For brands wanting to get away with greenwashing, one solution has become especially popular: stick an influencer on it. From Boohoo appointing Kourtney Kardashian as its “sustainability ambassador” to Shein’s notorious influencer trip to promote its “innovation centre” in China, using influencers has become a common tactic to gain attention for halfhearted eco initiatives – and to create a cushion between the brand and the public backlash. Recently we have seen influencers acting as the faces of PR campaigns such as Pretty Little Thing’s resale site Marketplace and H&M’s Conscious line – spin-offs that are explicitly introduced as a remedy...