An unprecedented study carried out by YouPix and 99Jobs, an inclusive recruitment company, showed that the scenario is predominantly formed by young people, Southeast, white, straight and cis
Professionals who work with influencer marketing have a slightly different profile. They are predominantly young, southeastern, white, straight and cis. This is what an unprecedented study carried out by YouPix and 99Jobs, an inclusive recruitment company, points out in February this year.
Focusing on the inclusion of black people in these environments, the survey heard 661 people and presents a selection of those who work in specialized agencies, digital agencies with an area dedicated to influence or directly in brands.
According to the survey, the presence of white people in this market is greater than in the Brazilian population, with 69%. Heteronormativity is another strong trait of professionals in the sector, with more than 97.2%. The professionals are also mostly young – 68.1% are between 26 and 37 years old – and southeastern, with 60.3% in São Paulo.
In addition, black professionals receive the lowest salaries – 34.5% said they earn up to R$3,500.00 – among white people, the percentage is 23.6%. The average salary of the market of influence revealed by the survey is between R$3,501 and R$7,500, with R$38.5% earning between these values.
These are data that, in the opinion of Bia Granja, founder and CCO of YouPix, can have negative impacts at a time when there is so much talk about diversity and inclusion in society and in the day-to-day of companies.
“Although racial and identity agendas are boiling in the market today, in general, the less diverse the professional, the less likely that person is to engage in affirmative policies, such as, for example, understanding and choosing a casting that reflects other types of bodies, races, regions, gender and realities”, he explains.
For the executive, brands need to get out of the discourse and effectively engage in affirmative policies. “Inside, hiring different people, making them have the context and environment to grow and reach leadership positions, pay fair and equal salaries. And, outside, understand that brand money still has a lot of power to reinforce or break stereotypes, where the money is spent and who matters a lot”, he adds.
This inclusion process also involves remuneration. Although the average salary in the market of influence is between R$3,501 and R$7,500 (R$38.5% earn between these values), black professionals receive lower salaries, reflecting the reality of black people in the cut that the study showed, the lowest salaries are paid to this portion of professionals, who have 34.5% earning up to R$3,500.00.
