HOW DO YOU SOLVE A PROBLEM LIKE... ONLINE ABUSE TOWARDS INFLUENCERS DURING PRIDE?

By: Skylar Jackson, Vice President/Group Director of Content Strategy, Digitas Health

Excerpted from The Drum:

Protecting influencers is about being allies to their cause and community, not just during Pride Month, but year-round. A brand’s sudden shift to a rainbow logo or engagement with an LGBT+ influencer only during June can trigger backlash from all sides. Consumers see through brand attempts to rainbow-wash and regard it as an inauthentic effort at targeting rather than a demonstration of allyship. These influencers tend to bear the brunt of that negativity. To protect them, focus on being authentic to your brand and its support of Pride, and engage influencers who are true to themselves all year long.

See the original post from The Drum and follow our Vice President/Group Director of Content Strategy at Digitas Health on LinkedIn.