According to IZEA Research, content posted by influencers reaches 92% of social media users aged18 to 29. In today's society, social media influencers greatly impact how people perceive themselves and others. The ideals, messages, and beliefs that these content creators post are often passed on to those following them, with 50% of Gen Z and millennials stating that they trust their favorite influencers to give good advice. While this is a great statistic for brands working with such people—leading to consumers trusting their opinion of products and driving sales—the effects can be damaging if and when influencers begin to push harmful messages, whether this be intentional or not. Recently, Unilever surveyed 3,300 Gen Z consumers from the UK, US, and Brazil, revealing that 93% of respondents feel they have seen stereotypes on social media pushed by influencers, brands, and advertisers.

The survey also found that: 

• More than half of respondents feel that stereotypical content leads them to become frustrated (57%), anxious (55%), sad (55%), and angry (52%).
• Anxiety was highest among the LGBTQI+ (68%) and disabled (75%) communities.
• 73% of our respondents said they felt the world was becoming increasingly divided as a result.
• 64% said they felt the online space was unsafe due to exposure to stereotypes.
•  61% said brands and influencers have a responsibility to ensure their branded content is not stereotypical and helps contribute to a safer, more inclusive, and unstereotypical world.

Hoping to eradicate stereotypes across social media, Unilever has created a guide for influencers and brands: 10 Ways to Unstereotype Influencer Brand Content. "We know that social media and influencers are providing a safe and inclusive space for Gen Z consumers, and as brands, we have a huge responsibility to protect this environment and ensure stereotypes are not being portrayed or perpetuated in our own content or influencer brand content," says Aline Santos, Chief Brand Officer and Chief Equity, Diversity and Inclusion Officer at Unilever. "By working with influencers to eradicate stereotypes, not only can we help them stay true to who they are, champion creativity, and achieve our own brand goals, we'll also play an important role in supporting underserved communities and driving equity for all more broadly."

Unilever believes that the most prominent stereotypes across social media relate to gender, race, nationality, age, sexuality, ability, and occupation. The guide touches on 10 different questions influencers should ask themselves before posting to ensure stereotyping does not go under the radar: 

1. Am I aware of the impact that reinforcing stereotypes could have on my followers and community? 
2. Does the way I'm describing or using the brand's product or service in my content play up to/contribute to any common stereotypes?
3. Could my content be perceived by other people to be reinforcing stereotypes about others—their gender, sexual orientation, cultural identity, age, and more?
4. Have I questioned the extent to which my appearance is influenced by, and is contributing to, stereotypical "ideals"? 
5. Am I adjusting/altering my normal appearance to "fit" with my perception of the brand or product? Would l do this for my own content? 
6. Have I considered my influence as a creator with a large following, and how I could use this to promote a positive, inclusive approach when it comes to my specialism?
7. Do I feel that what I'm putting out is an authentic expression of self?
8. Is my content true to my personal experience or perspective? Or am I adopting an identity that isn't really my own? Do I need to acknowledge the origins of this identity? 
9. Does the brand/product align with my values? Am I being authentic, or am I compromising, rather than collaborating? If so, why? 
10. Is the brand perpetuating stereotypes? If so, have I challenged this?

The guide has been created for all influencers, brands, and marketing agencies alike, with Unilever using it to educate current and future partnerships. To help promote the information pack, the business teamed up with influencer Laura Mathias (@relightalopecia), who shares content on Instagram that documents her life with alopecia in a transparent, honest, and educational way. "I'm really encouraged that Unilever is gathering insights from creators, like me, with lived experience of discrimination on set and social media due to our differences and disabilities. Being bald should never have been a barrier to me pursuing dreams of being on camera. And now, years later, with a guide like this, those in positions of influence within the industry will ensure it no longer is," comments Mathias.

The stereotype debunking guide is a follow-on from previous Unilever campaigns, including the complete ban of any digital alternation to change a person's body shape, size, proportion or skin color across all of its brands, which was implemented in 2021. The legislation was made after research found that 71% of those surveyed believe stereotypes in media are harming the younger generation, while one in two people from marginalized communities—including Black, Hispanic, Asian, LGBTQ+ and people with disabilities—feel they have been stereotyped in some way through advertising.

"Society and consumers are telling brands out loud that they are hurting. This is the moment for the industry to show it listens to marginalized voices. Underrepresented people need to not just feel included but be included. This is what will transform the messages we hear, the images we see, the products we use, and how each of these are created," adds Tarana Burke, founder of the #MeToo movement. "The ad world must lend its talents to lead true change in society. It must listen to the people who are leading these lives and these movements, and act on what is heard. When anyone feels represented in the mainstream, it has the power to fulfill the fundamental human need to be heard—one that the industry can actually help deliver on."

With so many consumers now demanding brands actively engage themselves to make a change in society, Unilever's ongoing commitment to ending stereotypes is sure to be accepted with open arms. As the beauty industry continues to move into a space where influencer endorsements play a large part in a brand's image, businesses must follow in the footsteps of Unilever to ensure that partnerships push a positive and uplifting message for all consumers. While the world's stereotyping issue cannot be fixed overnight, with issues in the beauty industry being a reflection of wider societal happenings, such campaigns will progress to make movements in the fight that will hopefully contribute to eventual justice for all.