What we know about marketing to Black consumers in the US

Looks at what needs to be done in terms of external marketing messages and internal practices to achieve more inclusive marketing and why successfully marketing to Black audiences requires mastering both.

The Black community makes up more than 12% of the US population – or, put another way, comprises 41 million of the more than 330 million people living in the country.

Following the events of 2020 – which put the spotlight on systemic racism and inequality in the US, and re-energized the Black Lives Matter movement – many brands and industry players realized they needed to do more to step up. Many pledged to take more definitive action in terms of changing recruitment practices that under-represented the Black community, and to examine how marketing is planned and executed through...

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