WARC Releases Guide to Brand Activism in the Black Lives Matter Era
Guest editor Kai D. Wright, Columbia University Lecturer, Ogilvy Global Consulting Partner, Author and Founder of blacklist 100, comments: “From the streets to boardrooms, Black Lives Matter has unified consumers and employees in fighting racial inequity, demanding more accountability from CEOs, organizations, and brands themselves.
“In the next 30 years, 90% of the US population growth will come from minority audiences, including Black households. This Guide offers research, inspiration, and advice on how to exercise brand accountability. Ultimately, it is a quick-start foundation for ethically activating Black Lives Matter to be relevant among, and resonate with, diverse communities by creating a new growth imperative based on their empowerment.”
Cathy Taylor, US Commissioning Editor, WARC, says: “Research shows consumers are demanding brands respond in ways that go beyond donations. This is not just about changing messaging or momentary gestures, it is about the very core of the business ⧿ addressing challenges and taking the right steps to drive long term positive change.
Paul Coxhill, Managing Director, WARC & Lions Intelligence, added: “WARC is committed to help advance diversity and inclusion in our industry. This Guide, together with our other BLM initiatives, will help brands, agencies, as well as the next generation of marketers, address the challenges and take the right steps to drive long term positive change.”