How climate storytelling is embedded throughout: 

• Challenging fast fashion norms by dressing Islanders in second-hand clothing from eBay, Love Island shifts expectations and sparks conversations about sustainable style 

• Normalising second-hand with themed “Pre-Loved Parties” and a shared wardrobe, re-wearing clothes is presented not just as acceptable, but stylish and fun 

• From vintage looks to Islanders re-wearing each other’s outfits, viewers are shown how sustainable fashion choices can spark creativity and self-expression 

• It goes beyond fashion too with reusable water bottles, an energy generating gym bike that charges phones, and solar powered production build, the show promotes more sustainable choices both on and off screen 

The impact: 

• This year’s series of Love Island continues to dominate screens with the launch episode hosting an average audience of 3.0 million, including 1.2 million 16–34s, making it ITV2’s biggest audience of the year so far 

• 7,000% increase in “pre-loved fashion” searches on eBay 

• Nearly 20% year-on-year increase in eBay’s second-hand fashion listings, showing a measurable shift in consumer interest and behaviour linked to the show’s audience 

• 3.1 million people became more aware of fashion’s environmental impact 

• 2.7 million reported making more sustainable shopping choices 

• The Love Island x eBay campaign won the Grand Prix at the Campaign Ad Net Zero Awards 2023, recognising its innovative approach to promoting sustainability on reality TV 🏆  

Love Island shows that even reality TV can promote messages about sustainability, proving that important topics can be woven into popular entertainment and still have a big impact on our planet and normalise sustainable choices.