Pierre-Loïc Assayag | Source | CEO and Co-Founder at Traackr

“While overall marketing budgets may decrease in 2023 with a looming recession, brands will actually increase spending in influencer marketing. What we already experienced during the pandemic – when resources were scarce but the ROI on influencer marketing was stronger than traditional digital media – will be further cemented by a recession. Brands have the proof points they need to move budget to influencer marketing as a more effective and accessible means of communication with consumers.”

This data is a wake-up call for brands that if you start and stop at ‘gender neutrality’, you’re not doing enough. The gender neutral position is... a superficial baseline that enables brands to start talking about gender issues. The expectation from the consumer has grown in a way that is not linear in the past 12 months.