Still, NBCUniversal’s talent is discerning about what partnerships they take, said Rogers, Yang, and Gay.

For example, Rogers and Yang always do their research to make sure they align with the brands they partner with and that they don’t do anything that could potentially harm their community, such as donating to political candidates.

And for Gay, it’s important to work with brands that fans know she already likes.

“They know and recognize the things that you love,” said Gay. “That connection makes me want to be more accountable, sharper, self-aware, and accessible … that plays into what brands you represent and the companies you want to partner with.”