Contrasting views regarding diversity in influencer marketing

According to a survey, fewer than 30% of consumers feel that branded influencer activity reflects diversity, whereas over 60% of those in marketing believe their work meets up to the needs and expectations of DEI (diversity, equality, and inclusion).

Furthermore, only 30% of consumers asked said influencer marketing material reflected those in minority groups. Contradicting the previous statement, almost 70% of marketers say their material accurately represents these groups when compared to conventional brand platforms.

The impact of the Covid 19 pandemic has been significant on the marketing industry, with 70% now saying they would choose influencers for brand collaborations. As a result, the investment into this has taken up a larger portion of their annual marketing budget (according to almost 70% of respondents. The pandemic has also encouraged an increase in the use of e commerce activity.

Juliet Uzor, an influencer from the United Kingdom said: “To improve diversity and inclusion, the changes can only come from brand decision-makers. Members of the public need to be exposed to seeing people from all types of backgrounds, abilities, sizes, and dispositions on their devices so it becomes a norm.”

Managing director of Takumi, Sara Joy Madsen, explained that “In the future, agencies should establish diverse teams, introduce equal and fair pay for Bipoc (black, indigenous and people of colour) influencers and look to improve the profile of creators with disabilities. Diversity and inclusion must be at the heart of any conversation between brands, agencies, and influencers in an authentic way.”

Chief strategy officer at Takumi, Jim Meadows, also noted that “Older generations of social media users are showing a substantial growth in engagement and spending to match younger consumers. However, as it matures, the influencer marketing industry faces challenges to its current growth trajectory. If it can address issues around diversity and inclusion, and trust and transparency, the future looks bright for influencer marketing.”

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