How to increase diversity – and address pay disparity – in influencer marketing

Stephen Whiteside

Influencers are a central part of the marketing mix for many brands, but creators are not always paid in ways that reflect a commitment to diversity and equality.

Shannae Ingleton Smith has a mission to increase representation in the creator economy.

As the founder of Kensington Grey, she leads a boutique agency in Toronto with a roster of more than 150 diverse influencers spanning various geographies (think Atlanta, Los Angeles and New York), categories (from fashion to travel and skincare), ages (such as Gen Z and Gen X) and points of focus (parenthood, family life and so on).

In pursuing tie-ups on behalf of these digital mavens, she prioritizes criteria from the ethical to the financial. “With our creators, we want to work with brands that they genuinely...

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