SHARON
SPRINGS, N.Y., May 17, 2024
/PRNewswire/ -- Gen Z is looking at influencers' values as
much as they are looking at their product recommendations, in fact
over 60% feel that influencers' posts have some impact on their
decisions made in their everyday lives. Influencers' values,
including kindness, are important, 61% said they would stop
following an influencer if they say or do something that conflicts
with their values. (Source: Traackr)
"As a longstanding leader in the influencer marketing space
we've watched the industry grow rapidly in size and impact.
However, there's often been limited insights on how this industry
can affect creator and consumer mental health and wellbeing. This
is why we're excited to share this first-of-its-kind report on
kindness in the creator space, alongside our partners Beekman 1802 and kindness.org." -
Pierre-Loïc Assayag, Co-founder & CEO of Traackr
In collaboration with Beekman 1802, the leading goat milk skincare
brand rooted in Kindness, and Traackr, an influencer marketing
platform to access creator insights, kindness.org, a nonprofit that
educates and inspires people to choose kindness, executed a
groundbreaking study on the role kindness plays in the social
sphere among beauty influencers, demonstrating how they contribute
to and take on the responsibility of the mental health of their
followers.
"Social media is a dominant part of our daily lives. As a
company that believes Kindness is a preventative health measure, we
want to make sure that the content we put out and promote on social
platforms contributes in a positive way to the well-being of all of
those who may see it." - Dr. Brent Ridge, Co-founder & Chief Kindness
Officer of Beekman
1802
The findings reveal that beauty influencers see that the
beauty industry's social content is largely not positive towards
mental health, however they recognize that their content does
influence the mental health of their followers, and kinder
influencers are more successful, in terms of having more
followers.
In addition, the study measured the connection between beauty
influencers, social media and kindness revealing that influencers
who exhibit kindness by scoring higher in the personality trait of
agreeableness had a higher number of followers across social media
channels. Results show:
- Only 37%, beauty influencers felt that social content in
the beauty industry overall, was positively impacting the mental
health of young people.
- However, 78% of beauty influencers recognize that
their own content influences the mental health of their
followers.
- Influencers with a more agreeable personality were found
to have a correlation to higher follower/subscriber count.
Agreeable people are more kind, compassionate, respectful,
compromising, cooperative, and have more trust in others.
"We at kindness.org are focused on answering
meaningful questions about kindness and its role in our everyday
lives, all with an eye toward creating measurable change toward a
kinder world. By starting to look at the relationship kindness and
influencers have on content and well-being, we are starting an
important conversation that sets the stage for the future of
influencers and the relationship with their followers." -
Jaclyn Lindsey, Co-founder & CEO
of kindness.org
As the leaders in science of Kindness, Beekman 1802 will leverage this study to
further make a positive impact in the social sphere within the
beauty industry. The research findings will be leveraged to
proactively recruit brand ambassadors with higher kindness scores
into their community, Kindness Krew.
"I feel that the younger generation already has a hard time
loving themselves so when they see content with filters , or
"perfect beauty" it can negatively impact their mental health'" -
says Jessica Garcia of
@beauty.is.everyone (123K Followers), New Member of Beekman 1802's Kindness Krew
About Beekman
1802
Beekman 1802 is a skin
health brand based on the clinical science of 2 ingredients: Goat
Milk and Kindness. Founded by Dr. Brent
Ridge, a Harvard-trained
longevity physician, and Josh
Kilmer-Purcell, a bestseller author, the brand is a leading
milk-based brand for sensitive skin. With its 31 active ingredients
that strengthen the skin barrier and balance the microbiome,
Beekman 1802 products are
Clinically Kind and proven to rebalance, rebuild, and repair even
the most sensitive skin to its healthiest state.
Media Contact: PR@beekman1802.com
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SOURCE Beekman 1802