In recent years, our society has given increased attention to the changing dynamics of the cultural and social and factors that shape individual and community life. From changing attitudes about gender, diversity, and the environment, alongside the influence of Gen Z, social media became highly populated by changemakers who are challenging society’s narrative on a whole range of social causes whilst having trusted and dedicated audiences; social influencers. Meanwhile, brands have shown enthusiasm towards social influencers, due to their authenticity and dedication to social causes. So how can brands best collaborate with social influencers in an uplifting manner, while maintaining authentic grounds?

Working with social influencers and exploring diverse brand partnerships can be both authentic and uplifting. To have an authentic perspective on this matter, VOCAST engaged in a conversation with Bella Neergaard, a passionate advocate for self-love and neurodiversity. Through her personal experiences, Bella shared her journey of collaborating with fashion brands, seamlessly intertwining her advocacy with her love for fashion.

Meet Bella Neergaard

Approaching Social Influencers

During our conversation, Bella emphasizes the significance of having open and honest communication from the get-go. As a neurodivergent influencer, she values brands reaching out to discuss and raise awareness about neurodiversity. However, she candidly shares that this interaction can sometimes feel inauthentic if brands are merely ticking a box without genuine intentions to empower or to raise awareness about a social cause. Recognizing this recurring issue, Bella emphasizes the importance of brands acknowledging that they may have limited expertise on social causes, and expressing curiosity to understand the influencer’s feelings and experiences about the social cause. Bella particularly values when brands initiate sincere conversations about neurodiversity, viewing it as an ideal foundation for a meaningful and authentic brand partnership.

“When reaching out, brands should respect and acknowledge that the influencer is a point of reference on the social cause – it is about passing the microphone to the influencer, and providing them with the freedom to speak out and raise awareness.”

In the realm of brand partnerships, Bella shared her thoughts on past brand collaborations and told us that she appreciates when a brand approaches her with the intention to let her tell her own story, whilst collaborating to share the brand’s story. She adds that this can especially be carried out by providing her with trust and creative control over the partnership. Creative control is, according to Bella, essential to make a brand partnership authentic and uplifting, as it enables the influencer to openly adapt their own story around a particular brand partnership, while also adapting it to her trusted community of followers. Bella also points out that she considers herself and her community on her social media as her “own tiny world”, suggesting that not only should brand partnerships be aligned and embodied within her values, but they should also be aligned with her community’s own needs and values.

Mindful & Honest Marketing

Being considered a trusted voice when it comes to raising awareness about a social cause such as neurodiversity, Bella also tells us that this comes along with many responsibilities across her social media channels.

“Influencers consider their own community, as their own tiny world and brand partnerships need to be translated into the language and values of this tiny world.”

In the realm of creating TikTok content, Bella sees herself as a guiding “big sister” to her young audience. This role comes with significant responsibilities, prompting her to approach her content on TikTok with mindfulness, especially when sharing aspects of her journey as a neurodivergent woman. Bella notes the importance of tailoring her content and brand partnerships to suit the unique dynamics of each social media channel, recognizing the diverse audiences she engages with across different platforms.

“Being a responsible person online is knowing what to say and how to say it.”

In her insights, Bella underscores the importance for brands to recognize that her content isn’t one-size-fits-all across social media channels. She highlights the significance of mindful adaptation, emphasizing that adapting marketing content is crucial when venturing into brand partnerships with social influencers.

How to approach authentic partnerships: Perspectives in the fashion industry

When sharing her expectations about brand partnerships, particularly with fashion brands, Bella emphasizes the importance of these collaborations to challenge preconceived notions and stereotypes surrounding neurodiversity. She believes that such challenges not only break barriers but also play a significant role in fostering empowerment.

“Being a neurodivergent influencer and working with beauty and fashion brands, enables the creation of a fully-fledged image of the modern neurodivergent woman.”

Drawing from her own experience in the modeling industry, Bella notes that despite progress in promoting inclusivity in fashion, the voices of those with visible and invisible disabilities are still marginalized. She underscores the potential of the fashion industry to incite wider inclusion for neurodivergent voices. This, she suggests, accentuates the significance of brand partnerships that actively contribute to fostering such inclusivity and empowerment.

“The fashion industry has the power to acknowledge difference, and not silence it.”

Partnership Advice: Key focal points

Meet the Social Influencers across markets

Our research team has gathered some of the most inspiring Social Influencers contacts from each market. Take a look below:

Eager to learn more about authentic partnerships? Read our previous article, and learn about how to foster authentic and uplifting partnerships with LGBTQIA+ influencers and activists. Access the article HERE.

Image credits: Copenhagen Fashion Week/Bryndis Thorsteinsdottir – GANNI SS24.

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Design Traditions and Sustainability  

How to approach Austrians and Swiss’

Familiarize yourself with the Austrian media landscape

Included in VOCAST’s Austrian curated lists

Familiarize yourself with the Swiss media landscape

Included in VOCAST’s Swiss curated lists

The Austrian and Swiss Influencer Scene

Austrian Influencers

Swiss Influencers

Exploring the media landscape in Austria and Switzerland: A look at Print and Online Publications

Meet some of the editors

To get access to the Austrian and Swiss curated lists of these Magazines, Influencers, Editors-in-chiefs, Editors and more, click here:

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Although the world of fashion and its glamorous facade may seem intriguing to many, its less elegant backside shows that over 500 million tons of textiles end up in landfills every year. With ‘overconsumption’, ‘ultra-fast fashion’, and ‘disposable culture’ as new additions to the dictionary, the need for a slower pace in a fast-moving business has never been greater. As the clothing industry continues being singled out as a scapegoat for numerous environmental issues, it is increasingly evident that a transformation in current practices is not just a question of if, but when. Standing at the breaking point of the fashion industry’s ground zero, one might wonder what will be the key ingredients to rewriting history into a new, more circularly oriented tomorrow. 

This article will dive deeper into the topic of circular fashion, exploring how the ever-expanding movement is changing the rules of sustainability on several parameters. VOCAST spoke to slow fashion enthusiast and entrepreneur Ingrid Bergtun, and she shared her broad knowledge and personal perspectives on the present, and the future of the industry.

Get to know Ingrid Bergtun

Exploring the status quo

Sustainability in the fashion sector is more relevant than ever, but it still presents a complex landscape for brands and consumers to navigate. Ingrid reviews the current state of the industry and describes the process flowing straight from production to consumption and, ultimately, disposal. Following the structure of a ‘take-make-waste’ mindset, a garment’s fate is already written in the early stages of production. This model, as highlighted by Ingrid, drives people to purchase new clothing manufactured in low-quality materials that are not eligible for recycling. Overall, the existing system feeds into a throwaway culture, and prioritizes rapid consumption at the expense of environmental protection, which Ingrid emphasizes:

“The production of garments involves significant natural resource consumption and emissions, and when the clothes are not being used, it inevitably contributes to a growing waste problem.”

Alternatively, a circular framework seeks to round out the edges, where the well-being and longevity of the garment are extended and carefully considered at every step of the circuit. Briefly explained, circularity involves closing the loop of overconsumption and favors recycling, reusing, and repairing clothes to prevent the clothing from ending up in a one-way street towards the bins. Ingrid points out that pursuing a more holistic strategy can be beneficial in various aspects, the most important being summarized as the reduction of textile waste, promotion of ethical practice, and reduction in environmental footprints.

Breaking Barriers

Gen-Z has been labeled the “conscious consumers”, bringing both money and mind into their consumption habits. With a wave of wokeness flourishing, brands are meeting the needs of the market by integrating greener themes into their products and services. But although as many as nine out of ten younger consumers are demanding brands to address environmental challenges, caring about sustainability is not necessarily synonymous with caring about sustainable fashion. In the end, there is still missing a clearly marked terminus for turning thoughts into reality. Being able to harmonize two conflicting approaches, where maximizing sales is opposed to the idea of minimizing waste, calls for a change of heart. So how do we unlock the doors to circularity, and what barriers are currently blocking the front gate?

Fully living out our green values can only take us so far, where it truly takes two to tango on the path toward a circular fashion economy. Utilizing the dynamic relationship between customers and brands, Ingrid expresses that trademarks shouldn’t be afraid to vocalize their sustainable beliefs or implement environmentally friendly measures into their practices:

“Some brands may hesitate to join the conversation due to the fear of being accused of greenwashing. However, with genuine intentions and a commitment to take responsibility, you can never go wrong.”

Quite simply, brands must start embracing transparency and inviting customers along their eco-friendly journeys. As the saying goes; nobody’s perfect, and introducing honesty into sustainability discussions could prove to be a strategic move – not shying away from showcasing imperfections. Being open about your brand’s current circumstances, even if they aren’t ideal, can also signal to customers that there is a safe space for a trial-and-error mentality. Given that the word ‘guilt’ is often associated with sustainability, engaging in a vulnerable dialogue can therefore help lower the threshold for making more conscious choices. These types of unfiltered conversations can help restore a sense of humanity back into an issue that profoundly affects humans.

Besides, brands must dare to think outside the A4 box. Ingrid stresses the crucial pivot point for brands to take accountability for their products both before and after they leave the warehouse shelves. Achieving this means ensuring that the garment is well equipped in durable armor, for a long and happy life with its new owner. Should any age marks or signs of life appear along the way, Ingrid explains that brands must be prepared to offer repairs or support customers with instructions on how to fix things independently. Manageable steps like this can nurture a deeper connection between the customer and their clothes, leading to them loving and cherishing their pieces for longer.

“People need new clothes every now and then, and if consumers are aware of certain brands that offer repair services, or do-it-yourself guidance, they are more likely to choose those brands again.”

Living in a material world

Fashion is without exception found in every corner of the world – on the floor behind the pink curtains of a little girl’s room, or in a messy drawer in her big brother’s wardrobe – blooming in the streets on a busy Monday morning, or buzzing around on an all-too-late Friday evening. It’s a way to wear what we feel inside, on the outside of our canvas. But with endless possibilities for how these feelings can be portrayed, in all imaginable silhouettes, textures, and colors, we’re ultimately unsure of how they should look. The relentless pace of new styles has led to what can only be described as “fashion fatigue,” leaving us exhausted from the constant cycle of keeping up. Recognizing fast fashion as a prominent force working against a more sustainable, circular system is one of the most important pieces of the puzzle. As the latest campaign by the sustainable Swedish clothing brand Asket so well phrases it; Fuck Fast Fashion for making us feel left out, unless we buy in. By capitalizing on the FOMO (Fear of Missing Out) tendencies thriving amongst the youth, fast-fashion companies are contributing to keeping the line of the linear system straight. All things considered, these businesses are creating a mismatch in today’s society between the urge to fit in and the need for sustainability, hiding the true cost of a trendy piece behind low prices. We may soon start asking ourselves; is a fast-fashion detox the only answer? Diving into this fascinating paradox, we asked Ingrid if she thinks we can harmonize trends with sustainability, and she replied as follows:

“Absolutely. Many of today’s fashion trends are actually inspired by styles from the past. So instead of buying new clothes that mimic old ones, why not just buy and wear the original vintage pieces?”

Suggesting that the trends themselves seem to be going nowhere, Ingrid hints that maybe we just need to look elsewhere to find them. Purchasing second-hand items is a precious reminder that sometimes old clothes just need a change of scenery – a new set design to find themselves in a new plot with reinvented purposes. Besides, Ingrid articulates the importance of preserving the enjoyment and childish fun of dressing up, yet in today’s fast-fashion environment, this often carries an unpleasant aftertaste. She further explains how buying used often requires a tad more effort, whereas the opposite is easier, cheaper, and more accessible, but tends to leave consumers struggling with an inner conflict.

“Buying fast fashion is like eating candy. You know you shouldn’t eat a lot of it, but when it’s right in front of you, it’s not always easy to resist the temptation.”

The internet has also created a new, virtual world in sustainable fashion to exist in. Between computer screens, iPhone scrolling, Wi-Fi, and algorithms, one can discover environmentally-oriented content creators that possess a particular purchasing influence. Ingrid conveys that these influencers play a big part in upping the ‘coolness factor’ of buying pre-loved clothing, and says that collaborating with profiles through attitude- and sustainability campaigns is a good way for brands to tap into their customers’ green values.

Photo credit: Copenhagen Fashion Week/Tonya Matyu – STAMM

Just like looking at an abstract work of art or recalling a bizarre dream, fashion is open to individual interpretation. Simultaneously shared by all and owned by none. Treasuring these unique understandings, where clothes serve as an outlet for self-expression, does not need to compromise with the concept of an eco-friendly fashion scene. Ingrid maintains an optimistic outlook, noting some of the exciting and positive developments taking place in the sustainability arena. She hopes that people are prepared for a sweeping shift, envisioning a sustainable fashion framework that fosters opportunities rather than constraints.

Meet the sustainable content creators 

Browse through a selection of some of the top profiles within sustainable fashion, available through VOCAST’S curated lists:

Eager to learn more about sustainability in fashion? Read our previously published article discussing relevant topics such as greenwashing, slow fashion, and sustainable marketing – in conversation with the founders of two conscious brands based in Scandinavia. Access the article HERE.

References: Good On You: What is Circular Fashion? Asket: Fuck Fast Fashion. Weavabel: How can fashion brands transition from a linear to a circular economy? Zalando: Attitude-Behavior Gap Report.

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Danish Fashion and Design Culture

Culture

Restaurants and Cafes 

Autumn and Winter Activities 

To get access to the lists regarding Copenhagen fashion influencers as well as the Copenhagen news media lists and more:

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In the changing world of digital marketing, TikTok has emerged as a powerful force for brands to authentically engage with their audiences. TikTok is a rapidly growing social media platform that allows users to create and share short, engaging videos with a global audience. With its user-friendly interface and emphasis on creativity, TikTok has become a hub for entertainment, trends, and even marketing opportunities. Unlike similar social media platforms, such as Instagram and Facebook, TikTok allows brands to collaborate with creators who can create content that feels more like a genuine interaction rather than a commercial interruption.

In this article, we will explore how brands can tap into the power of TikTok, adapt their marketing strategies to the platform, collaborate effectively with creators and ultimately maximize their reach and impact. VOCAST has spoken to the Creative Consultant Ofelia Vistedt. Her expertise sheds light on the platform’s potential to create personalized marketing experiences and strike a balance between authenticity and brand vision.

Meet Creative Consultant Ofelia

The era of personalized marketing

Traditional advertising methods no longer hold the same power they once did. Today’s consumers crave authenticity and a personal touch. TikTok provides the perfect platform for brands to connect with their audience on a more intimate level. By understanding the immense impact of TikTok, companies can break away from outdated means of advertising and establish a more personal way of marketing.

One of the key advantages of collaborating with TikTok creators is their ability to shape trends and influence consumer behavior. TikTok creators have become powerful figures in driving viral content and capturing the attention of millions. Collaborating with them can provide a unique opportunity to tap into their existing following base, extend reach, and build credibility. However, it is crucial for brands to choose collaborations with creators who are a good fit for their brand values and audience, and to collaborate in a way that allows the influencer to retain their creativity and authenticity.

Ofelia explains to us how TikTok has opened up a new way for brands to market themselves a way to express themselves less traditionally. The fast-paced, honest, and often-times funny content has gathered big success for many brands, and more and more companies and creators are taking steps towards TikTok.

Crack the code of TikTok algorithms

In contrast to conventional social media, the majority of user activity takes place on the platform’s discovery feed, called the “For You Page” or “FYP”. In fact, a significant 88% of TikTok users prefer to discover new content, rather than scrolling through their following feed.

The FYP on TikTok is a personalized feed that displays a curated selection of videos to each user. It uses a recommendation algorithm that takes into account user interactions, such as likes, shares, and scrolling behavior, as well as video information like captions and hashtags. These algorithms are designed to maximize user engagement and keep users scrolling. While TikTok’s specific algorithm is proprietary and the exact details are not publicly disclosed, there are certain ways to optimize its potential.

Ofelia distinguishes that the most significant advantage of marketing on TikTok is the reach: You can post your first video, and the first one can be the one that gets millions of views and thousands of followers. The algorithm is unbeatable in getting your word out there – a task much harder on platforms such as Instagram and Facebook.

“With TikTok, everything and anything can be the next viral success that sells out a product.”

Following is arguably not very significant in order to gain attention on TikTok. The user interface is designed to prioritize good content over all; every piece of content stands a chance to go viral.

TikTok reveals that the quickest way to engage with the right kind of audience and gain attention is by the use of sounds. Joining in on various trends and sounds is therefore a solid strategy if you’re aiming to be on the FYP of your target audience. In order to succeed with this, you as a brand need to be reactive and fast with creating content. Here again, a professional campaign is not the way to go; it is all about being on trend and delivering fast content that engages your target group!

The key for a successful collaboration: creative freedom

Tiktok consumers expect tailored and personalized experiences, and TikTok creators provide an avenue to deliver just that. They have established their own unique voices and personal brands, building trust and loyalty in their followers. It is therefore important for brands to strike a balance between providing guidance and allowing the TikToker creative freedom to maintain authenticity in their content. This level of personalization helps foster stronger connections and increases the likelihood of engagement and conversions. Ofelia argues that the most important thing is to give the influencer creative freedom:

“If you want the trust of the creator’s audience – and you want conversion, you have to let them create content that they feel their audience will appreciate”

She continues with explaining that the ad should feel effortless and like the creator recommends a product because they think it’s great. Don’t make the creator make a straight-up sales pitch; the details are unimportant. The importance is that it feels authentic.

How should brands use their own channel to engage potential customers?

In the world of TikTok, your brand’s channel is not just a platform for promotion; it’s an avenue for building authentic relationships with your audience. Embrace the opportunity to bring customers closer, involving them in your brand’s evolution and receiving invaluable feedback.

Ofelia highlights how TikTok allows brands to be even closer to their audience and explains that there is a golden opportunity to build real connections: by being authentic and inviting potential customers behind the scenes and involving them in what your next product should be, look, or feel like. By listening to quick feedback, you will make the customer feel like a part of your brand by being funny and relatable – that is the way to the audience’s heart on TikTok. In this way, you are marketing your brand without people feeling like you are selling them something – they want to be a part of your brand’s universe.

“Don’t overthink it!”

Ofelias best advice for capitalizing on viral TikTok content is to not overthink the campaign: whether it’s promoting the brand through your own channels or through a TikTok creator, it should be unfiltered and personalized. From Ofelias own experiences the best-performing content on TikTok is rarely a professional campaign – it’s a founder or maybe a marketing associate talking about the brand, or showing the product or service. Make it your own and have fun with it; it shouldn’t be that serious! Your target audience will find you, not the other way around.

Unlocking TikTok’s potential

TikTok has paved the way for brands to establish genuine connections with their audience by collaborating with influencers who can create relatable and engaging content. By embracing this shift and adapting their marketing strategies, brands can create more meaningful and effective campaigns that resonate with their target customers on a personal level.

Consultants like Ofelia Vistedt can guide brands in the right direction and assist them in avoiding missteps while promoting their brand on TikTok. With the right approach, brands can turn a viral moment into long-term success and foster lasting brand loyalty on TikTok – in this new era of personalized marketing.

Dos and Don’ts with TikTok

Engaging with TikTok and collaborating with TikTok creators can significantly amplify your brand’s reach and impact. Here are some Dos and Don’ts to consider:

TikTok creators across markets

Take a look at some of the top TikTok creators across markets, that can be found in VOCAST’s curated lists:

References: TikTok: Get Your Business Discovered on TikTok. 

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VOCAST har snakket med Søren Bruunsgaard, formand for Center for Podcasting, som gav os nogle indsigter i, hvad podcast er for et mediet samt hvordan det kan bruges som kommunikationsform.

Mød Søren

Når du vælger en vært til din podcast

Kendte, danske podcasts

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