Running Sustainable Influencer Gifting
Building influencer campaigns that drive results while reducing waste and overproduction.
Influencer gifting is a powerful tool for building brand buzz, generating UGC, and building real advocacy. But as more brands jump on the gifting train, there’s a growing tension between creativity and conscience, especially when it comes to waste.
As highlighted in AdBuzz Daily’s recent piece on the sustainability crisis in influencer gifting, the industry’s default approach of “more is more” is no longer sustainable. Oversized boxes, unnecessary filler, and irrelevant products don’t just cost you money, they also come at an environmental cost that today’s creators and consumers are increasingly rejecting
At ernie, we believe you can run impactful gifting campaigns without compromising on values. Here’s how to make your next campaign smarter, more selective, and more sustainable.
1. Only Gift Qualified, Relevant Creators
One of the biggest sources of waste in gifting campaigns is sending product to creators who aren’t interested, or worse, completely misaligned.
Not only is this bad targeting, it also leads to unopened boxes, wasted product, and zero ROI. To avoid this:
• Use tools like social listening, UGC audits and manual vetting to identify creators with genuine product fit
• Build smaller, smarter lists instead of blasting mass samples
• Let creators opt in to be considered, or share their preferences upfront
Less product sent = more relevance, less waste.
2. Use Sustainable Packaging & Carbon-Conscious Shipping
While elaborate or dramatic packaging can make an unboxing moment more scroll-stopping, it’s worth asking yourself “does it really need to be?” Packaging doesn’t have to be flashy to be effective. At ernie, all of our custom mailers are:
• Made in Australia
• Sourced from certified wood
• Contain at least 70% recycled materials
• Fully plastic-free, reusable and 100% recyclable
• Ethically sourced from suppliers who align with our sustainability standards
We also encourage our clients to opt for carbon-offset postage whenever possible. Platforms like Sendle or AusPost offer options that balance shipping emissions by investing in environmental projects.
3. Ditch the Filler and Limit Junk Inserts
You don’t need shredded paper, plastic confetti, or 17 layers of tissue to make an impression. In fact, excessive packaging can signal performative waste and even put creators off posting. The same applies to branded merch. A box packed with filler items or irrelevant trinkets rarely adds value; it just adds clutter.
Instead:
• Use minimal, purpose-driven materials that protect the product and reflect the brand’s tone without unnecessary extras.
• If including inserts, make them useful. Content inspiration, ingredient breakdowns, or simple tips that add meaning to the experience.
• When adding merch, choose utility over novelty. Think reusable tote bags, kitchen accessories, or lifestyle items that genuinely fit the product story.
• Skip anything that isn’t essential to the experience or risks feeling like landfill disguised as marketing.
Think elegant, not excessive. Thoughtful, not throwaway..
4. Consider Gift Cards or In-Store Redemption
Want to avoid shipping altogether? Gift cards or redemption codes allow creators to choose products they actually want—reducing unwanted stock, packaging, and logistics.
This can be especially effective for:
• Beauty brands with large ranges
• Fashion brands with variable sizing
• Creators in remote or international locations
It also gives you valuable data on who actually wants the product, turning a gifting campaign into a first-party interest signal.
5. Diversify Your Creator Personas
In categories like beauty, many creators receive dozens of PR packages every week—most of which never make it to their feed. This leads to product waste, content fatigue, and diminishing returns.
A more sustainable approach? Widen your net.
Tap into creators who:
• Focus on sustainable living
• Create long-form or educational content
• Speak to older demographics or niche communities
• Aren’t always on the haul list—but have real influence in their circles
You’ll reduce over-sending and stand out more.
Sustainability Is a Shared Responsibility
Running sustainable influencer gifting campaigns isn’t just better for the planet—it’s better for performance. Relevance, intentionality, and simplicity will always outperform volume-driven excess.