Instagrammer shares daily Palestine carousels alongside “sunlight through olive trees” and “resistance but minimalist”. Experts warn of rising cases of aestheticised allyship.
Wellness influencer @GlowWithCoco made a real change by combining her passion for iced matcha lattes with her social activism. She posted a black-and-white photo of a keffiyeh artfully placed on her coffee table, next to a neatly cut watermelon. The caption: “Solidarity looks great on you. #FreePalestine #WatermelonChic.”
The post is part of her new “Slay with Social Justice” series, which alternates between infographics about ceasefire demands and aesthetically curated reels of her morning routine—now featuring a “Free Gaza” sticker on her gratitude journal. Followers report whiplash from scrolling past “10 signs they’re the reason you’re breaking out” straight into “10 ways to boycott genocide”.
Critics argue the trend reduces systemic violence to a branding opportunity. “If a call-to-action is buried under the #OOTD hashtag, it’s not allyship,” says Dr Mary Khan, a sociologist studying “hashtag humanitarianism”. “Imagine rallying for liberation, then pausing to adjust your ring light.” If a call-to-action is buried under the #OOTD hashtag, it’s not allyship.
Undeterred, Coco has already trademarked the phrase “Resistance looks radiant” for her upcoming “Glow Protest” skincare line—a charity collab donating 1% of profits to (checks notes) “awareness”.
Today, influencer solidarity is firmly rooted in neutral colour schemes. Another well-known wellness guru shared a graphic picture of Palestinian kids alongside her “gut-friendly lunchbox” series. Another combined a lofi remix of Somewhere Over the Rainbow with a “Ceasefire Now” clip.
The takeaway: yes! Show empathy, but make sure it is cosy and relaxing. For individuals who feel too impacted, some even provide “empath coaching”. Breathwork and brand synergy can help you process the “collective grief” for only $199.
