For Gen Z, PR packages have always been a part of the regularly scheduled content we see on our feeds. Brands send gifted products to influencers in hopes of a post in return. And this sort of PR strategy is something that, until recently, society has just accepted. Now, audiences are questioning the sustainability of the age-old PR tactic: The PR package.
Darcy McQueeny
Darcy McQueeny is a popular TikTok influencer with just above 1.7 million followers. She originally rose to fame amid Alabama rush TikTok but has recently come under a lot of heat for her PR unboxing hauls. The hauls feature piles of PR boxes and countless products that pile along her walls. A recent video of Darcy’s triggered the conversation of overconsumption and the often large waste that comes with influencer PR. Like many other influencers, Darcy saves up PR boxes for days or even weeks to post large unboxing hauls. Audiences began to question the sustainability of sending out/receiving so many products that aren’t needed.
Bloom Nutrition
Bloom Nutrition is a brand that notoriously sends countless PR packages to influencers all over social media. The company is known for its greens and superfood supplements intended to relieve bloating, support digestion, and promote immunity and energy. Something notable about Bloom is that their PR packages are everywhere. We’ve seen their products featured in the videos of health and wellness influencers, mukbang influencers, mommy vloggers, and countless other forms of creators. It’s almost unclear who Bloom’s target audience is because we see different variations of unboxing videos featuring their supplements. Brands like Bloom that rely on mass-sending products to anyone and everyone make it clear that PR packages are a prime example of overconsumption in the influencer space.
Kristi Howard
Popular influencer, Kristi Howard, is a YouTuber and TikToker. She is known for her 20-100+ PR package unboxings from various brands. Howard has been posting videos for as long as she can remember. She started by ordering clothes and then creating her hauls and reviews with no following. She stayed consistent in reaching out to brands to get their attention for them to send her PR. Eventually, she connected with smaller businesses and started promoting their PR packages and started to get big. Now, she sometimes receives hundreds of PR packages each week from well-known companies. She has stated in some TikTok videos that she has no obligation to post any of the products, but she does it because she likes building relationships with the business. Brands have continuously found Howard as a trustworthy influencer for collaboration, which is inherently good for her brand, but raises the question of how much PR is too much PR for influencers to receive.
Skims by Kim Kardashian
SKIMS is Kim Kardashian’s shapewear and clothing brand that has taken the internet and consumers by storm. They offer anything from long fancy dresses to waist trainers and undergarments. Her team sends numerous PR packages to popular influencers on TikTok like Lexi Hidalgo, Suede Brooks, Alix Earle, Acquired Style, and more. Despite SKIMS already being in the limelight due to Kim Kardashian’s global fame, the brand’s team ensures that new releases and items are strategically shared with these influencers. Since Skims and Kim herself are well-known figures in pop culture, many influencers choose to post their unboxings and hauls. This leads to an ongoing flow of content showcasing the latest trends, ultimately encouraging viewers to actively seek out the brand. This exemplifies a pattern of PR-driven overconsumption, as SKIMS has experienced explosive growth in recent years through a combination of social media advertising and PR coverage. It’s hard to say if PR packages will ever be completely out, but as sustainability becomes a more popular issue to the public, we think we will see a decline in the number of gifted products.