From sleep training to breastfeeding tips, the billion-dollar world of parenting influencers has been dominated by white moms. Women of color are changing that.
So Gulley, who is Afro Latina, started her own parenting blog and social media accounts. It’s now a source of income for her.
How, for example, could she comb through her son’s thickly-textured hair without triggering his sensory issues? What’s a good sunscreen to use on dark skin that doesn’t leave white residue? Ferguson, a lawyer by training who is now a business owner, founded Blogalicious, an organization and annual conference that helped women of color monetize and grow their blogs, 12 years ago.
But a problem persists. Marketing budgets are much more limited for multicultural targets than for general advertising, Ferguson said. Traditionally, white women have been paid to market to general audiences. That means a white mom could earn much more money marketing to an audience of all ethnicities and races than a woman who markets specifically to, say, Latina moms.
Chiagouris said the parenting influencer world has been dominated by white women because they’ve been the majority in the past, but that he’s increasingly seeing Latinas, Black and Asian American women joining the sphere.
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