Sustainability Is a Social Act

Sustainable consumption is not driven by individual values alone. It is also a social behavior. What we see happening around us, and what is considered acceptable and desirable, influences our decisions more than pure logic or awareness of sustainability.

In my previous article, I explored the unconscious motives that influence the consumer decision-making process. In this article, I take a closer look at social influence, which plays a greater role in our behavior than we often realize.

How Social Influence Shapes Our Choices

Social influence affects us profoundly, for better or worse. What others have, and what the people we care about accept, is what we tend to want as well. What we consider “enough” and “necessary” is often measured not against objective need, but against what others around us possess. Yet we usually rationalize these desires and choices as if they were purely logical, largely unaware of how powerful the social environment is in shaping our behavior.

In our culture, consumption is closely tied to social status, which makes reducing consumption primarily a social challenge. At the same time, social norms can encourage more sustainable lifestyles, influencing people’s willingness to adopt environmentally friendly habits.

If a certain type of consumption is normal and desirable in our group, we rarely question it. Thus, alternative choices can feel difficult even if they align better with our values. Sustainable consumption is therefore not just a matter of personal values, but also a social phenomenon. When sustainable choices become normal, desirable, and socially approved, the barrier to acting on them lowers significantly.

In fashion, social influence becomes even more profound because our choices are visible to others. Fashion trends are rooted in individuals’ attempts to both fit in with socially important groups and differentiate themselves from others. We don´t just wear clothes, we also communicate our personality and identity.

Fashion marketing has long leveraged social influence through celebrity models and influencers. Yet social influence could also be used more strategically to encourage sustainable consumption.

Creating Social Meaning

Traditional sustainability communication often focuses on delivering information. Equally important is understanding the social meanings attached to products and choices:

• What social status do they convey?
  
  
• Which group can they help the consumer belong to?
  
  
• What would make them more desirable?
  
  

When sustainability is linked to these social meanings, it operates on a different level. It’s no longer just a rational argument, but becomes part of identity and social signaling. And that’s when consumption patterns can truly begin to shift.

For example, the popularity of second-hand clothing is likely driven not just by environmental concern. It’s also a trendy choice. This social desirability has helped second-hand stores earn visibility in shopping centers, making it easier for people to buy second-hand and normalizing the behavior regardless of their sustainability values. Social appeal amplifies the impact of sustainability work. 

How to Shift Behavior

Whatever we hope people will do, it must appear socially desirable. 

It may be an unpopular opinion, but I believe not all sustainability work has to be done by emphasizing information. Raising the social status of responsible behavior and normalizing it through creative approaches can be even more effective.

Helsingin Sanomat published an article* noting that TikTok repair videos are bringing customers to repair services. When repairing is seen as interesting, socially approved, and valued, it has an impact that goes beyond DIY activities. 

The article also presented more traditional ways to present repairing: explaining how costly, difficult and time-consuming repairing is. True, of course, but not very compelling from a customer perspective. It's easy to understand why Tiktok has made a difference that traditional messaging hasn’t: it makes repairing socially rewarding.

The dynamics of social influence reveal a major opportunity. If sustainable consumption appears primarily difficult and expensive, it remains a niche activity. But when it is seen as normal, valued, and socially desirable, we can move much larger audiences toward sustainable action.

Since we are often unaware of the power of social influence, we will continue to justify our choices with rational arguments. Perhaps in the future, these justifications will shift. For example, regarding repairs, we might tell ourselves and each other that repairing simply makes sense. And even more people will come to that same conclusion.

How Can I help with Social Influence?

My Human Intelligent Communication method is based on understanding the customer decision-making process, and social influence is an essential part of that process. I help your company develop ways to make social influence work in its favor and leverage its power to support business goals.

*Helsingin Sanomat 10.3.2026: Näin ultrapikamuoti ja someilmiöt vaikuttavat käsityöalan liikkeisiin Vantaalla.