CIRCULAR ECONOMY AND SUSTAINABILITY: 7 INFLUENCERS TO FOLLOW WORLDWIDE

Europe has reached a circularity rate of 11.8%, which almost doubles in Italy (20.8%), as highlighted in the second Confindustria Report on the Circular Economy. The road ahead is still long. To move increasingly from theory to practice, from regulations to reality, from predictive models to daily actions, everyone's commitment is needed, especially that of citizens. Through their behavior, consumption choices, and lifestyle, individuals play a crucial role. 

How can they be engaged? In an era where ideas are shared in real-time on social media, sustainability and circularity are also spreading through these platforms. Thus, adopting a new way of thinking and acting also happens through Instagram, LinkedIn, TikTok, and X. A post that reaches tens of thousands, even millions, of followers worldwide can translate into tangible daily choices. 

Not only that. By making sustainability and circularity trending topics, social media can put pressure on policymakers on critical issues such as recycling, reuse, and waste reduction. They can also push companies to adopt more responsible practices, to the point that brands are increasingly seeking collaborations with digital creators. 

However, caution is needed: the line between promotion and credibility is thin, and the risk of greenwashing is always present. Being an influencer in sustainability and circularity requires a solid knowledge base and continuous analysis and filtering of information, becoming a reliable and authoritative reference point. 

Here are seven international and Italian influencers, each offering a unique perspective on circularity and sustainability. 



Robin Greenfield 

On Instagram, where he has 235,000 followers, Robin Greenfield describes himself as a "seeker of truth, activist, social reformer, and servant of the Earth, humanity, and our plant and animal relatives." 

Also known as Trash Man, he has been demonstrating on social media for years that one man's trash is truly another man's treasure. He has gone to extremes to live a sustainable and waste-free life, including dumpster diving for food and clothes and cycling across the United States on a bamboo bicycle. His latest venture? A "non-ownership experiment" - walking from Los Angeles to Mexico without money or possessions, relying only on skills and relationships. 

"Through this non-ownership experiment, I am making substantial progress in proving to myself that the Earth can provide all my basic needs. And that relationships with the planet, my fellow humans, plants, and animals, with whom we share this home, are far more valuable and secure than a bank account and a lifetime of savings. This is a journey I have been on for over a decade, and this non-ownership experiment is just the next step."


Photo of Shareable



Aditi Mayer 

Aditi Mayer is a sustainable fashion influencer (100,000 followers on Instagram) and an advocate for workers' rights and social justice. Her journey began in 2014 after the Rana Plaza factory collapse in Bangladesh, which killed over 1,100 people. Today, her storytelling interweaves craftsmanship, culture, and climate, spanning from academia to global fashion weeks. In 2020, she was named a National Geographic Digital Storytelling Fellow for her exploration of fashion through the lives of farmers and artisans in India. She is also part of the Creative Advisory Council for State of Fashion, which studies alternatives to the current system. 

"What can we learn from someone who repairs umbrellas for a living? Craft traditions and sustainability go hand in hand: living symbols of the circular economy, reminding us of the quiet power of repair."


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Immy Lucas 

Vegan influencer Immy Lucas is a UK-based YouTuber and environmental advocate. Her Instagram page, Sustainably Vegan, has 157,000 followers. As a full-time content creator, she launched the Low Impact Movement to share her approach to a low-impact, low-waste lifestyle and explore how veganism combats climate change. 

"Many thoughts, feelings, and other things have surfaced in this first week of January 2025, a year of reduced purchases. I'm starting to understand which subscriptions truly matter to me, which hobbies I prioritize, and what naturally happens when we are forced to stop focusing on one thing."


Photo of Immy Lucas, YouTube



Kristine Harper 

Kristine Harper, aka The Immaterialist, is a writer, lecturer, and social influencer, splitting her time between her native Denmark and the lush Balinese jungle, where she conducts research while living in a wall-free home surrounded by palm trees and diverse wildlife. She can be followed on Instagram but is mainly known for her blog. 
She has written two books, "Aesthetic Sustainability" and "Anti-trend", and is currently writing a third, tentatively titled Uncultivated - Kill Your Inner Caveman and Rewild Your Life. Her unique focus on aesthetics adds a new dimension to the creation and consumption of sustainable products. 


Photo of Medium 



Serena Giacomin 

With 27,200 followers on Instagram and a highly followed LinkedIn profile, Serena Giacomin is at the forefront of environmental and climate change issues. She holds a degree in Physics with a specialization in Atmospheric Physics and is a meteorologist for Meteo Expert, certified under the World Meteorological Organization standards. She is also a climatologist and scientific director of the Italian Climate Network, Italy's climate movement. Additionally, she is a lecturer, science communicator, trainer, and managerial consultant for climate risk management. 

She has written two books: "Missione Aria Pulita" (Edizioni Ambiente 2023) and "Pinguini all’Equatore". Non tutto ciò che senti sul clima è vero, co-authored with Luca Perri (DeAgostini 2020). In 2021, she won the DonnAmbiente Award. 

"Just like in a well-balanced diet, the ecological transition requires a series of adaptation and mitigation actions. Together, we must adopt renewable energy, increase energy efficiency, produce less waste, protect forests, respect seas and oceans, safeguard biodiversity, and much more! Every action is a step toward a single goal: improving our well-being. And building a sustainable future—one that endures over time and is fair for everyone."


Photo of TedXVarese 



Alessia Iotti 

Art is the medium through which Alessia Iotti, aka Alterales, raises awareness about the climate crisis, making complex and urgent issues accessible and anxiety-free. She describes herself as a "comic activist" and "content creator using comics and humor." She is a visual thinker, as noted on LinkedIn—an illustrator, writer, communicator, and museum mediator. With over 13,000 followers on Instagram, she has authored the books La crisi climatica esiste, non è un unicorno (Mondadori) and Al lago! Al lago! (Hopi Edizioni). 

Her activism started in the streets with Fridays For Future and now continues through her drawings and collaborations with companies, NGOs, and associations. 

"The unauthorized March 8th" is a social project that takes over the streets of Italy, spreading care, kindness, and art. Marches, demonstrations, and women's collectives often don't reach areas outside major cities—this is my way of giving people a tool and making a small act of activism. A small gesture that becomes huge when multiplied across Italy. How does it work? Other artists and I create illustrations, and the only way to receive them is by requesting to participate through social media or word of mouth (which is very human). Then, the instructions are simple: go outside and spread them around your neighborhood or city."


Photo of GreenInfluencerClub.it



Silvia Moroni 

Silvia Moroni, aka Parla Sostenibile, is a sustainability communicator who enjoys discussing food through the lens of environmental and social sustainability—without guilt. Her social media, from Instagram to TikTok (where she has over 47,000 followers), mix education with practical advice.

For those who want more, she offers a podcast (Mangia Sostenibile), a newsletter with practical tips, conscious shopping advice, and resources for a green lifestyle, and a book, Parla sostenibile. Poche (tante) parole per diffondere il verbo green (Slow Food Editore). 

“Our planet's biodiversity is facing an unprecedented crisis. It is estimated that up to 1 million species are at risk of extinction due to habitat loss, climate change and other man-made threats. (...) I would say it is time to act. If we really want to save the world's biodiversity, the promises must become reality. Nature cannot wait any longer.”


Photo of GiuntiEditore



Article by Emanuele Bompan and Maria Carla Rota