McDonald’s breaks with history to march boldly in support of Black Lives Matter movement

Geoffrey Precourt

McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.

Environmental & social issues
Ethnic & minority groups
Multicultural marketing (US)
Black consumers (US)
Diversity & portrayal in advertising
Restaurants & takeaways
United States
Cultural influences & values
Strategy

Why it matters

Mass-market brands draw their audiences from a wide range of communities, and the need to represent and support these diverse audiences is pressing. Failure to do so has an ethical component, but also could have profound business impacts...

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