When it comes to creating a more inclusive world for us all, representation is of the utmost importance. And in the shopper marketing space, it’s vital. ​

On April 19, 2023 The Desire Company, a product education company designed to match brands with industry experts, hosted a panel event entitled Diversity in Influencer Marketing: Unleashing the Power of Representation. They invited Arc’s own Nneka Ude, VP of Strategy to join several other panelists to have an open and honest dialogue on how to drive positive, meaningful change within the content creation space. ​

“Promoting diversity within our work is something that must start upstream in the ideation and brief writing stage. We are at a tipping point. In the next 7 years, the majority of the most sought-after consumers, e.g. Gen Z’ers will be BIPOC. Brands can’t afford to exclude diversity and identity in their strategies moving forward,” explains Ude. “At Arc, one of the ways we make commerce irresistible is through content, and that means content that is inclusive of everyone. Anything less is doing a disservice to shoppers, our clients, and ourselves.” ​

Racial pay gaps, tone-deaf messaging, and inherent biases among brands are all examples of obstacles that have led to a significant lack of diversity in the current content creator ecosystem. To combat this, brands and marketers must dedicate themselves to increasing representation, providing fair access to opportunities, and promoting equitable compensation for BIPOC creators. 

You can read more about the event and additional panelists here.