How Unilever’s Influencer Marketing Expansion Benefits Creators of Colour

Unilever’s recent decision to significantly increase its investment in influencer marketing presents a game-changing opportunity for influencers around the world. As outlined in a recent PRWeek article, the consumer goods giant plans to multiply its influencer partnerships by 20 times under the leadership of new CEO Fernando Fernandez. This move is part of Unilever’s broader effort to embrace digital and social-first marketing strategies. While this shift holds promise for the influencer industry as a whole, it carries particular significance for diverse creators who have historically faced barriers to accessing brand partnerships and marketing opportunities.

Increasing Representation and Visibility

For years, influencers of colour have voiced concerns about underrepresentation and unequal pay in brand deals. With Unilever expanding its influencer partnerships on such a large scale, there is a higher likelihood that brands within its umbrella will seek out and collaborate with a more diverse range of content creators. This commitment to influencer marketing can help amplify the voices of underrepresented communities and provide them with the visibility needed to thrive in the digital space.

For example, Unilever brand Dove has long championed diversity in beauty standards through its "Real Beauty" campaign, featuring influencers and models from different racial and ethnic backgrounds. By increasing influencer partnerships, Dove can extend its reach to even more diverse content creators who resonate with their audience. Similarly, SheaMoisture, a Unilever-owned brand, has consistently worked with Black influencers and entrepreneurs to celebrate natural hair and beauty.

Economic Empowerment and Fair Compensation

One of the most pressing issues in the influencer industry is the racial pay gap, where creators of colour—report receiving significantly lower compensation than their white counterparts for similar work. Unilever’s major investment in influencer marketing has the potential to set a new industry standard by ensuring fair and equitable compensation for creators of all backgrounds. As a leading global brand, Unilever has the power to influence best practices across the industry, encouraging other companies to follow suit in prioritising diversity and pay equity.

For instance, influencer Jackie Aina, a vocal advocate for diversity in beauty and fashion, has consistently raised awareness about brand disparities in pay and opportunities for Black creators. Unilever’s move to increase its influencer partnerships could mean more collaborations with influencers like Aina, helping to ensure they receive fair compensation and recognition for their impact.

Authenticity and Cultural Storytelling

Diverse influencers bring unique perspectives and cultural narratives that resonate with specific audiences. By engaging a broader range of influencers, Unilever has the opportunity to create more authentic and culturally relevant marketing campaigns. Consumers today expect brands to reflect the diverse world we live in, and influencers of colour play a crucial role in bridging the gap between brand messaging and real-world experiences. This authenticity can help Unilever build deeper trust with multicultural audiences while also empowering creators to tell their stories in meaningful ways.

A great example of this is Fenty Beauty, which revolutionised the beauty industry by launching a foundation line with 40 diverse shades. Rihanna’s brand prioritised inclusivity from the outset, addressing a long-standing gap in the market for underrepresented skin tones. By collaborating with beauty influencers from different racial and ethnic backgrounds, Fenty Beauty successfully fostered a deep connection with its audience. This level of representation resonated with people who had previously struggled to find makeup that matched their skin tones, setting a new industry standard for inclusivity.

Unilever’s decision to significantly increase its investment in influencer marketing is a pivotal moment for creators of colour. By providing increased representation, fair compensation, and opportunities for authentic storytelling, this initiative has the potential to reshape the influencer landscape for the better. As more brands recognise the value of diverse voices in marketing, the industry as a whole can move toward a more inclusive and equitable future.

With Unilever’s proven history of championing diversity through brands like Dove, SheaMoisture, and Ben & Jerry’s, this new focus on influencer marketing can be a powerful tool for driving positive change and ensuring that creators of colour have the opportunities and recognition they deserve.