GroupM and Mindshare have launched an Inclusive Influencer tool to remove unconscious bias and reimagine beauty standards within creator campaigns.
This Inclusive Influencer filter sits within GroupM’s Influencer AI Planning Tool and can be adopted by all categories enabling brands to deliver more representative campaigns.
The Inclusive Influencer filter prompts inclusion of ethnicity, disability, LGBTQI, First Nations, plus size, body, skin and hair type and more, to broaden representation in creator content. This ensures that creators authentically align with brand values, audience and are brand safe.
Mindshare head of inclusive innovation Sam Turley said the industry needs to recognise the need to move beyond brand safety to prioritise human safety.
“So, working with GroupM, we redesigned our technology to optimise for both client and ethical outcomes," Turley said.
"The solution is a win win: brands that adopt a more inclusive approach see commercial impact across all key brand metrics3 whilst also supporting vital creator communities and fostering diverse representation.”
GroupM creator marketing lead Michaela Tan said the way Influencer Marketing is done is very manual from strategy through to planning and execution, and relies on personal relationships with partners and talent.
"Inclusion should be the default. We knew there was a better way – so we built our technology to enable inclusive sourcing of talent," Tan said.
"This means we can deliver our clients influencer marketing that is inclusive by design, connects authentically with audiences and helps marketers better align their media investment to their brand values and DEI commitments.”
23 local talent agencies and 744 talent have already opted in.
BornBred Talent general manager Stephanie Scicchitano said this simple but impactful use of tech reframes the approach to diversity.
"It removes the bias and will make it so much easier for creators, brands and talent agencies alike to make sure that influencer campaigns are inclusive and represent Australia’s true diversity," Scicchitano said.
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