In time for Earth Day today, Whalar has launched The Change Collective, a curated creator marketplace that connects brands with creators dedicated to using their influence to affect positive change on issues including sustainability, equality and health.
Having been in the pipeline for over a year, Whalar’s Change Collective is designed to help brands more effectively and authentically communicate their purpose by partnering with creators who share their values to drive social change at scale.
“The Change Collective marks a step-change in how we as an influencer community can use our platforms and creative skills to partner with brands and organisations for positive advocacy and global change on the issues that impact us all – health, safety, equality and equity, and sustainability,” said Neil Waller, co-founder of Whalar.
At launch, the Change Collective community includes more than 60 purpose-driven micro-influencers and creators from across the globe. As part of the launch pro bono Earth Day campaign, creators will be posting throughout the week to raise awareness of climate change and what actions individuals can take to reduce their own impact.
Whalar says this “third dimension” of business will take on even greater importance as research shows consumer definitions of “value” are changing, particularly for consumers under 40. According to DNA’s Seattle report, 90% believe brands have a responsibility to detail their beliefs on social and environmental issues. Meanwhile, Neilsen sites that 75% will alter their buying habits to reduce environmental impact.
“In the last year, more than 90% of Whalar clients have actively worked with creators to promote at least one purpose-led product or brand message. While we’ve seen great success on one-off campaigns focused on specific issues, through The Change Collective, we aim to make it quicker and easier for brands and creators to partner for campaigns at scale,” continued Waller.
The collective will consult with brands to co-create products, provide feedback on planned projects, and ensure they are authentic. In addition, they will also create and promote content and purpose-led messaging for campaigns.
As we’ve seen even in the last few months during COVID-19, individual actions taken together can galvanize broad support and change on issues that affect us. Change Collective members have already worked on purpose-driven campaigns for organisations including Burt’s Bees and the UN.