The Finnish team organized two social media influencer campaigns in fall 2023-spring 2024 with different target groups. After the launch of the renewed test, they focused on people who are already interested in sustainability. Thus, they collaborated with six small scale influencers (1,500-20,000 followers) who focus their content on sustainable lifestyles. The team got very valuable feedback about the Lifestyle Test from this campaign and reached almost 100,000 people with influencers’ content.  

In April 2024, the team collaborated with influencers for Finland’s overshoot day. They selected influencers with a more mainstream audience and bigger than average carbon footprint to reach new audiences. Their aim was to reach people who aren’t familiar with sustainability, who might have an above average carbon footprint and who don’t know their lifestyles’ impact on the natural environment. In their content influencers did the test, presented their results and considered how they could lower their own carbon footprint. This campaign was successful and managed to reach a lot of new people who were not familiar with the Lifestyle Test before. Almost 170,000 persons saw the influencers’ content and Finland got almost 20,000 tests from this campaign. Together with the Meta-marketing Finland reached almost 59,000 tests during April 2024 which is over 40,000 tests more comparing to the previous months. 

To gain an even bigger impact, in the future the Finnish team are planning to have a longer-term collaboration with some influencer(s) who would be willing to change their lifestyles to make them more sustainable. The team could follow their journey for example 6 months, and then would share their experiences and struggles and make the lifestyle change more relatable to their audience.

Lifestyle Test collaborates with BBC Storyworks

Consumers International recommended the work of Sitra's Nature and Daily Life project to BBC Storyworks, which led the BBC to approach Sitra. The Finnish PSL team agreed that the Lifestyle Test would be a good topic for the BBC's proposed Purchasing Powers series on the new consumerism. Consumers International is the main sponsor of this media content, which is produced by the BBC and distributed on BBC.com and BBC Storyworks' social media channels.

Sitra, together with the BBC, produced the material for the BBC Storyworks series. In the video, media influencers Joonas Linkola and Esa Roqvist take the Lifestyle Test and reflect on its results and how they could change their everyday lives to be more sustainable. Later in the video, they come back after a couple of weeks to ask how the life changes have felt. The series was launched on BBC Storyworks in August 2024 and will be marketed until January 2025.

The aim of the collaboration was to support the scaling up of the Lifestyle Test in seven countries and to generate interest from potential additional countries and partners. It is estimated that the home page of the series will receive up to one million visits and each video in the series more than 100,000 views.