Burger King’s Machado focusing on walking the walk concerning equality

Fernando Machado, global chief marketing officer at Burger King, believes that brands must “walk the walk” on diversity and inclusion and not rely on advertising to show their values.

Why it matters

Marketers are often eager to make their voice heard when it comes to diversity and inclusion, but this matter needs to be handled with care. Those organizations that cannot match supportive words with practical evidence of their commitment are at risk of significant blowback.


  • Rather than overstate the role marketing can play in tackling social problems, brand custodians may benefit from solving problems in their direct sphere of influence.
  • Humility is an important quality in messaging related to issues of societal importance, and marketers need to hit the right note.
  • One external step that brands can...

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