Quoted in Adweek: Kelly Dye on Influencers Navigating Identity Politics
The following summarizes a byline by Kelly Dye, VP of Influencer Strategy at New Engen, published in Adweek.
SEATTLE, WA – As cultural divides deepen and brand expectations tighten, Kelly Dye is sounding the alarm on a growing tension in the creator economy: the demand for influence without identity.
In her latest piece for Adweek, Kelly challenges the marketing industry to reconcile its desire for “authentic” creators with its discomfort around real human complexity. Her perspective is a call for courageous, values-driven partnerships that honor both individuality and impact.
Key Takeaways from the Article:
The high cost of silence. Kelly explores how influencers are increasingly navigating backlash whether they speak up or stay quiet—highlighting how public expectations and brand safety concerns often conflict.
The complexity of authenticity. The article examines how brands' desire for “real” creators often clashes with content guidelines that discourage personal expression, raising questions about what authenticity really means in influencer marketing.
When identity becomes a brand risk. Kelly unpacks how personal beliefs and everyday choices have become politicized, complicating how influencers present themselves—and how brands choose to engage.
Clarity over consensus. Through brand examples, Kelly illustrates how some companies have leaned into defined values—even polarizing ones—to build stronger consumer loyalty, suggesting this may be a strategic path forward.
Creating space for nuance. The piece calls attention to the tension between creator individuality and brand expectations, and considers how the industry might evolve to support more inclusive, values-aligned partnerships.
Read the full article, “In a Divided America, Influencers Are Asked to Fill an Impossible Role,” on Adweek.
