According to a new report from Amplify and SevenSix Agency, creators are frustrated with tokenism by brands, with genuine inclusion and representation in campaigns more crucial than ever.
The report, ‘A New Era of Brand Partnerships: What does the new creator-brand Value Exchange Look like?’, delves into the creator economy, which, according to Goldman Sachs, could be worth half a trillion dollars by 2027. It also reveals what creators need—and don’t need—from brand partnerships.
On the subject of DE&I, the report suggests that brands must ensure a ‘comprehensive and intersectional approach’ to DE&I, recognising the ‘multifaceted identities and needs of their audience and collaborators.’
The qualitative research involved a roundtable discussion with the 10 creators focused on uncovering what creators really need from their partnerships with brands. In this roundtable, anonymity was key to fostering open discussions, allowing creators to speak freely about industry challenges.
One creator expressed the discomfort of being the only Black creator at an event, an unfortunately common experience amongst creators of colour. They stated, “When I go to events, 9/10 times I am the only Black woman in the room.”
Commenting on the report’s inception, Lara MacAlpine, Partnerships & Talent Lead, Amplify, said: ‘Our roundtable and subsequent report were inspired by a desire to understand the intricacies of the evolving creator/brand value exchange. Knowing what creators value most from brand experiences was our first port of call but we wanted to get as full a picture as possible, gleaning first-hand knowledge from full-time creators so that we could expand on how to best broker mutually beneficial relationships between our clients and influencer partners.‘
The report used qualitative methods to analyse the first-hand experiences of creators in five critical areas: brand experiences, diversity, equity, and inclusion, sustainability, long-term ambassadorship, and content and platform best practices. The findings also revealed that creators highly value long-term relationships with brands, in-person, interactive brand experiences, an understanding of content and platform best practices, and sustainable and intentional gifting.
Charlotte Stavrou, Founder of SevenSix Agency, said: ‘Our recent report and roundtable with Amplify reaffirmed the profound impact creators have on shaping brand experiences. Our report is guiding a refined approach, placing a renewed focus on forging meaningful, long-term collaborations. It serves as a catalyst, steering us towards partnerships that prioritize transparency, flexibility, and a deep understanding of each creator’s unique identity and contribution.‘
Featured image: Provided by Amplify
