Representation without power is exploitation. And we see it now more than ever.
Let’s just say it out loud: we’re tired of being the poster girls for your “diversity” campaign — and nothing else.
We see your Eid ads with one light-skinned South Asian woman, your campaigns that suddenly care about inclusivity during heritage months, and your curated feed with just enough melanin to feel “safe.”
But here’s the truth: representation isn’t representation when it’s reduced to optics.
It’s not empowerment when it’s extractive.
And it’s not inclusive when the only brown girl in your campaign doesn’t even get a seat at the table — just a spot in your Instagram grid.
🧕🏽 What “Tokenism” Looks Like (In Case You’re Still Not Sure)
Let’s break it down — because this happens everywhere, and it’s getting exhausting.
Tokenism is when:
- You cast a South Asian woman, but everyone behind the camera is white.
- You only reach out to brown creators during Eid, Diwali, or “AAPI Heritage Month.”
- You expect cultural knowledge for free — but won’t pay for cultural consulting.
- You use cultural aesthetics (bindis, chai, dupattas) with no context, credit, or consent.
- You feature one Desi girl to check a box, then disappear until next year.
Let’s be real: that’s not inclusion. That’s performance.
🎤 What We Actually Want: Power, Not Posing
You want to work with South Asian women? Amazing.
But let us bring more than our faces. Let us bring our brains, voices, and full identities.
We don’t just want:
- A single feature
- A one-time collaboration
- A quick shoutout to “amplify brown voices”
We want:
- Creative control
- Strategy roles
- Recurring partnerships
- Culturally competent compensation
In other words: We want the same opportunities and respect white creators and consultants get.
✨ How You Can Do Better (No More Excuses in 2025)
Here’s your to-do list, agencies and brands — no need to thank us:
| ❌ Don’t Do This | ✅ Do This Instead |
|---|---|
| “We want to be more diverse” → token casting | Hire South Asian creatives in strategy, production, writing, and design |
| Feature 1 brown girl once a year | Build ongoing relationships with a variety of South Asian creators |
| Use vague terms like “diverse” or “POC” | Be specific — Tamil, Muslim, Bengali, Sikh, queer, dark-skinned, etc. |
| Take inspiration from South Asian culture | Pay for cultural consulting, credit references, and do real research |
| Ask for free emotional labor | Compensate creators fairly and ethically — no “exposure” offers please |
💬 Final Thought:
Brown girls don’t want your crumbs.
We want equity. Creativity. Ownership. And the same respect you give your mainstream “influencer girlies.”
So the next time you’re planning a campaign and think, “Let’s get some diversity in here,” ask yourself:
- Who’s telling the story?
- Who’s profiting from the culture?
- Who’s really being represented — and who’s just being used?
Dear agencies: stop using token brown girls in your campaigns.
Start building with us, not just around us.
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