In the last few years, the world of social networks has seen tremendous growth. Today, social networks not only fulfill their original purpose of connecting people with family members and friends, but have also been successfully integrated into business sp heres, becoming an indispensable part of every successful marketing campaign and the overall business of brands. These networks significantly contribute to the evolution of communication by enabling users to connect to communities, to exchange information, so users have the opportunity to create and freely distribute their own content, which gives them significant visibility. In this way, users gain influence over individuals who watch or follow their content, and brands use this influence for the purpose o f creating connections with customers and for the purpose of increasing their revenue. However, these types of marketing strategies promote consumerism more than ever before, which causes great damage to society and the environment as a whole because it cr eates excessive amounts of waste, pollutes the planet and encourages greed and the consumer mentality in general.