As the creator economy continues to thrive, issues of diversity, equity, and inclusion persist within the industry. SevenSix Agency has recently released its 2024 Influencer Pricing Report in an effort to address the pay gap among influencers and promote transparency and equal pay. Founded in 2019, SevenSix Agency aims to ensure that underrepresented voices are heard in advertising and influencer marketing, with a focus on crafting inclusive marketing strategies.
The report provides a detailed analysis of influencer earnings across platforms like TikTok and Instagram, revealing significant pay disparities based on various demographic factors such as ethnicity, age, and disability. Black creators, like Kara Elyse Henderson, often face hurdles in being considered for opportunities and are undervalued when it comes to compensation. One key finding of the report is the stark pay gap based on ethnicity, with white influencers consistently earning the highest fees compared to their Black, South Asian, Southeast Asian, and East Asian counterparts.
Age discrimination is another critical issue highlighted in the report, with influencers over the age of 40 facing marginalization and receiving lower compensation compared to their younger counterparts. On platforms like TikTok, older influencers often feel sidelined, with significant discrepancies in earnings between different age groups. Additionally, influencers with disabilities face challenges in gaining equal opportunities and fair pay, with approximately 30.76% reporting differential treatment based on their condition.
In order to achieve true diversity, equity, and inclusion in the creator economy, brands and agencies must adopt transparent and fair compensation practices. By addressing systemic issues related to ethnicity, age, and disability, the industry can move towards a more just and diverse future where all creators are valued and compensated fairly. Despite ongoing challenges, there is a growing awareness and discussion around these issues, indicating a positive shift towards a more inclusive and equitable landscape for influencers within the creator economy.
