Gray said the product is also designed to move creators further upstream in the content creation process. Bud Light’s recent controversies Transgender influencer Dylan Mulvaney posted about the brewer’s products on Instagram.
“[The industry] Keep trying to treat people like media metrics—we can buy a billboard,” Gray said. “Bud Light gets involved because they’re just [tried to buy an audience]rather than sincerely working with creators and causes.
Authenticity is of the essence for celebrities like Tiffany Haddish, founder of entertainment media company Hollywood Unlocked, and Jason Lee, reality TV star and CEO of Hollywood Unlocked. Lee appeared on the Havas panel announcing the product. However, neither is currently directly involved with Welltainment.
“Authenticity matters because you’re not sponsoring an ad; you’re making an ad.” You’re investing in the community,” Lee said in an interview. this point is very important. “
Haddish is opening a grocery store in Los Angeles to serve the black and minority community. The store, which opens in Haddish’s hometown of South Central, will offer financial literacy and cooking classes, in addition to partnering with global farmers and predominantly Black and minority ethnic suppliers to deliver food.
“From my experience as someone who grew up in the foster care system, I didn’t feel like anyone cared about her, and once I learned how money works, once I learned how food works, my perspective on things completely changed. changed,” she said in an interview.
Meanwhile, Lee founded the Hollywood Cares Foundation, which aims to help underserved youth in Stockton, California, with issues such as mental health and financial literacy.