Why DE&I matters in influencer marketing more than ever.
At JDS projects my goal is to empower diverse women of color influencers by helping them secure intentional, purpose-driven brand partnerships.
With over 9+ years of experience in the brand marketing world, I understand brands and I understand the challenges women of color face, as an Asian American woman. So I feel it is important to be the connector between the two.
What is all this talk about diversity, equity, and inclusion “DE&I” nowadays? How are brands making sure they show up authentically and practicing what they preach?
Good to know facts:
Influencer marketing is projected to be a 15 billion dollar business by 2022
83% of influencers are women, and a very small percentage are women of color
Women of color have shown to have a significant impact on purchase influence within their communities, but still, get paid less than their white counterparts
82% of people are more likely to trust the recommendation of Micro-influencers (Our sweet spot)
Studies have shown that not only do consumers care about diversity, but believe it’s essential to create relatable and relevant marketing campaigns. When brands don’t show up authentically, consumers will call a brand’s bluff out right away and that will affect a brand’s bottom line. No one wants to be on the “cancel culture” list. Too much I’ve seen brands talk about diversity, equity, and inclusion in the public eye but when it comes to internal practices it’s quite the opposite. Women of color influencers tend to get low-balled on paid partnership deals, we need to change that. It’s not just paying women what they deserve, but what is owed to them to the value they deliver. DEI is not just a buzzword, it’s key to better business results.
