In the era of TikTok, when scrolling through endless social media feeds has become the norm, finding content that genuinely resonates can feel like finding a diamond in the rough. And that’s exactly how we would describe Gittemarie Johansen.
As a creator, Gittemarie combines her passion for sustainability with a commitment to authentic storytelling to create educational content that feels like a breath of fresh air on our social feeds. Gittemarie’s content not only offers practical tips on reducing waste, but delves deeper into the complexities of sustainability, challenging greenwashing practices, and fostering a community-driven approach to environmental change.
From her early days as a teenage blogger, to now engaging policymakers on pressing environmental issues, Gittemarie’s creator journey has been nothing short of inspiring. She’s also a published author, having written three books on sustainability — and launching one of them in ebook format.
We sat down with her to talk about her evolution as a creator, her insights on monetization, and her upcoming projects, which promise to push the boundaries of sustainability content. Let’s dive in!
Tell us about your journey as a creator and how you found your niche in sustainability content?
I’ve been blogging and creating videos since I was 16 years old. However, it was only in 2015 that I discovered the zero-waste lifestyle off-screen. I initially shared insights from my daily life, detailing the changes in my routines and habits as I endeavored to reduce waste.
My sustainability content began as a reflection of the actions I was taking to minimize my environmental impact as an individual. While I still continue to offer practical tips from my evolving daily life, my content has grown to encompass broader sustainability topics. I now share reports and analytical essays on the impact of the products and materials we consume, offer critiques on greenwashing, and provide recipes. On top of that, I also discuss the necessary steps required to reduce the environmental footprint of individuals, as well as businesses within the political and industrial sectors.
I aim to reach a diverse audience because I believe sustainability shouldn’t be seen as a niche. Climate change affects everyone, and there are lots of actions each of us can take to make a difference.
You’re known for your informative and engaging content on sustainability. What inspired you to start creating educational content on this topic?
It was my curiosity that drove me to create educational content on sustainability. I chose to adopt a more academic and educational approach with my Impact Analysis series because, undoubtedly, there’s a lot to explore for those aiming to reduce their environmental impact as consumers.
Making ethical and sustainable choices requires having the necessary knowledge to make informed decisions, and that knowledge isn’t readily available to everyone. I used to receive inquiries about the environmental impact of materials like steel, glass, and paper, among other topics, quite frequently. This prompted me to research these subjects and make the available information more accessible, which eliminated the need for people to spend hours doing their own research.
How do you view your role as a creator in educating others about sustainable living practices?
On my platform, I emphasize that I’m not perfect, nor do I claim to have all the answers. I’m continually learning, just like everyone else!
When portraying various sustainable or ethical lifestyles, it’s crucial to be accountable for how they’re presented. The zero-waste lifestyle, which is often symbolized by a trash jar containing a year’s worth of waste, serves as a compelling visual for social media but can be unrealistic for the majority of consumers. This portrayal can discourage people from adopting sustainable practices because many creators only showcase the perfect, aesthetically-pleasing aspects, while omitting the less glamorous realities of living zero-waste.
It’s essential to present a balanced view online in order to normalize sustainable habits among the general public. Embracing the imperfect aspects of sustainable practices is essential. When we openly acknowledge our mistakes and flaws, it encourages our followers to take action themselves. As creators, we have a responsibility to depict real-life experiences rather than just the polished, curated version — and this applies across all niches.
Many creators struggle with monetization. Could you share some insights into how you’ve successfully monetized your content?
While monetization has never been the primary goal of my platform, I decided to explore it after graduating from university in 2019.
Maximizing profits has never been my main objective and I think that when creators prioritize money over authenticity, it often shows in their content. I’ve partnered with brands that I genuinely believe in and have used for years before securing any brand deals.
You’ve authored an ebook. Could you tell us more about it and how it fits into your content strategy?
I’ve authored three books! Two in Danish and one in English titled, Sustainable Badass, available in both physical and ebooks formats.
Writing these books wasn’t necessarily part of a deliberate strategy; it was more of a personal aspiration I wanted to fulfill. I believe reading offers a different experience compared to scrolling through digital content. Exploring this form of communication has been enlightening for me.
On top of that, writing books provides another avenue to connect with people, share information, and make sustainable living easily accessible, which aligns with my overarching goal across all projects.
Given your expertise in sustainability, have you considered expanding into offering digital learning products such as guides or mini-courses?
I have offered digital learning products in the past with great success. I’m open to exploring this avenue again in the future.
The Leap is all about helping creators turn their passion into a viable side hustle. What advice would you give to creators looking to monetize their content, particularly in the sustainability niche?
My advice to creators looking to monetize their content, especially in the sustainability niche, is to stay true to yourself. When entering the influencer or content creator space with the goal of making a living, it’s crucial to know your worth. Many businesses and organizations may try to get you to work for free, so it’s essential to stand your ground, even when discussing topics you’re passionate about.
However, I always emphasize that the primary motivation for content creation should not solely be monetary gain. If your values and community are at the forefront of your platform, you’re more likely to connect with people genuinely and create inspiring content for both you and your audience.
What’s your ultimate goal as a creator, and how do you plan to achieve it?
My ultimate goal as a creator is to do what I love both on and off the screen. While my online platform is an integral part of my business and something I’m passionate about, my aim is to translate online engagement into real-life impact. I’ve given over 100 lectures and talks, and I continue to seek opportunities to work with people and drive community-driven change.
How do you stay motivated and continue to produce quality content for your audience?
I embrace periods of unproductivity and lack of inspiration. If I don’t feel motivated to create content that resonates with me, I wait until I’m in a better mindset to be creative. I avoid rushing myself to produce content because it often doesn’t reflect my vision.
My motivation comes from listening to myself and my audience. I engage with my audience, asking them about their interests, curiosities, and challenges. By creating content with my audience in mind, I find renewed motivation and inspiration.
Can you share any recent projects or initiatives you’re excited about?
I’m thrilled about my recent trip to Brussels where I collaborated with policymakers on advancing carbon reduction initiatives and communicating sustainable efforts within the EU.
Create and sell digital products in minutes using The Leap!
This interview has been edited for clarity and length.
Photo: Courtesy of Gittemarie Johansen
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Further reading
- What Is a Creator Educator? (And How To Become One)
- Beyond Influencing: Why Creator Educators Are Making Bank
- How TikTok Became an Unlikely Tool for Teaching and Learning
- 8 of the Top-Earning Creator Educators
- 13 Best Examples of Digital Products Created on The Leap
- How To Create an Ebook (For Free)
- How To Make Money Selling Ebooks Online
