Category: In the News

Brands’ pullback from diversity and equity marketing has hit marginalized creators directly in the pocketbook, four creators told Digiday.

It’s no secret that the advertising world has moved away from DEI messaging in the wake of the 2024 presidential election. As brands from Target to Harley-Davidson scale back or remove their DEI programs in 2025, they are signing fewer influencer or creator marketing deals that focus on the marginalized identities of creators.

Six months into the year, creators who previously leveraged diversity and equity to build their sponsorship businesses have seen this revenue stream drop off or disappear entirely. Last year, Twitch streamer Alex Norimaki signed 14 brand deals around Black History Month and Women’s History Month; so far this year, she has had one DEI-focused partnership, a Black History Month sponsorship by Twitch.

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Connected TV may be the future of TV, but its primary ad product is pretty traditional: 15- and 30-second mid-roll spots that would look right at home on TV screens topped with rabbit-ear antennae. But that is changing — and needs to.

“What people aren’t doing is understanding the rules of engagement of every platform and developing agnostic to the platform based upon what the user or consumer tells you to do. So there’s probably no better way to describe it, but inherent laziness built in there,” said Albert Thompson, head of digital innovation at Walton Isaacson. He was speaking during a live recording of the Digiday Podcast hosted during Digiday’s CTV Advertising Strategies event, which was held on July 15 in New York City.

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