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For CMO Professionals

The Demand For Racial Equity Is Forcing A Brand Strategy Rethink

Vision: The Brand Experience Playbook

August 12, 2020

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This is the Vision report in The Brand Experience Playbook For 2021.

Why Read This Report

In June, protests against police brutality broke out, sparking a sweeping movement and reevaluation of racial justice in the US and elsewhere. Brands, like other institutions, came under scrutiny. Many struggled to respond, while others rose to tell their customers, employees, and partners about plans to address racial justice. This report evaluates brand responses to the racial justice movement in the summer of 2020. Read it to learn from other brands' reactions and to help design brand principles to guide your response to racial justice.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Yes, Your Brand Will Be In The Spotlight
  • Customers And Employees Demand A Response
  • Brands Have Responded In Three Ways
  • Five Principles To Guide Your Brand Response
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