The Conscious Influence Hub: We Share the Responsibility

Anja Lapčević, Managing Director of the Conscious Influence Hub, has the vision to promote conscious behavior on social media.

Together with Barbara Fry, Anja co-founded the Conscious Influence Hub (CIH), a non-profit organization, at the end of 2020. Kingfluencers’ Content Contributor, Megan Bozman, spoke with Anja about the organization and the mindful use of social media in general.

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The Growing Importance of Social Media as a Communication Medium

Anja explains her vision:

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Responsibilities of Influencers

Once you are active on social media, you bear a certain level of responsibility. And the larger your follower community grows—which for some people is an important goal—the greater this responsibility becomes. It may not seem like it, but with your digital voice, you act as a role model for your community, especially as an influencer. If people turn to you for inspiration or advice, this is even more true. Each person has the choice of how to use their influence and what kind of example they want to be. One way is to use it for good.

A great example of using influence to help others is our member and psychologist Stephanie Karrer. As the host of the former SRF format We, Myself & Why, she shared practical psychological tips for everyday life and made a significant contribution to promoting mental health via social media.

Unfortunately, many topics leave people and companies without guidance, such as protecting children’s privacy or dealing with bullying and misinformation. The lack of guidelines and standards for handling social media led Anja and Barbara to establish a non-profit organization and develop a Code of Conduct.

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Creating a Code of Conduct

Together with a board of experts from academia, business, and the influencer industry, the organization developed a Code of Conduct for influencers, brands, organizations, and individuals active on social media. This Code helps them act with respect, empathy, and transparency. The Code of Conduct is an important tool to encourage the community to use their influence consciously. A supporting tutorial featuring Ramin Yousofzai provides practical examples and recommendations for implementing the Code of Conduct.

Anja explains:

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Impact on Jobs, Lives, and Society

Anja pointed out that the issue does not just affect our jobs but also our entire lives, society, and especially our children.

"Becoming a mother was an additional motivation for me. In a few years, my child will face these issues, so I want to be part of the solution. Fortunately, organizations like Kingfluencers, our founding members, and everyone working with me at CIH make that possible. We cannot close our eyes; we must proactively seek solutions.

The organization will hopefully be part of that solution and contribute to a better digital future."

A key goal of the Conscious Influence Hub is to build an engaged Conscious Community of members and partners committed to responsible social media use. The organization promotes conscious and ethical behavior on digital platforms. Anyone who shares the hub’s values can become a free member after reviewing the tutorial and completing a quiz. Members have the opportunity to network, exchange experiences, and develop new ideas for a positive impact together.

The organization is currently active on Instagram and LinkedIn to reach a wider audience and strengthen the exchange of ideas.

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Selecting Members for the Advisory Board and Influencers

When selecting advisory board members, the Conscious Influence Hub placed great emphasis on responsibility, expertise, and commitment. They looked for motivated individuals who serve as role models and want to help shape change—all on a voluntary basis. In addition to professional expertise, it was important that members were familiar with Digital Influence and represented a broad range of perspectives.

The advisory board consists of a diverse group: influencers from the fields of sustainability, LGBTQ+ lifestyles, food, and YouTube trends, as well as representatives from Western Switzerland, different generations, businesses, NGOs, universities, and legal sciences. Anja and Barbara placed special emphasis on diversity.

Anja: "I am incredibly proud that we have brought together so many passionate and dedicated people. Despite their busy schedules, everyone is fully committed to this cause."

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The Importance of Handling Mistakes

When asked whether conflicts could arise among the members, Anja responded:

"I am really excited that more and more people are getting involved and actively participating in discussions. Of course, there is always the possibility of conflicts—people are not machines; they make mistakes. That’s exactly why handling mistakes is a key topic in our Code of Conduct.

The important thing is that we learn from mistakes and continue to grow. No one has to be perfect. Social media is constantly evolving, and we must remain open to adapting and working together on solutions. In the end, we are all human beings with emotions and real stories—that’s what makes our community so valuable."

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A United Force for Positive Change

A core goal of the hub is to raise awareness of the topics covered in the Code of Conduct and to establish the Conscious Community as a powerful voice for positive change. The aim is not only to set a good example but also to take action and bring important social issues into focus.

Moving forward, the organization plans to launch campaigns to address key concerns, such as combating cyberbullying. Its members use their reach to inspire others and make social media a positive space—a place where people can connect, learn from one another, and grow together.