Influencers and celebs need to read the room when it comes to their #gifted content

We’re all used to seeing it, influencers and celebrities flaunting their #gifted items across their social media channels. Some are more of a “thank you” post to ensure the flow of new things keeps on coming, while others feel more of a gloat.

But in a cost of living crisis, it feels beyond insensitive to see the swag that influencers and celebrities are sent unsolicited when in reality they are the very ones who do not need these freebies, or require any sort of state support. They can well afford to buy essentials that thousands of people will now be struggling to afford, and will probably be going without. They’re not the ones being squeezed, forcing them into multiple jobs, sleepless nights and constant money and bill worries.

Of course, we don’t know as followers if influencers are donating any goods they’re given, but it would sit with us better if as well as tagging them #gifted, people would also say they’re donating some, if not all, of the gifted items too. And actually do it.

Earlier this week, I saw one ex-reality TV star, Millie Macintosh, who was sent a huge pile of baby wipes, and captioned the Instagram story with “this should keep us going for a year”. My first thoughts were: “But you could afford to buy those, probably even in such bulk.” I know I have zero insight into a celebrity’s personal finances, but from what is presented to me (again, I know Instagram is a curated version of people’s lives) I think it’s fair to suggest that many of these influencers are likely to be pretty comfortably off. How much of what I see on their feed, from beautiful homes, furniture, clothes, holidays and general high-flying lifestyle is also #gifted and not them personally paying for it, I am not sure.

There are plenty of ways to donate unused items though. At IndyBest, as a review and shopping section, we are undeniably sent products to test. Of course, perishables, alcohol, used beauty items, anything else intimate like earrings and other things can’t be donated, but lots of it can. And we do.

Take the baby wipes example: these could be donated to baby banks around the country that help support parents in need. A recent report from YouGov and Aldi found that 77 per cent of new parents were worried about the cost of essentials for their newborn. Following this, Aldi announced it would donate 800,000 items from its Mamia baby range to charities across the UK.

Beauty Banks, set up by The Guardian’s beauty journalist, Sali Hughes and friend Jo Jones, collects toiletry essentials and beauty items to donate. Some of the top items requested on its website include shower gel, toothbrushes and sanitary pads. There are donation points at some Superdrug stores; you can also post donations or donate products online. Bloody Good Period also takes donations of menstrual products, too.

The Trussell Trust has one of the biggest food bank networks in the country, and you’ll probably see the collection points at supermarkets. You can donate items after your shop, or take surplus from home, while most local councils have local food banks you can support as well. Smalls for All, based in Scotland, collects new underwear and distributes to people in Africa and the UK.

There are plenty more charities that take specific donations and distribute them to the most in need too. It’s not just #gifted items that can be donated to these either; anyone can buy something new, if they feel they can, so it’s given to someone else who cannot buy it. At a time like this, we need to support each other, not publicly gloat about our freebies.

Yours,

Emma Henderson

IndyBest editor