Justice and brand accountability

Report from Ogilvy that provides guidance for marketers on justice and brand accountability in the wake of the Black Lives Matter movement.
  • Racial justice demands that the system be radically transformed, and brands are among the “us” that can affect change, using their power, influence and scale to work towards social justice related to racial inequity.
  • While moving the world towards justice is the right thing for brands to do, it is also true that the relationship between brands and consumers has changed over the last few decades, with millennials – and now Gen Z – being particularly interested in values-based purchasing.
  • Brands need to listen externally and internally to determine which priorities matter most to the Black communities in their office...

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