Inclusive influencer marketing: think long-term and apply diversity policies internally to avoid being accused of opportunism

How much work remains to be done to explain to brands and influencer marketing specialists why diverse talent can be a source of inspiration for a broader range of targets?

‍Brands generally know that part of their future lies in these issues. What they don't have are the resources allocated to these changes. 

Societal change is a powerful groundswell that can be difficult to understand, sometimes in the face of a vocal and reactionary minority. So you need resources and perhaps a little courage too.

What advice would you give to brands that want to be more inclusive in their influencer marketing campaigns?

Before communicating on issues of diversity and inclusion, a brand should first think about its own structure. Is the team made up of people who represent society as it evolves?

If it then decides to rethink its communications, it should do so on a long-term basis. Every year, we see brands launching one-shot campaigns on International Women's Rights Day, International Pride Day or International Disability Day. 

How can we avoid being accused of opportunism if these issues are not actually at the heart of a long term strategy? Above all, brands need to be consistent.

What are the particular challenges faced by diverse creators in the context of influencer marketing, which are perhaps less worrying for other creators? (equal pay, hateful or racist comments, gaining visibility, obtaining brand deals, etc.)

In my opinion, the most important issue is that of shared values.

Is the brand I'm working with committed to a genuine process of promoting diversity, or does it see these issues as a trend?

On a different note, some influencers have felt cheated by greenwashing campaigns. The reaction of the community can be harsh and it's the creator who often has the most to lose. Creators must always be careful about who they associate with and why.

Some brands can be affronted when their influencers speak out on issues they see as having a negative impact on their brand; to what extent should diverse creators, whose livelihoods may depend on contracts with brands, speak out — or hold back — on social issues that affect them?

This question highlights a complex dilemma facing many diverse content creators. On the one hand, these creators may feel a responsibility, even a moral obligation, to speak out on social issues that concern them directly. Their voices are often crucial in raising awareness, educating and advancing important causes related to diversity, equity and inclusion.

On the other hand, it is undeniable that there is a risk for these creators when their opinions diverge from the positions or interests of the brands with which they collaborate. The brands may perceive these positions as potentially damaging to their image or business, which could affect the professional relationship and, in some cases, lead to the loss of essential contracts for the creators.

To manage this risk, it can be useful for creators to discuss these issues with partner brands in advance, to ensure that they share similar values or are open to constructive dialogue on these subjects.

How do you see these issues developing over the coming years?

Diversity and inclusion issues will continue to evolve, driven by growing consumer demand for socially committed brands. Influencers from diverse backgrounds will undoubtedly have more opportunities to become opinion leaders, ambassadors of change attracting so-called progressive brands. However, they will have to navigate carefully to avoid allying themselves with those practising ‘tokenism’.