How brands can effectively respond to Black Lives Matter

Mark Pinnes and Hiwot Wolde-Senbet

The Black Lives Matter movement began in outrage at the murder of black Americans by uniformed law-enforcement officers and has evolved into a society-wide drive to eliminate racism.

Why it matters

It is an inescapable truth that black people are disadvantaged by society and that as employers, business people and brand owners, we’re a major part of that society.

Takeaways

  • A recent survey by Edelman showed that of all the major forces in the US; government, social institutions and others – consumers trust brands to make the changes in response to BLM more than any other (71%) – and 60% will vote with their feet if bra

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