Humana LT works to promote sustainable fashion. Through a proactive social media account @HumanaLithuania, it regularly showcases selected pieces for each season to encourage social media users to think about how to incorporate second-hand fashion pieces into their everyday style. From time to time, also offers consumers significant discounts of up to 70% thereby increasing access to affordable and high-quality fashion choices. Humana has implemented six key strategies to promote circularity in the textile industry:

• HUMANA HERO Influencer Campaign: Monthly professional video series featuring musicians, artists, and creators who share sustainability values. These artistic collaborations communicate sustainability messages while positioning secondhand fashion as creative and inspiring rather than guilt-driven.
• Celebrity Collaborations: High-profile artists and celebrities partner with Humana for styling and performances, breaking stereotypes about secondhand fashion and positioning it as trendy and aspirational. These partnerships significantly boost visibility and follower growth.
• #ThrowbackThursdays Campaign: User-generated content initiative where followers tag Humana in outfit photos for weekly features. This evolved into a community-building tool where customers connect over shared style and sustainability values.
• Community Engagement: Active engagement through likes and comments on tagged posts, creating personal connections that strengthen community ties and make customers feel valued.
• Live Streams: Regular interviews with sustainability practitioners, co-streamed on both accounts to expand reach and attract new audiences aligned with Humana's values. Here is an example.
• In-Store Customer Features: On-location videos capturing real customers sharing stories about their favorite Humana pieces, often achieving 50K+ views through organic sharing across personal networks.