Trends Report

The Demand For Racial Equity Is Forcing A Brand Strategy Rethink

August 2nd, 2021
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Nick Monroe, null
Nick Monroe
With contributors:
Keith Johnston , Katy Tynan , Alex Schanne , Anjali Lai , Christine Turley

Summary

In June 2020, 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, by evaluating brand responses to the racial justice movement in the summer of 2020, helps you design brand principles to guide your response to racial justice.

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