Blog
THE POWER OF VALUES-DRIVEN MARKETING TO BLACK CONSUMERS
When marketing to Black consumers, it is important to prioritize authentic brand experiences and steer clear from transactional ones. Successful brands build and nurture customer loyalty by developing insights-driven media campaigns and fostering sponsorships that express their shared values to current or prospective customers. But after several challenging years of a global pandemic, socioeconomic shocks and social justice events including the protests surrounding the deaths of George Floyd and Breonna Taylor, have audience values shifted? What must brands do to win the hearts of most Black consumers?
HOW BRANDS CAN HONOR SOLIDARITY AMONG ASIAN, BLACK AND AFRO-ASIAN COMMUNITIES
With Black History Month well underway, we want to explore how the rich history among Asian, Black and Afro-Asian communities has influenced present-day culture and politics and what that means for brands. The history of Afro-Asian solidarity dates back decades and has shaped the way Asian and Black communities interact today. There are significant historical examples of such solidarity, including Asian Americans who were at the forefront of the Civil Rights movement, with advocates such as Grace Lee Boggs and Yumi Kochiyama supporting change in the face of injustice.
HOW TO AUTHENTICALLY INTEGRATE BRAND MESSAGING INTO THE MENTAL HEALTH AND WELLNESS SPACE
Mental health and wellness have become a focal point of conversation in the media since the COVID-19 pandemic. In 2022, brands continued to prioritize wellness in their marketing, and talking about mental health went from being a trending hashtag in May during Mental Health Awareness month to a year-long conversation that has changed the well-being of many Americans.
ENGAGING HBCUS: HOW TO THINK ABOUT YOUR NEXT CAMPAIGN STRATEGY
In 2020, due to the spark ignited by the senseless slayings of George Floyd and Breonna Taylor, we saw global movement towards causes focusing on Black America. One of the main staples in that call-to-action: more support for Historically Black Colleges and Universities (HBCUs). Madison Avenue paid attention and seized the opportunity to show their allegiance to the community. At the very least, brands were aware that HBCUs were and have always been one of the pillars of Black culture and that engaging with this target audience could tap into 1.6 trillion dollars of Black spending power.
HOW BRANDS CAN MAXIMIZE THEIR RELATIONSHIP WITH BLACK WOMEN CREATORS
The power of influencer marketing is on the rise, and the impact and need for Black women creators is undeniable. Their unique ways of storytelling are changing how the world experiences culture, humanity and products across countless industries.