Unilever launched at Cannes Lions 2023 an open-source guide for brands and influencers designed to eliminate stereotypes from influencer brand content.
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The “10 Ways to Unstereotype Influencer Brand Content” guidance follows Unilever’s research among 3,000+ Gen Z consumers in Brazil, the UK and the US which highlighted the prevalence of stereotypes in branded influencer content.
93% of respondents said they have seen stereotypes on social media, contributing to the frustration (57%), anxiety (55%), sadness (55%) and anger (52%) they have felt while using social media. 61% said brands and influencers have a responsibility to ensure their branded content is not stereotypical and helps contribute to a safer, more inclusive world.
Created in partnership with influencers, the guide touches on 10 different questions influencers should ask themselves before posting. Unilever plans to include the guidance in all its brand partnership contracts to encourage influencers they work with to evaluate whether their content may include harmful stereotypes and inspire more inclusive thinking.
To help promote the guide, the company teamed up with influencer Laura Mathias who shares content on Instagram that documents her life with alopecia in a transparent, honest and educational way.