Brands need to speak up and act against the critical racial injustice, demand a majority of consumers in the US.
Systemic racism – especially in the United States, even today, this has been a reality and more critical for the Black Americans. Lately, most consumers are seeking for global businesses and brands to take a stand on summing-up the systemic racism across the world.
This severe issue had gained attention after the brutal killing of George Floyd and fuelled broader debate over racial equality. Many bigger brands have already undertaken their existing logos and marketing messages in the light of widespread protest of “Black Lives Matter”.
According to a recent study by Edelman – nearly 81% of ‘black’ consumers and around 54% of the ‘white’ respondents in the US indicated that brands should speak up against racial injustice. The company conducted an online survey of 2000 consumers in August in its Trust Barometer report.
As a result, marketers will need to work methodically to end this systemic racism, in order to meet consumers’ expectations. Companies are currently trying to be more active and vocal about such pressing social issues.
As per the study, some 44% of respondents said brands had taken real action to end racism. This can be taken as a hint that more businesses should follow public pronouncements towards the elimination of discrimination to improve public opinion.
However, the ongoing economic woes and political discord amid the coronavirus pandemic, marketers are facing different challenges – to address racial injustice and other social issues that audiences have demanded. Nearly 77% of consumers indicated it is highly essential that companies respond to racial biases if they are to keep or earn audiences’ trust.
Even half of the respondents noted that how a company responds to their protests, has a major impact on the likelihood to buy from it. Besides, 37% of people in the US said they would boycott or purchase from a brand, based on its response.
Despite what companies have done against racism, there are significant gaps between consumer expectation and brand performance in different metrics amid various ethnic groups. The “create change” found a 27 points gap, about 25 points gap on “educate and influence”, and 28 points gap found on “get their own House in Order.”
Despite what companies have done against racism, there are significant gaps between consumer expectation and brand performance in different metrics amid various ethnic groups.
Hence, experts suggest brands should incorporate sensible strategies, step by step, to put an end to racism. This includes modification in their marketing tone to avoid racist or stereotypical messages.
Even corporate companies should also implement similar approaches in their business team. Public statements that organizations make about racism must consider activities such as hiring and promoting employees from diverse backgrounds. It will help in achieving social, better representation internally as well as externally! It will also represent to their customers their intention of having a voice against such social issues.