{"id":17102,"date":"2021-09-27T08:00:00","date_gmt":"2021-09-27T15:00:00","guid":{"rendered":"https:\/\/grin.co\/?p=17102"},"modified":"2025-10-03T14:41:28","modified_gmt":"2025-10-03T21:41:28","slug":"influencers-of-color-brands-should-know","status":"publish","type":"post","link":"https:\/\/grin.co\/blog\/influencers-of-color-brands-should-know\/","title":{"rendered":"25 Influencers of Color That Brands Should Know"},"content":{"rendered":"\n\n\n

With more outspoken minority voices and a shifting economy, brands are recognizing the need to honor all members of their audience. Influencers of color are drawing attention to new buying trends as formerly marginalized communities overcome unique life challenges to encourage greater diversity in modern retail marketing.<\/p>\n\n\n\n

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Why is equal representation important?<\/h2>\n\n\n\n

There is great power in marketing and advertising.<\/h3>\n\n\n\n

Marketing is influence, and influence is privilege<\/strong>. When prejudice and apathy are allowed to marginalize entire people groups, those in places of privilege have a responsibility to raise their voices for diversity and inclusion<\/a>.<\/p>\n<\/div>\n\n\n\n

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Image via Larry Brown Sports<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

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Compelling ads and messages linger in the minds of viewers and can impact their decisions beyond that next purchase. Marketers must recognize that their profession has real power to change hearts and minds<\/em><\/strong>. In fact, it can cause millions of people to grow or narrow their perspectives in a surprisingly short amount of time.<\/p>\n\n\n\n

Representation allows people to see themselves as valued and present in media.<\/h3>\n\n\n\n
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\u201cThe majority of consumers (70%) believe it\u2019s important for brands to take a public stand on social and political issues, and 64% of them took an action after seeing an ad they considered to be diverse or inclusive. And marketers recognize they must pivot to align with these shifts. <\/em>Your customers are diverse and your marketing should reflect that by equitably amplifying their voices in the stories you tell<\/em><\/strong>.\u201d <\/em><\/p>\n– <\/em>LinkedIn, 2021<\/em><\/a><\/cite><\/blockquote>\n\n\n\n

Brands that only ever sponsor creators within a particular niche, ethnicity, or region send subtle messages to many of their customers that they are outsiders, and that the brand\u2019s products are not intended for them.<\/p>\n\n\n\n

It\u2019s human nature to want to be included, and ads that showcase diversity make more people feel included and safe. Brands intentionally cater to influential people of color to demonstrate that they welcome everyone who wants to be a customer or brand fan. <\/p>\n\n\n\n

Minority buying power is growing.<\/h3>\n\n\n\n
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\u201cWhen brands neglect or suppress alternative perspectives, then they experience more difficulty when trying to market or improve their products and services. In many cases, non-diverse organizations simply lose traction in their market and struggle consistently to deliver sustainable profits.\u201d <\/em><\/p>\n– GRIN, <\/em>Diversity & Inclusion With Influencer Marketing<\/em><\/a><\/cite><\/blockquote>\n\n\n\n

Not only are North American regions becoming more racially diverse, but the buying power of non-white consumers has grown more in the last 20 years than ever before in history<\/em><\/strong>.<\/p>\n\n\n\n

Experts estimate<\/a> that in 2018, the United States saw nearly $15 trillion of consumer buying power. Of that $15 trillion, $4 trillion belonged to black, Hispanic, Native American, and Asian consumers. <\/p>\n\n\n\n

Additionally, the United States Census Bureau<\/a> predicts that the white American population will only grow 11% by 2060, while African Americans will grow 41%, Asian Americans 101%, and multi-racial Americans 198%.<\/p>\n\n\n\n

In summary, non-white Americans are both increasing in numbers and affluence. And brands must recognize their obligation to reach these customer segments.<\/p>\n\n\n\n

One of the most effective ways to reach more people is to ensure that the influencers you partner with represent all cultures and ethnicities.  <\/em><\/strong>By partnering with influencers of color, you will reach a broader audience authentically.<\/em><\/p>\n\n\n\n

Examples of inclusive marketing – 3 brands who are doing it well<\/h2>\n\n\n\n

1. Cuts Clothing<\/a><\/h3>\n\n\n\n
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A post shared by Cuts (@cuts)<\/a><\/p><\/div><\/blockquote>