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.
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