Single women's shopping habits and climate change

Women account for most clothing purchases. According to the Swedish Environmental Protection Agency, the average Swede consumes around fourteen kilos of textiles every year and in just one year throws almost eight kilos of textiles into the garbage. Women in single households emit 74 kilos of greenhouse gases per year and men 54 kilos per year, according to new figures from the research program Mistra Sustainable Consumption at the Royal Institute of Technology.

To reach the strong women, more and more companies are trying to market themselves through so-called influencers who have many fashion-interested female followers on social media.

SVT Agenda has met Ellinor Bjurström, former model and now an active influencer. Ellinor Bjurström previously bought clothes in large quantities without thinking about the climate. Today she has a more conscious consumption and acts a lot on second hand.

- It's a bit like a trend to care about the environment now. I have noticed that my followers are more aware of the environment today, says Ellinor Bjurström.

At the same time, she makes a living by promoting different products on social media.

- I probably take maybe 20,000 SEK for a post, maybe 17,000 SEK, she says.

Now she would rather collaborate with more climate-conscious companies in the future.

- I will not be able to stop advertising completely, because it is like I resign, but I will really think about what it is for companies I choose to work with, says Ellinor Bjurström.