It surely isn’t news to you that influencer marketing has been criticized for having a diversity problem. As blogger Stephanie Yeboah wrote last year, “by exclusively using white influencers to tout holiday experiences, beauty and skincare products and fashion pieces, the story being told is that these experiences are only available to white people. Only white women use luxury skincare. Only white slim women go on holiday. Only white women wear a certain brand’s fashion pieces. It needs to stop.”
The importance of diversity in influencer marketing goes beyond the avoidance of consumer backlash. At my agency, we advise our clients to make diversity an integral part of their campaign planning, particularly if they’re looking to attract millennials or Gen Z — not because it’s the politically correct thing to do, but because representation tells a more powerful brand story.
What Do We Even Mean By Diversity?
Diversity has become something of a buzzword in recent years, which can create a lot of confusion and bias about what people mean when they say it. For instance, it most definitely doesn’t mean “including a token person of color.” Diversity incorporates all of the elements that make individuals unique from one another, including but