How consumers are responding as brands drop racist logos and characters

A survey from Kantar, the research firm, discovered that a significant number of consumers are in favor of decisions to retire racist brand assets from their past.

Why it matters

Many brands have perpetuated racist stereotypes with their logos, characters and other similar assets. Addressing that situation is essential to driving social progress, as well as connecting with a large group of consumers who feel offended and excluded by these depictions.


  • A significant number of consumers are offended by logos and characters that are based on caricatures and stereotypes.
  • Historically, many well-known brands have lacked diverse representation within their ranks, meaning they have (knowingly or otherwise) crafted assets that are prejudiced.
  • Brands that stake a stance on racism need to follow it up with hard actions,...
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