GREENFLUENCE PRACTICE

International Project – 2021-1-HU01-KA220-HED-000027563 GreenCool – Let me influence your green self! – Skill development in the encouragement of mindset towards environmental awareness and sustainable development in the alliance of EcoC.

Project partners: University of Pannonia – Faculty of Business and Economics (Hungary), Militos Consulting S.A. (Greece), West University of Timisoara (Romania), Vytautas Magnus University – Bioeconomy Development Faculty (Lithuania) ir University of Tartu (Estonia).

Lithuanian partnership and activities in the project are being developed by Vytautas Magnus University, Agriculture Academy, Bioeconomy Development Faculty, Business and Rural Development Department researchers dr. Rasa Pranskūnienė, dr.Vilma Atkočiūnienė.

The general goal of the project is to develop environmental awareness among university students and to spread the thought of sustainable development among the widest possible age groups at events that attract large audience. We committed to develop an innovative online course material and to mainstream sustainable development in all curricula for higher education students. Recognizing the convincing power of young influencers, the project aims to reach out to all age groups of audience at cultural events and festivals in the various European Capitals of Culture to encourage environmentally conscious activity and to be active members and beneficiaries of sustainable development. Furthermore our goal is to equip students with communication tools and sustainable attitude to become effective advocates for advancing EU green economy and culture.

One of the tasks of the project is the research of the practices of “Green influencers”, during which information was collected about the tools and methods of influencers (opinion makers) and communication tools and methods, youth communication channels that can be available in the 21st century.

The majority of the respondents use the following social media platforms for communication to get information, post their thoughts and feeling and to follow opinion leaders, friends and influences on various topics. Instagram is the most preferred platform, followed by Facebook, You Tube and TikTok though the last two varies between countries. Interestingly WhatsApp, Telegram and Twitter are country specific. As for communication techniques Instagram considered creative, TikTok considered funny but very powerful if it comes to specific videos (such as green topics), You Tube is perfect for storytelling that is relevant and give audience instantly what they want. Subgroups on FB are for information and event sharing that would take place offline in an action. Snapchat is used by younger kids and mainly in Lithuania, while LinkedIn and Pinterest are rarely used.

The most influential influencers are those who inspire people’s confidence and share unique experiences. Interestingly the majority of the interviewed influencers do not consider themselves influencers but rather opinion-sharers or opinion leaders. In general influencer is someone (on or offline) who shares opinion or does and act that has impact on others who either share further or act upon those issues. Influencers have the skills to mobilise others and set examples for an important issue in the society. They should share daily, realistic image, short visualized stories. The credibility of an influencer is gained by exemplary behaviour and charity deed that is in connection with social issue. Youth follow both local and international influencers (language is not a barrier as 96.5% of the respondents speaks good English) and they follow local but also well known influencers. The influencers themselves want to improve their content and storytelling script video writing skills.

Based on the results of the conducted research, it is proposed to include 12 communication tools and 10 green issues in the ECOC Greenfluencer program.

Communication techniques and structure of discourse:

Green topics:

1. Storytelling on and offline

2. Blogging/glossary writing

3. Short film, video (You Tube, TikTok)

4. Instagram, TikTok techniques offline-acting

5. How to create powerful picture content

6. Elevator pitch

7. Pecha Kucha

8. Oxford debate

9. TED talk

10. Gamification