London isn’t just about the Tube, the Thames, and red buses anymore. Over the last five years, the city has quietly become a hub for real, everyday sustainable living - and the people leading the charge aren’t politicians or CEOs. They’re regular folks with Instagram accounts, TikTok channels, and blogs who show up in their reusable tote bags, compost bins, and secondhand boots.
If you’re tired of greenwashing and want to see what actual low-waste, carbon-conscious living looks like in a city of 9 million people, these are the influencers you should be following.
Who’s really making a difference in London?
Not every eco-influencer is selling you a $120 bamboo toothbrush. Some of the most powerful voices in London’s sustainability scene are the ones who show you how to live well without buying more stuff. Take Anna from @lowwastelondon - she’s been zero-waste for over seven years and still shops at Aldi. Her weekly haul videos show how she buys bulk grains, refills cleaning products at local shops in Hackney, and turns food scraps into compost in her tiny balcony garden. No fancy gadgets. Just habits.
Then there’s Jamal @thegreentailor, who runs a small repair shop in Peckham. He fixes clothes, teaches free mending workshops, and posts before-and-after videos of jackets, jeans, and even wedding dresses he’s saved from landfill. His Instagram feed has over 120,000 followers - not because he’s flashy, but because he proves that sustainability doesn’t mean buying new. It means keeping what you already have.
And let’s not forget Lena @londonbikeshare, who rides her cargo bike everywhere - groceries, school drop-offs, even her job interview. She doesn’t have a car. She doesn’t plan to. Her TikTok series, “One Week Without My Car,” shows how London’s bike lanes, public transport, and local delivery co-ops make it possible. Her videos have helped over 3,000 people in outer boroughs consider ditching their vehicles.
What kind of content actually works?
Not all eco content is created equal. Some influencers post perfect flat lays of reusable straws while flying to Bali. Others show you how to turn a broken kettle into a planter. The difference? Real impact.
The most trusted creators in London focus on three things: accessibility, honesty, and local solutions.
- Accessibility: They don’t assume you live in a house with a garden. They show you how to compost in a flat, find free food swaps in Southwark, or join a tool library in Camden.
- Honesty: They admit when they slip up. One influencer, Riya @plasticfreepeckham, posted a video titled “I Bought Plastic Again - Here’s Why.” She explained how a last-minute takeaway left her with a single-use container. No shame. Just a plan to avoid it next time.
- Local solutions: They name real places - the zero-waste shop on Stoke Newington High Street, the refill station at the Brixton Farmers Market, the repair café in Islington. You can go there tomorrow.
These creators don’t preach. They show. And that’s why people listen.
Top 5 London-based sustainable influencers to follow right now
Here are five people whose content you can actually use - no fluff, no ads, no gimmicks.
- Anna from @lowwastelondon - Her weekly fridge hauls, DIY cleaning recipes, and thrift store finds are perfect for beginners. She’s been featured in London Evening Standard for her work with local councils on food waste reduction.
- Jamal @thegreentailor - If you’ve ever thrown out a ripped shirt, you need to see his work. He’s partnered with 12 London schools to teach mending to kids. His YouTube tutorials have over 2 million views.
- Lena @londonbikeshare - Her cargo bike routes are mapped out in her bio. She’s built a community of over 500 Londoners who now ride instead of drive. Her monthly “Bike & Brew” meetups in East London are packed.
- Riya @plasticfreepeckham - She runs a community fridge in Peckham where locals drop off surplus food. Her Instagram stories show real-time updates: “30 eggs, 5 loaves, 2 jars of jam - all free.”
- Dev @sustainablesouthlondon - He’s a former engineer who now runs a local carbon footprint calculator app. His TikTok videos break down emissions from everyday choices - like how one meat-free meal saves 3kg of CO2. He’s helped over 15,000 people in South London track their impact.
What you can learn from them - and how to start
You don’t need to become zero-waste overnight. Start small. These influencers show you how.
Try this: Pick one habit from their routines and try it for a week.
- Swap one plastic item for a reusable version - maybe your coffee cup or shopping bag.
- Visit one local refill shop. Try the one in Brixton or Stoke Newington. Bring your own jar.
- Repair one thing you were about to throw away. Watch a 5-minute mending video. Try it.
- Join a community fridge or food swap. Search “London food swap” on Facebook. You’ll find one near you.
- Walk or bike to your next appointment. Use Google Maps’ bike route feature. It’s often faster than driving in central London.
These aren’t radical changes. They’re practical. And they add up.
Why these influencers matter more than big brands
Big companies want you to buy “eco-friendly” products. These influencers want you to buy less. They’re not selling a lifestyle. They’re showing you how to live better with less - and they’re doing it right where you are.
London’s sustainability movement isn’t about perfection. It’s about participation. These people don’t have millions of followers because they’re perfect. They have them because they’re real. They show up in the rain, with messy hair, holding a jar of homemade jam, and say, “This is what it looks like.”
And that’s why their content sticks.
Where to go next
Want to go deeper? Start with these three local resources:
- London Waste and Recycling Board - They fund local zero-waste projects and list all refill stations, repair cafes, and food swaps across the city.
- Friends of the Earth London - They run monthly eco-events, from bike tours to plastic-free challenges. Free to join.
- Community Fridges Network - Over 40 fridges across London where you can take or leave food. No questions asked.
You don’t need to follow every influencer. Just pick one. Watch their stories. Try one thing. Then try another. That’s how real change happens - one small step, one real person, one London street at a time.
Who are the most trusted sustainable living influencers in London?
The most trusted influencers are those who focus on real, local actions - not products. Anna from @lowwastelondon, Jamal from @thegreentailor, Lena from @londonbikeshare, Riya from @plasticfreepeckham, and Dev from @sustainablesouthlondon are all known for showing practical, everyday changes. They don’t sell anything. They show how to live with less, repair more, and use what’s already in the city.
Can you really live sustainably in a big city like London?
Yes - and thousands of Londoners already do. It’s not about having a garden or buying expensive gear. It’s about using what’s already there: refill stations, repair cafes, community fridges, bike lanes, and secondhand shops. Influencers like Lena and Riya prove you can live without a car, reduce plastic, and still eat well. It’s about habits, not perfection.
What’s the easiest way to start living more sustainably in London?
Start with one swap: bring a reusable bag or cup. Then, find a local refill shop or food swap near you. Use the London Waste and Recycling Board’s map to locate them. Next, try repairing one item instead of replacing it. These small steps add up fast - and you’ll see results in your wallet and your trash bin.
Are these influencers selling products?
Most of them aren’t. Anna, Jamal, Lena, Riya, and Dev focus on actions, not ads. They might mention a brand if it’s a local business they support - like a refill shop or repair café - but they don’t push products. Their goal is to show you how to live with less, not buy more.
Where can I find local sustainability resources in London?
Start with the London Waste and Recycling Board’s website - they list every refill station, repair café, and community fridge in the city. Friends of the Earth London runs free events and challenges. And the Community Fridges Network has over 40 locations where you can take or give food, no questions asked. These are the real tools for sustainable living - not apps or products.
What to do next
Don’t wait for a perfect plan. Pick one influencer from the list. Watch one of their videos. Then, do one thing tomorrow - refill a bottle, fix a shirt, ride your bike to the shop. That’s it. You don’t need to change everything. Just change one thing. And then another. That’s how London is becoming greener - one person, one habit, one street at a time.