Pinterest is broadening the scope of its creator support initiatives by transforming its Creator Inclusion Fund into the Pinterest Inclusion Fund, a move designed to incorporate small business owners from underrepresented communities into its growing ecosystem.
Pinterest has collaborated with Shopify’s Build Black and Build Native programs to enable small business owners from underrepresented backgrounds, or those serving such communities, to apply for the Creator Inclusion Fund. Previously, only traditional content creators could apply. This marks a shift in the fund’s focus, as Pinterest gradually shifts its attention from traditional creators to creative entrepreneurs.
Launched on Wednesday, May 29 in the U.S. and Canada with plans to expand to Brazil, India, France, and Argentina, the new six-week accelerator program iteration offers participants significant resources.
These include the integration of Shopify accounts with Pinterest, educational workshops, mentorship, monetary stipends, and subscriptions to essential workplace software as a service (SaaS) tools. The initiative is aimed at leveraging Pinterest’s unique visual discovery platform to help these founders enhance their brand visibility and business growth on a global scale.
The Inclusion Fund, initially started in 2021, was created to increase opportunities for creators often marginalized in the digital space, such as members of the LGBTQ+ community, individuals with disabilities, plus-sized individuals, and BIPOC.
The company has invested over $3.3 million in the accelerator program, benefiting more than 150 participants globally. This dedication to diversity is underscored by the continued quarterly investments into the fund, now focusing on an international cohort each term.
Pinterest’s approach not only facilitates the growth of underrepresented founders but also allows traditional creators who are small business merchants or represented by boutique agencies to participate in the program.
Pinterest is expanding its Inclusion Fund at a time when companies are reevaluating their dedication to diversity, equity, and inclusion, following a scaling back of efforts initiated after George Floyd’s murder in 2022. In the aftermath, some companies faced legal action and had to pause their inclusion initiatives. Nevertheless, Pinterest appears undeterred by these challenges.
According to Zeny Shifferaw, Pinterest’s global inclusion content partnership lead, the initiative is “uniquely designed to increase pathways of success for content producers who’ve been disproportionately underrepresented,” ensuring the diversity of Pinterest users is mirrored in the content they interact with on the platform.
For those interested, applications for the Pinterest Inclusion Fund are currently open, offering a new avenue for underrepresented entrepreneurs to propel their businesses forward using Pinterest’s vast network and resources.
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Featured Image courtesy of Laura D Vargas on Unsplash