30/05/2021 05:16 PM | Click to read full article
As marketers scramble to have brands connect with and serve Black and brown communities, they first have to acknowledge that colourism not only still exists, but is systemic. We must break through our own collective biases, which inform who we choose to feature and whose stories get told in marketing.
Belief-driven buyers are becoming the new normal; more consumers want their brands to represent their values and be advocates for societal change. Marketers can either risk being left behind or embrace the responsibility to uphold their promises and challenge the industry standards.