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Guest Edited by Kai D. Wright, Lecturer, Columbia University Global Consulting Partner, Ogilvy

Beginning as a hashtag in 2013, Although three women for racial equity is long overdue. #blacklivesmatter has slowly created the hashtag This Guide helps underscore galvanized consumers #blacklivesmatter in 2013, that diversity, equity, and it wasn’t until 2020 that a tidal inclusion represent business wave of public sentiment, growth opportunities, with 90% media attention, and brand of US population growth in the Consumers want brands to act support evolved the next thirty years coming from against racial injustice in ways movement into global, current minority audiences, that go far beyond donations mainstream, mass including Black households. and social media posts mobilization. From the streets to boardrooms, Black Lives This Guide offers research, Matter has unified consumers inspiration, and advice on and employees in fighting how to exercise brand racial inequity, demanding accountability. Ultimately, For too long, brands have failed more accountability from it is a quick-start foundation for to focus on essential diversity, CEOs, organizations, and ethically activating Black Lives equity and inclusion (DEI) work; brands themselves. Matter to be relevant among, here’s what to do now and resonate with, diverse While the pace of change communities by creating a new during 2020 has been dizzying growth imperative based on – pandemic-induced their empowerment. Marketing and communications e-commerce, work-from- work that recognizes and home, and politics – the time Kai D. Wright, Guest Editor exemplifies diversity resonates © Copyright WARC 2020. All rights reserved. © Copyright WARC 2020. All rights reserved. WARC GUIDE

Kai D. Wright, Guest Editor Lydia Amoah Satyen Dayal Author; Global Consulting The Black Pound Project, Executive Director, Partner, Ogilvy; Lecturer, London EMEA Head of Diversity Columbia University & Inclusion, Edelman

Steve Keller Monique Nelson Jeffrey Bowman Sonic Strategy Director, Chair/CEO, UWG Co-founder/CEO, Reframe Pandora’s Studio Resonate

Felicia Scott Husani Oakley Keith Cartwright Diversity Coach & Consultant Chief Technology Officer, Deutsch President/ Chief Creative Officer, Cartwright

Carol Watson Daren Poole Amiyra Perkins Chief Inclusion Officer, BCW Global Head of Creative, Director of Mindset, WGSN Insights Division, Kantar

© Copyright WARC 2020. All rights reserved. 1: The US is moving toward 3: Addressing racial injustice 6: A brand purpose, alone, a majority-minority culture. is a business imperative. is not enough. It only works Marketers should no longer Especially in younger when brands show true default to White culture. Non- demographics, consumers say commitment and willingness to US marketers should note the they will vote with their wallets change. Visa, Levi’s and P&G call for better representation and voices in terms of what are committing to DEI, Visa is is present in many markets, brands they purchase. reviewing progress every and lessons from the next quarter. wave of brand activism will 4: Brands need to accept be relevant globally. discomfort and be prepared 7: Media budgeting for polarization in addressing overwhelmingly skews 2: Black Lives Matter is racial inequities. Consumers toward the general bigger than messaging, firmly want brands to show population. Brands need to affecting how brands solidarity but are torn as to act on bringing more equity to operate internally and what pace or scale. media investment to counter externally. It’s not just about racial inequity in society. posting a black square in 5: Ads that reflect diversity protest on Instagram. And it’s work. They’re more likely to 8: Consumers prefer not just a multicultural issue; get viewers’ attention and be concrete action, such as it’s a human rights issue. remembered. They show sales community investments and benefits, too. internal diversity.

© Copyright WARC 2020. All rights reserved. 1: Reframe business 3: Build a holistic 5: Find imaginative ways to growth through a majority- DEI ecosystem. Have help support and nurture minority lens. Marketers and employees, and business Black businesses and agencies need teams that partners, do the same work communities. Brands have reflect the society they your brand is doing, and resources beyond mere create messaging for, period. re-evaluate everything, from money, and innovative brand If your brand’s default recruiting to vendor diversity, activism, using all kinds of position is reaching White casting to media investment. brand resources, is welcome. people, or the “general” population, it may be time 4: Determine whether you 6: Publicize your progress. to change. have permission to engage As consumers and employees with a culture of diverse track your DEI progress, 2: Identify internal bias and audiences. Brands need to be open and honest about work to erase it. Bias is often assess whether they can sharing it, warts and all. hidden, but frameworks, provide empathy, earnestness tools – and honesty – and empowerment in engaging can help root it out. with minority communities.

— Demand diverse representation — Develop creative briefing — Encourage brands to at agencies and internal teams processes that embrace sponsor content verticals to reflect the majority-minority expressions of diversity that advance diversity, reality equity, and inclusion — Promote, empower, and — Amplify diverse voices listen to minority voices — Ensure multicultural throughout the creative process on teams as reflections budgets are proportional to from ideation, talent, influencers, of society and culture audience size and category and media spending power — Challenge client — Plan for the long-tail of social assumptions, status quo, — Foster investment in justice, developing programs and the comfort zone for emerging markets of niche to fight racial inequity continually campaigns targeted towards communities the general population — Partner with minority-owned — Create tough standards for media outlets that promote — Move brands from a mindset policing hateful comments socio-economic advancement of storytelling to story- and content and positive imagery of the doing. Black community — Encourage brands to adopt — Encourage community- more diverse creative — Invest in Black communities via based marketing that standards throughout the partnerships, supplier diversity, activates the unique production process recruitment, and beyond culture of groups

The brutal death of George Floyd on May 25, 2020 was a fleeting moment, however tragic, that brought clarity to the Black Lives Matter movement. With Americans, and people throughout the world, in the middle of quarantine, the reality of what happened to Floyd could not be escaped. It rapidly accelerated public sentiment around the need for society – and brands – to address ongoing systemic racism.

Before then, only a handful of brands, such as Nike and Procter & Gamble, had been courageous enough to take a stand. But as consumers, especially young ones, demand change from those in power – including brands – brands will need to find the courage to make change.

Husani Oakley

US Census data best states the business imperative case brands have to authentically, equitably and sustainably connect with minority communities.

In 2014, the US was 62% White; by 2060, that group will make up only 44% of the population.

In 2014, minorities made up 38% of the country, but by 2060 they will firmly be in the majority, at 56%. Note: Percentages may not add to 100.0 due to rounding. Unless otherwise specified, race categories represent race alone. NHPI= Native Hawaiian and other Pacific Islander, AIAN= American Indian and Alaska Native. Minority refers to everyone other than the non-Hispanic White alone population. SOURCE: US Census Bureau, 2014 National Projections

Black Lives Matter means But while Black Lives Matter different things to different has a massive unaided recall, people. While that 92% of the general population, complicates brand according to research from responses, it must be noted. WARC and Wunderman Thompson, it suffers from It began when a Black woman, some blurriness in definition. Alicia Garza, wrote “black Respondents called it a people. I love you. I love us. Our movement (66%), a human right lives matter” as reflection and (38%), a political statement encouragement in a Facebook (35%) and an organization post, upon the acquittal of (34%). George Zimmerman in Trayvon Martin’s death in 2013. Another What’s a bit clearer is that Black woman, Patrisse Cullors, consumers, especially young responded with the hashtag consumers, want brands, “#blacklivesmatter,” and yet companies and their employers another woman, Opal Tometi, to change. What started as a created dedicated social media hashtag in 2013 is now at a accounts to spread the word. point of mass mobilization that The three women are the is impossible to ignore. founders of Black Lives Matter.

Americans have grown more empathetic to issues facing the Black community between the deaths of Michael Brown (2014) and George Floyd (2020).

Harris Poll data across eight measures, including housing, education and wages shows more Americans feel Black people are discriminated against than six years ago.

Other data, from Edelman, shows that though interest in BLM can ebb and flow, incidents of violence against Black people cause it to re- Note: Contrasted with American attitudes immediately following the killing of Michael Brown in Ferguson Mo in 2014 Base: Ages 18+ ignite. SOURCE: Harris Poll COVID-19 Tracker Wave 17, June 18-20, 2020

How does this affect brands? According to Edelman, half the general population sees it as a moral obligation, and while Black people tend to feel somewhat more strongly than other groups, the need resonates strongly across ethnicities.

It also resonates across rationales (and countries). That said, attracting and keeping customers is the least important reason for a brand to take a stand, even as other research says consumers will vote Note: Q3. Why do you believe that brands and companies should publicly speak out against systemic racism and racial injustice following the death of George Floyd and other recent racially motivated attacks on Black people? Pick all that apply. Question asked of those who believe brands should speak out against racism and racial injustice (Q2/1). with their wallets. General population, U.S. and Non-Hispanic White, Black, Latinx and Asian American populations. SOURCE: 2020 Edelman Trust Barometer Special Report: Brands and Racial Justice in America

For some firms, confronting That statement, written racial injustice is new decades before Black Lives territory. Fortunately, there Matter, presages it, and the are a few progressive brands brand’s attention to justice that can provide a roadmap go back through its history. for others to follow. What they share is a strong brand One example: In 2019, it purpose and often a history launched Justice ReMix’d of addressing social issues. ice cream, with proceeds supporting the Advancement Ben & Jerry’s has three Project National Office, a civil intertwining missions – rights group. The brand sees Economic, Social and Product. its role as identifying and Its Social Mission: “To operate amplifying causes. “Ben and the Company in a way that Jerry's are not the experts in actively recognizes the central most of the topics that we role that business plays in support,” explains CEO society by initiating innovative Matthew McCarthy. “We ways to improve the quality of partner with the NGOs who life locally, nationally and really are the experts.” internationally. “ © Copyright WARC 2020. All rights reserved. WARC GUIDE

Keith Cartwright

Addressing racial injustice has facets that touch every aspect of society. Discrimination is everywhere – from “The Look” Black men are often faced with, documented in the Procter & Gamble spot of the same name, to housing and wages.

This chapter is about what consumers expect brands to do in the face of racial injustice. Their demands run the gamut, including investing in Black businesses, standing in solidarity, and using their resources – whether its through content, money or broad reach – to amplify Black voices and messages.

Felicia Scott

Donations are a mainstay of brands’ charitable responses, but this movement is not really about that. It’s about combatting racism systematically, and it shows up in what consumers expect from brands.

They want racial issues addressed externally and internally. Black people feel these sentiments even more deeply, but for all who see a role for brands, solving this problem requires many solutions. Note: B= N= 500 Black/ African American US adults, age 18+, nationally representative. GP= N= 1,006 Gen Pop (including Black) sample US adults, age 18+, nationally representative SOURCE: WARC, Wunderman Thompson of 1006 U.S. adults 18+, from Sept 3 – 9. Sample generously provided by Prodege.

In a society riddled with boycotts and cancel culture, many consumers say they have started or stopped using a brand because of its response to racial injustice. While this is most true of black people, at least a third of those in other groups say they have done so. (The data doesn’t cover whether consumers approved or disapproved of the brand’s stance.)

Consumers are also using their influence to convince others to either stop or start using a brand based on how a brand is reacting. SOURCE: 2020 Edelman Trust Barometer Special Report: The Fight for Racial Justice in America

Procter & Gamble has garnered accolades for advertising including “The Talk,” “The Look” and “The • Ensure the creative • Commit to investing • Study race and racism and Choice” that view the world supply chain fully in Black-owned businesses how it has shaped and through a Black person’s represents people in the media and marketing impacted people – eyes. But its work is of color. supply chain. especially Black comprehensive, and has Americans. • ratcheted up following the Review advertising to • Review content in which • killing of George Floyd. ensure it accurately and advertising appears to Reflect on your own respectfully portrays ensure it accurately and experiences with race and The company has developed Black people – and all respectfully portrays Black equality. a roadmap for racial equality people. people – and all people. focusing on creative, media • Talk through complex and education. problems around race.

SOURCE: Procter & Gamble steps up to tackle systemic racism with marketing action, WARC Events Report, Lions Live, June 2020

Marc Pritchard

Train employees, particularly Focus on recruiting efforts Review media choices and Donate to racial justice groups leaders, on anti-racism and that will result in diverse advertising for their accuracy – or look for organizations that racial equity. teams. and respect in portraying are closely tied to your brand. Black people.

Amplify Black voices using The 15 Percent Pledge asks Look for signs of bias not Provide mentorship, training your platforms, as some retailers to allocate 15% of only internally, but also in and capital to Black people brands and social media shelf space to Black-owned how you cast and create. and Black-owned businesses. influencers have been doing. businesses.

SOURCE: WARC

Even as many consumers reward brands who support solving racial injustice, consumer responses can also be a Rorschach test.

There is clear polarization around how brands are seen as “responding to the current conversations and protests around racial injustice,” according to PSB Insights. Nike, in particular, and the NBA – are tagged as being good or bad, Good Job Bad Job depending on whether Those who support protests and believe Those who do not support the protests and consumers think there is a U.S. has a problem with racism don’t believe U.S. has a police brutality problem racism problem in the US, it’s a reminder that taking a stand has risks. SOURCE: PSB Insights, August 2020

Probably more than any Gino Fisanotte, Nike vp/brand, other American brand, Nike told The New York Times, “We exemplifies the fact that believe Colin is one of the most taking a stand isn’t easy. But inspirational athletes of this in Nike’s case, the backlash generation, who has leveraged is the point. the power of sport to help move the world forward.” Colin Kaepernick, a long-time Nike endorser, was the first NFL Moving the world forward isn’t player to take a knee during the usually a brand KPI, but Nike’s national anthem in protest of steadfastness has changed police brutality against Black minds. As more NFL players people. In standing by him, Nike have become activists, the NFL wasn’t only antagonizing some now fully backs its players. consumers, it was also going up against the NFL, which Nike also And, though Nike suffered a works with. Nike re-upped its short-lived retrenchment in its contract with Kaepernick in stock after the campaign ran, 2018 and has not backed down it has climbed more than 50% from its support. since then.

Polarizing issues are difficult Be earnest: How do you for most brands, and when it demonstrate you’re committed comes to a movement like to the community you want to Black Lives Matter, brands engage with? Can you make may wonder whether they the appropriate time even have permission to commitment to this engage. community?

WARC Guide Guest Editor Kai Deliver empowerment: What D. Wright suggests brands can are the everyday barriers and take a “Culture-Ethics Test,” struggles for this community? focusing on empathy, What would this community earnestness and consider the “good life?” empowerment, to ensure they can equitably engage with the Show empathy: How does this community they are trying to community see the world? reach. Ideally, a team would Who are the voices that the answer all of the following community trusts? questions during the creative briefing or strategy stage: © Copyright WARC 2020. All rights reserved. WARC GUIDE

Now for the hard part: for brands, the most crucial aspect of fighting racial injustice is taking an uncomfortable look at how and whether their organizations truly represent a diverse world.

Most will fall short, because most brands are late to support #blacklivesmatter and affirm solidarity. And, part of the complexity of the issue is that consumers have high expectations for brand accountability.

Some companies have a diverse workforce, but may find that most minority groups are low-level employees. Others may have a workplace rife with unseen and unaddressed bias. Whatever the internal issues, the work still needs to be done, with the ultimate goal for brands being creating marketing and messaging that reflects the world as it actually is.

Monique Nelson

September 2020 data from the 4As underscores that an enormous amount of work needs to be done for marketing to become a diverse industry.

Less than 6% of the industry identifies as Black or African-American, and only 4% are vice president or higher, excluding C-suite roles.

CEO Marla Kaplowitz told Forbes: “I’m just going to go out and say it: the data sucks. … let’s just all recognize that until we acknowledge the problem, we can’t move forward and drive solutions.” SOURCE: 4As, September 2020

As is the case among ad agencies, Black and Hispanic populations are vastly under-represented among marketers.

People who identify as African-Americans or Black make up 7% of the employees at ANA/AIMM member companies, but are 14% of the total population.

Hispanics/Latinos make up 8% of the staff at member companies, but are 18% of the total population.

SOURCE: Association of National Advertisers/Alliance for Inclusive and Multicultural Marketing Diversity Report, November 2019; U.S. Census

Consumers view trust as multi-faceted when it comes to combatting racial injustice.

The majority of consumers see this as moving from inward-looking concerns to outward-looking ones, with strong majorities – regardless of ethnicity – saying brands need to set an example within their own organization, reflect the diversity of the country in their communications, and make products accessible Note: Q4. In general, how important is it to earning or keeping your trust that brands or companies do each of the following in response to systemic racism and racial injustice following the and suitable for all. death of George Floyd and other recent racially motivated attacks on Black people? 6-point scale; code 4, moderately important; codes 5 and 6, very/extremely important. General population, U.S. and Non-Hispanic White, Black, Latinx and Asian American populations. SOURCE: 2020 Edelman Trust Barometer Special Report: Brands and Racial Justice in America

Microaggressions: Everyday Coded Language: AI bias: This happens when an slights, indignities, put-downs Closely related to algorithm is developed on bias and insults often experienced microaggressions, this is the data input, due to errors in the by marginalized groups. use of double meanings and machine learning process. In phrases, such as when a leader the context of hiring, this can How to address: says someone is “too urban” or give a false sense of security Here are ways to examine As offenders often beg “lacks polish” for a more senior that hiring is free from bias. microaggressions, coded ignorance, educate and role. language, and prejudice establish policy, putting the How to address: AI is only as in AI bias, according to onus on the offender instead How to address: Identify and good as its data, so vet and Diversity Coach and of the victim. Provide call out terms and phrases explore it for unconscious bias. Consultant Felicia Scott. employees with accountability used in your organization. There is no substitute for frameworks and pathways for Require users explain their hearing the voices and addressing microaggressions perceptions in a more opinions of diverse people in to foster individual confidence measurable way and require the room when hiring and build trust in the feedback employees can use decisions are being made. organization and HR. to address the perceived development gap.

SOURCE: What companies can do to root out omnipresent, but often invisible, bias, WARC Exclusive, October 2020 WARC GUIDE

One of the first things White executives need to realize is that they may not be seeing what’s going on within their own organizations.

According to The Center for Talent Innovation study “Being Black in Corporate America,” two-thirds of Black people say they need to work harder in their jobs than White people if they want to advance.

That’s a huge issue, but it’s even more problematic – and a red flag in terms of internal bias – that White people just don’t see it. SOURCE: “Being Black in Corporate America”, Center for Talent Innovation, December 2019

Allyship has become enough of a buzzword that it can obscure how helpful it is to have allies in under-represented under-represented a career- diverse candidate positions of power. employees, VP employee levels by development slates for new roles level and above, by 50% in five years program for Visa has a detailed 50% in three years Black talent strategy for addressing racial injustice in the US, Including robust internal goals for providing meaningful opportunities for Black employees. enhanced a dedicated team progress on $10 million in a mentorship and to attract diverse diversity and Visa Black sponsorship talent inclusion Scholars and Jobs programs quarterly Program

SOURCE: How Visa is helping tackle racial injustice with marketing, transparency and powerful conversations, WARC Exclusive, September 2020 WARC GUIDE

Matt Story

Even brands that pride In a blog post revealing those themselves on their statistics, the clothing progressivism often fall manufacturer said: “… short on diversity. Levi’s is a cursory examination reveals being transparent about its a tiered system within our progress, and vows to do company: Black people make better. up only 5% of our corporate staff, and Black representation In the wake of George Floyd’s plummets at each level of our death, Levi’s joined corporate structure.” Black #stophateforprofit and people mostly work in retail, released a statement in distribution centers and support of BLM. It also took a lower-level corporate jobs. close look at its diversity and it revealed an ugly truth: what “Our ultimate goal is for the looked like a representative racial makeup of our US organization on the surface – corporate employees and White (37%), Hispanic or LatinX leadership at least match that (28%), Black (18%) – was of the United States,” the blog actually skewed heavily toward post said. White people. © Copyright WARC 2020. All rights reserved. WARC GUIDE

Husani Oakley

Social media has revealed that communities are rich, alive, dynamic, and thriving all around brands. Strong brands acknowledge and engage their communities, elevating the relationship beyond transactions and media placements. To do that, advertisers and agencies need to internally reflect the world around them.

According to the 2018 US Census, between 2020 and 2050, 90% of the growth in the US will come from three communities: Asian-American, Black/African-American, and Hispanic. As the US moves to a majority-minority culture, brands need to stop defaulting to White – in culture, images and even sound – and dispel stereotypes. Marketing to Black people should cease to be an afterthought.

Carol Watson

A global analysis of over 11,000 ads on Kantar’s Link platform showed ads perform better when they feature people from more diverse backgrounds. It doesn’t matter whether they are in leading or supporting roles.

These ads are more likely to get viewers’ attention and be remembered: they are more enjoyable and involving. This improves potential impact and can have a multiplier effect: they make spend more efficient, improve media ROI, and also show a short-term sales benefit. SOURCE: A global look at racial representation in advertising, WARC Exclusive, October 2020

With so much work to be done familiar, dealing with issues by brands in combatting racial such as unseen bias, portrayals injustice, it’s worth exploring of women in advertising and a whether they can draw on need to train employees about learnings from other these issues. movements, such as actions concerning gender equality. But women are extremely well- represented at all levels of To a degree, they can. But no marketing organizations, and as two movements are alike. we’ve seen earlier, that is not true of Black people. In 2019, Mars set benchmarks around gender representation, The ANA’s 2019 diversity report promising transparency, shows that 64% of employees leadership, training and are female, and there are measurement, some of which slightly more women at senior could apply to racial diversity. levels (52%) than men. The two movements can be compared, Much of the language sounds but not conflated.

Studio Resonate, the audio of narrators in ads made in consultancy for brands at response to COVID-19, even Pandora, has been working to though Black Americans are cross “the sonic color line.” much more likely than Whites to contract the virus. The The phrase, coined by studio has begun to alter its Binghamton University casting practices, addressing professor Jennifer Stoever, the tendency to default to came from research she White voices for general conducted finding a market advertising. hierarchical division between the perceived “whiteness” and The focus has worked: in the “blackness” of sounds. Even first half of 2020, almost 93% voice tech is biased towards of the voices it cast were “hearing” White voices better. White. By September, they accounted for only 38%; 24% As the Studio’s Sonic Strategy were Black, and 38%, LatinX. Director, Steve Keller, has The Studio has also changed pointed out, this is pervasive. its approach to strategy and His analysis showed Black copywriting to focus on voices accounted for just 8% diversity.

Keith Cartwright, who created When in fact all it does is “The Look” for P&G with his remind people of color that partners while at SATURDAY we are a ‘fish out of water’ in MORNING, explains how so-called “White society.” marketers miss the mark when creating advertising, “The Look” is something and its imagery, for Black people of color deal with every audiences. day. We wanted to establish the historical context of what bias “There is a clear omission by looks like from the point of view marketers in how they market of an African American man. to Black audiences. Their approach has been, for years, “Scenes at a lunch counter, to build brands for White a swimming pool and in a people first, and then figure out high-end retailer are familiar how to adapt and talk to other moments from racial clashes markets later. experienced during the Civil Rights Movement. ” “The next misstep, or evolution if you will, was to use casting as a way to say, ‘we see you.’

Between 2020 and 2050, engaging the Black consumer 90% of the growth in the with culturally insightful, US will come from three impactful storytelling that groups: Asian American, demonstrates intention and Black/African- American, and commitment to the consumer Hispanics. Marketers can’t from the brand. “ think of these communities as an afterthought. For this campaign, the brand found a spokeswoman who UWG’s recent campaign for the channeled Black women’s redesigned Ford Explorer is an achievements and aspirations: example of why adapting White adventure journalist Kellee work for Black audiences Edwards, a licensed pilot and doesn’t work. scuba diver.

Monique Nelson, CEO, UWG: The insights-driven approach “Black consumers are a major reaps results. In the last six source of growth in its large years, 29% of Ford’s SUV utility category, so the company customers have been has committed to authentically African-American women.

Netflix is another example of Black shows, such as how building diverse internal “Moesha,” and “Girlfriends.” teams pays off. Its embrace of diversity put it at the Its Strong Black Lead initiative forefront of Black has been part of conversations entertainment. When its about Black culture for some second original series, time, having recreated a 1958 “Orange Is the New Black”, iconic photograph of Black became a hit, it taught the artists with modern Black stars. company the appeal of Its Twitter feed is a fun, Black characters. gossipy look at Black entertainment. In June, it curated 50 shows of all sorts into its Black Lives The Strong Black Legend Matter collection, highlighting podcast, hosted by Buzzfeed’s Black culture at a time of Tracy Clayton, amplifies and heightened interest. In July, it "gives flowers" to the best of announced it would start Black Hollywood. streaming a series of classic

One indicator of how systemic racism plays out in the advertising business is how little media budget is focused on ethnic or multicultural consumers.

Data from PQ Media and AIMM illustrates that although corporate America spends more than $480 billion annually on marketing and comms services, less than 6% of those dollars are attributed to non-White marketing and communications agencies or service providers – even though minority groups make up close to 40% of the population. SOURCE: Will corporate America ever change to reflect the new America?, WARC Exclusive, October 2020; data from PQ Media and AIMM WARC GUIDE

Few missteps carry as much Brands also need to test their outrage as when ads are advertising with diverse insensitive or reinforce racial audiences. Researching stereotypes. The gaffes among a wider group makes it gallery includes Pepsi’s more likely that potential misbegotten commercial alternative interpretations of starring Kendall Jenner that brand narrative and advertising used a protest to sell Pepsi; scenarios are picked up. Dove’s body wash ad that seemed to show a Black But as Kai D. Wright’s “Culture- woman being “cleaned up” Ethics Test” shows, these into a White woman, and actions are ultimately about Gucci’s blackface sweater. empathy, and ensuring your brand teams are immersed One piece of advice from Black enough in a culture to ad executives: when decisions understand it. are made, make sure the right people are in the room, and that they feel empowered to speak up and address issues.

Simply put, the only Bias exists Casting Black talent Never re-appropriate When it comes to way to truly reflect everywhere, especially is not a panacea, a brief for other making decisions, any market you’re in White dominant when it simply puts a markets and adapt it ensure the right trying to reach is to organizations and Black person in a for a Black audience, people are in the build teams that industries, like White person’s or any other group for room, reflecting a accurately reflect it. marketing. Train you world. Don’t cast in that matter. Effective diversity of and your teams to an anti-Black way. work calls for perspectives and see and hear the Never re-appropriate a brief for other insights, not cultures – and make biases that exist in markets and adapt it for a Black audience, stereotypes. sure everyone feels the world, both in or any other group for that matter. Effective empowered to sounds and images. work calls for insights, not stereotypes. speak up.

SOURCE: WARC

As shown in the research in identities, make communities this WARC Guide, consumers, better off, and use brand especially younger ones, say platforms to advance equality. they will vote with their Showing solidarity needs to wallets and voices in terms of span representation and what brands they purchase. investments, so organizations can meet a growth imperative Brands such as Visa, Levi's, built on empathy, earnestness, P&G and Ben & Jerry's are and empowerment. taking steps towards being more diverse, equitable and It is time for brands, agencies, inclusive. And for all brands, and media companies to consumers and employees are combine creativity, data, and reframing the question from “if” technology for social justice. you support #blacklivesmatter The time for racial equality, to “what” you are doing. in marketing – and society – is long overdue. As we move towards a majority-minority nation, it is #LetsGetToWork crucial to respect cultural

Access all of WARC’s content related to Black Lives Matter at this link.

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WARC and Cannes Lions have Read more here. Our Organisation: We are Our Product: We are joined forces with the ANA committed to being an committed to an ongoing Educational Foundation (AEF), Additionally, WARC has anti-racist and inclusive review of the structure, 4A’s Foundation and partnerships with the Black organisation. language and tagging of Advertising Research Cultural Archives and Hidden our product, to accurately Foundation (ARF) in a Figures: A look at Black British Our Team: We are committed represent Black and diverse partnership with the HBCU Marketing & Design. to recruiting and developing communities. Business Deans Roundtable talent from Black and diverse that will support future Black Thanks also to Wunderman backgrounds. Our Market Influence: marketers. Thompson ((Mark Truss, We are committed to Diana Oricco, and E’lana Jordan) Our Content: We are educating and nurturing This initiative will provide and Prodege, which provided committed to building a the marketers of tomorrow students at over 100 Historically the sample and Maddie Brown network of contributors, from Black and diverse Black Colleges and Universities and real-time market research content and insights from backgrounds. (HBCUs) in the United States platform Suzy for partnering Black and other diverse with access to WARC’s digital with WARC on exclusive communities, to be amplified At the behest of the Guest platform, which houses over research for this Guide. on WARC platforms. Editor, WARC has donated 100,000 pieces of content $5,000 to Black Lives Matter focused on marketing in the US. effectiveness.

Guest Editor [email protected]

Kai D. Wright helps executives, celebrities, and founders grow their brands by applying creativity strategically, specializing in the convergence of communication, digital, and culture. Kai has been a lecturer at Columbia University since 2012, and 33 Kingsway 229 West 43rd Street also serves as a global consulting partner at London 7th Floor Ogilvy. His newest book, Follow the Feeling (Wiley, WC2B 6UF New York, NY 10036 2019), reveals branding secrets based on research United Kingdom United States from 1,500 companies from Aldi to Peloton. He has been named to 30 Under 30 list for Forbes and +44 (0)20 7467 8100 +1 212 201 2800 Adweek, and received the highest honors from the [email protected] [email protected] Advertising Research Foundation.

Commissioning Editor, US OUE Downtown 1 Unit 05-08, [email protected] #44-03, 6 Shenton Way 31/F, Garden Square, Singapore 068809 968 West Beijing Road, Cathy Taylor, Commissioning Editor, US, for Jing'an District, Shanghai WARC, was one of the first marketing reporters to +65 3157 6200 cover digital media, editing the digital sections for [email protected] + 8621 6197 8692 both Adweek and Advertising Age. She is also [email protected] founder of the Adweek blog, AdFreak.