88% of millennials expect brands to take a stand on societal issues, and influencers are uniquely positioned to make that connection. Their ability to foster trust by engaging with audiences on a more personal level goes beyond promotion—it drives real action. When brands partner with influencers who align with their values, they don’t just reach customers; they create movements that resonate far beyond the holidays.

It doesn’t stop there, 75% of Generation Z expect brands to take a stand on social issues too. Younger generations are looking for brands that do more than sell, they want brands that stand for something.

When companies partner with influencers who align with their values, they’re not just reaching customers; they’re creating mini movements that resonate far beyond the holiday season.  This is where the magic happens.  

As this momentum grows, it’s creating ripple effects in some of the most critical areas of our time—like environmental sustainability. Influencers are proving that they’re not just effective at driving sales; they’re also powerful advocates for change, tackling some of the world’s most pressing challenges.

Influencers in Environmental Activism – When it comes to sustainability, some brands and nonprofits are absolutely nailing it:

• Patagonia’s Environmental Campaigns: Patagonia has been in the game for years, partnering with influencers who are as passionate about the planet as they are. They’re not just pushing products—they’re starting conversations and inspiring action.
• Kiss the Ground’s Climate Change Campaign: This nonprofit worked with influencers who focus on topics like wellness and agriculture to create over 5 million impressions and 37,000 clicks to their site. The result? A ripple effect of awareness and action around regenerative farming and climate change.
• Vivobarefoot’s Partnership with Robin Greenfield: Robin takes a creative approach to “influactivism” in his work with Vivobarefoot to promote sustainable footwear—like hosting a three-course meal made entirely from wasted food to challenge how we think about sustainability and consumption.

Building a Healthier Future – Many health advocacy and support organizations are leveraging influencers to amplify their messages and drive meaningful results:

• Leukemia & Lymphoma Society’s “Light the Night”: By working with 30 creators, they reached over 240,000 people and had a 20% engagement rate—all by humanizing their message through emotional, relatable content.
• Susan G. Komen’s Breast Cancer Awareness Campaigns: Personal storytelling from female influencers made these campaigns soar, surpassing engagement goals by a staggering 943%.
• Truth Initiative’s “Quit Together” Campaign: TikTok creators have been sharing their personal journeys to quit vaping, creating an authentic and relatable campaign that resonated with young audiences.

The Rise of Activist Influencer – Then there are the creators who have made advocacy their brand. These are the folks using their platforms to drive change every single day:

• Kathryn Kellogg (@going.zero.waste): Kathryn’s all about helping her audience live more sustainably, from reducing waste to embracing eco-friendly products.
• Isaias Hernandez (@queerbrownvegan): Isaias talks to his followers about how plant-based diets can fight climate change while building a stronger sense of community.

Here’s the big takeaway: When brands team up with influencers who really care about a cause, the impact is far-reaching—spreading awareness, inspiring action and driving real results.

So, as we move past Thanksgiving celebrations and into full on HOLIDAY SHOPPER MODE, let’s take a moment to celebrate the work that inspires, uplifts and gives back. It’s a good reminder that great marketing doesn’t just reach people—it moves them.

I didn’t know that… 2024 will be the first ‘mobile-first’ holiday season, according to Adobe’s 2024 US Holiday Shopping Forecast. While 71% of US consumers plan to shop online on Black Friday, 51% report preferring to do their Black Friday shopping on mobile devices. Adobe also predicts almost 60% of Gen Z and millennials are expected to use GenAI for holiday shopping.

I liked the creativity of… Walmart’s “Deals of Desire” ‘advertainment’ series—blending the drama of fan-favorite TV with the excitement of Black Friday shopping. By parodying hits like Friday Night Lights and Bridgerton, the retailer tapped into customers’ “main character energy” while cleverly bridging content and commerce. The series feels fresh, playful, and culturally savvy.

I was inspired by… Jool Baby’s innovative use of TikTok Shop to engage young, tech-savvy parents with authentic user-generated content ahead of Black Friday shopping. Per a recent write up in Forbes, their success during the platform’s October Fall Deals event, coupled with expansion into affiliate marketing, highlights the power of blending relatable content with strategic partnerships to drive both sales and brand awareness.

I’m excited about… the Holiday Season! Happy Holidays to you and yours—and here’s to making a difference, one campaign at a time.

Have a favorite example of influencers driving meaningful change? Let me know at jeremybarnett@radintel.ai—just use ‘NEWSLETTER’ in the subject line.

Thanks for reading, and until next time!

JB