For a long time, the topic of beauty standards or the lack of representation in campaigns and in everything we see has been widely debated, but the big question is understanding whether this is changing. It is proven that many people still do not feel represented by the media, which is no different for creators.
From fourth edition of the survey ‘Creators e Negcios’, carried out by Brunch and YOUPIX, which provides a mapping of who the creators are in Brazil, Felippe Guerra, shared his point of view. Guerra advertising and CEO of BrazilContent and Media hub, focused on communication projects connected to real Brazil.
The research shows that 66% of influencers are white and 69% are women. The group that identifies as LGBTQIAPN+ corresponds to 31% and PCD creators make up 6% among the survey respondents. Furthermore, almost half (49%) are in the state of São Paulo, with the majority (83%) living in capitals or metropolitan regions. Many creators from other regions report difficulties in entering the Southeast market.
Considering that the universe of creators has not been very inclusive, Felippe Guerra believes that in addition to racial representation, there is still a lack of representation of Brazil.
Without this representation in influencers, who, as the word goes, influence people, younger people don’t see themselves or identify themselves, highlights Guerra.
The lack of diversity is reflected in the entire process, especially in its results, depending on how to start a project and who it starts with, nothing will change in this space, making it difficult for the message to reach everyone. According to the CEO of Brasis, Brands are managed by people, who most of the time hire what they know and what they see. Therefore, if we have a white majority in brands, hiring will automatically follow this pattern as well.
“People who are in decision-making places must allow themselves to get to know the new, and in this way understand the possibilities, invest and look differently, generating even more creative solutions”, highlights Guerra.
Who is Felippe Guerra?
Guerra has a lot of experience in the market, he has worked in commercial trade, where he worked at Claro and Tim, and has also worked in the Branding area, where he sought to understand brand standards and the importance of brands. At this stage, he had the opportunity to work at PUMA, where he took care of all merchandising and activations. The executive won his first oil at Cannes, when he worked at adidas, taking care of the brand’s activations.
In one experience, living in Miami, the executive entered an entrepreneurial phase. Thus, he opened a consultancy for Brazilian brands to enter the United States. Furthermore, he exported churros from Brazil to the United States, creating his own brand. Upon returning to Brazil once again, he arrives with a different outlook.
I came back with a much more purposeful look. I needed to live in the United States to become a real lover in Brazil, said Felippe Guerra.
In 2018, he redesigned his consultancy, focusing on helping accelerate businesses for underrepresented groups. After that, he became Marketing Director at Lab Fantasmaan Afro-entrepreneurial organization that was created with the purpose of transforming the reality of society, using art, culture and music as instruments to combat inequalities, where it became more involved with entertainment and content.
He was also one of those responsible for creating ‘Black Advertisers’, which sought to help young people enter the job market, working for big brands and agencies.
In 2022, Brazil emerges as a front for communication, entertainment and media. Focused on how to create audiovisual projects for brands. Currently, Brasis is associated with Pipoca, a Carnival platform, which produces the largest blocks in São Paulo, also with activations in Rio de Janeiro, Salvador and Olinda. From this, ‘Pipoca TV’ was born, and Brasis comes with all the expertise in structuring media and content channels. This year, they broadcast six Carnival events in three different cities and 13 coverages on Kwai and YouTube.
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