Brands’ pullback from diversity and equity marketing has hit marginalized creators directly in the pocketbook, four creators told Digiday.
It’s no secret that the advertising world has moved away from DEI messaging in the wake of the 2024 presidential election. As brands from Target to Harley-Davidson scale back or remove their DEI programs in 2025, they are signing fewer influencer or creator marketing deals that focus on the marginalized identities of creators.
Six months into the year, creators who previously leveraged diversity and equity to build their sponsorship businesses have seen this revenue stream drop off or disappear entirely. Last year, Twitch streamer Alex Norimaki signed 14 brand deals around Black History Month and Women’s History Month; so far this year, she has had one DEI-focused partnership, a Black History Month sponsorship by Twitch.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.