Note

The blog post contains an effusive text about the ethical value of Naadam Cashmere, followed by a series of images showing modelled garments. This type of article reflects one target market group for sustainable cashmere (committed, ethically-conscious consumers) who seek guidance from influencers. #consumer-self-awareness #influencer-marketing -- A potential issue of concern in these arrangements is the nature of trust in authority and the evaluation of sustainability claims. We see a transmission of assertions from Naadam via the influencer to the consumer without necessarily maintaining engagement with supporting evidence.