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Fmcg & Covid-19 Guest Edited by Kai D. Wright, Lecturer, Columbia University Global Consulting Partner, Ogilvy © Copyright WARC 2020. All rights reserved. WARC GUIDE 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 © Copyright WARC 2020. All rights reserved. WARC GUIDE 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. © Copyright WARC 2020. All rights reserved. WARC GUIDE — 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 © Copyright WARC 2020. All rights reserved. © Copyright WARC 2020. All rights reserved. WARC GUIDE 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. © Copyright WARC 2020. All rights reserved. WARC GUIDE Husani Oakley © Copyright WARC 2020. All rights reserved. WARC GUIDE 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 © Copyright WARC 2020. All rights reserved. WARC GUIDE 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. © Copyright WARC 2020. All rights reserved. WARC GUIDE Americans have grown more empathetic to issues facing the Black community between the deaths of Michael
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