Inclusion and diversity in digital campaigns: much more than a trend
In the world of influencer marketing, every post tells a story. At Keepers, we believe that those stories should represent everyone, not just a select few. That’s why, when we talk about campaigns with purpose, we also talk about real inclusion and diversity, not just as aspirational values, but as a concrete way of working, choosing talent, and building narratives.
Advertising is no longer a monologue. Today, brands must engage in genuine conversations with audiences who are more informed, more demanding, and increasingly attentive to the messages they receive. In this new context, incorporating diversity is not an optional extra, but a fundamental requirement for creating authentic connection.
What do we mean by diversity?
When we talk about diversity, we are not only referring to what is visible (gender, age, ethnicity, body type, disability), but also to what is sometimes invisible: ways of thinking, living and expressing oneself. Inclusion means giving space, voice, and value to all these differences.
In digital campaigns, this translates into very specific decisions:
• What type of influencers do we select?
• What is the tone of the message?
• Which bodies appear and which do not?
• How do we represent gender identity, sexual orientation, cultural traits, or diverse abilities?
True inclusion is expressed honestly, without the need to draw attention to itself. When diversity is part of a campaign’s DNA, it doesn’t need to be disguised: it recognizes difference, embraces it, and gives it space. Because it’s not about ticking boxes, but about empathy, about looking at others and saying: “I see you, and you are part of this story.”
Why is it important to integrate diversity into influencer marketing?
- Because audiences demand it. New generations (especially Gen Z and Alpha) value authenticity, but also representation Failing to reflect the diversity of their lived realities can make a campaign feel irrelevant — or even counterproductive.
- Because brands build culture. The way a brand communicates shapes collective narratives. What values does it promote? What models of beauty or success does it reinforce? Including diverse voices is not just an ethical stance ; it is a way to generate positive and lasting impact.
How we work on inclusion at Keepers
At Keepers, we approach each campaign with a broad, critical, and committed perspective. Our approach is based on three core pillars:
1. Conscious talent selection
We have a diverse ecosystem of profiles: from creators with large communities to micro-influencers with very specific audiences. In each project, we aim to reflect the reality of the audience we want to reach.
This means going beyond superficial metrics: we evaluate the type of content, the values conveyed by each profile, and their ability to communicate in an honest and credible way.
2. Purposeful narratives
Representation is not just about who appears, but how they appear. We work on briefings together with brands and influencers to ensure that campaigns avoid stereotypes, clichés and rempty messages.
An example of this is the #LOQUENOSEDICE project, a campaign that focused on mental health and the visibility of complex emotions on social media, through creators who spoke with sincerity, empathy, and without unnecessary filters.
3. Listening and constant review
Inclusion isn’t a fixed destination; it’s an ongoing process. That’s why we analyse audience feedback, track how cultural references evolve and remain open to revisiting our approach and learning from our own mistakes.
What can a brand do to advance digital inclusion?
If your brand wants to communicate with purpose, here are a few key points based on our experience:
- Question your assumptions when defining your target audience. Who are you including… and who are you excluding?
- Prioritise authenticity over numbers. An influencer with 10,000 followers can have more impact than one with 100,000 if their community feels represented and heard.
- Review the formats: not everything has to be vertical video with a humorous tone. What about audio? Testimonials? Content in sign language?
- Make space for new voices. Don’t limit yourself to influencers who are a “perfect fit” for your brand style. Sometimes it’s the disruptive voices that leave the strongest impression.
Conclusion: representation is not enough, inclusion is essential
At Keepers, we believe that brands today have the opportunity and the responsibility to be agents of change. It is not about dressing up campaigns with superficial diversity, but about building inclusion into the process from the very beginning, with an ethical and strategic mindset.
Because communication isn’t just about selling: it’s about building bridges, opening conversations, and creating role models. And the more diverse those role models are, the closer we’ll be to connecting with a plural, complex, and, above all, human reality.
