In 2025, the creator economy experiences significant challenges, with brands reducing investments in diversity, equity, and inclusivity campaigns, affecting multicultural creators. As brands focus on micro and niche content influencers, lifestyle and mid-sized creators face increased pressures. The TikTok ban prompts creators to develop off-platform businesses, changing their monetization strategies. Despite escalating ad spending, the landscape prioritizes strategic survival over mere virality. This trend is compounded by a backlash against DEI initiatives, which impacts creators from historically marginalized groups, who feel overlooked in brand deals as cultural attention shifts.
Creators of color say they've been overlooked for brand deals for a while as the Black Lives Matter movement of 2020 has fallen out of the cultural zeitgeist.
The creator economy is taking in more ad spend than ever - as U.S. brands are expected to shell out $13.7 billion on influencer marketing by 2027.
The backlash to diversity, equity and inclusion has reached a fever pitch and brands have been quietly pulling out of Black History Month, Pride and other heritage month activations.
Kalen Allen stated that politics plays into daily lives, especially for marginalized individuals, highlighting the increased struggle for Black and queer creators.
#creator-economy #influencer-marketing #diversity-and-inclusion #advertising-trends #micro-influencers
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