Article
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
Article
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Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
Article
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David Burgos, WARC Best Practice, July 2016
This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.
News
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14/09/2020
National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.
Article
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Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020
National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.
News
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07/09/2020
Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.
Article
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Richard Webber, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 528-537
This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.
Article
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Ayantunji Gbadamosi, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 561-577
Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.
Article
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Shakaila Forbes-Bell, Aurore C Bardey and Patrick Fagan, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 599-614
Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.
Article
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Maria Twena, WARC Exclusive, August 2020
Examines how marketers can reach the bilingual, bicultural English Language First (ELF) Hispanic market in the US.
Article
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Jude Cohen, Jonathan Daly, Kathleen Diamantakis, Charlotte Tansill and Kai D. Wright, WARC Exclusive, August 2020
Report from Ogilvy that provides guidance for marketers on justice and brand accountability in the wake of the Black Lives Matter movement.
News
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12/08/2020
Bevel, a grooming brand made by Walker & Co. to address the personal-care needs of Black men, has built equity with its target audience through a focus on authenticity, passion and purpose.
Opinion
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Jay Richards, August 2020
The advertising industry has the power to influence culture through what it creates, and, says Jay Richards, it also needs to reflect the reality of a world that is 70% non-white.
News
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06/08/2020
McDonald’s, the restaurant chain, has demonstrated its support for the fight against racial injustice, with advertising that focuses on experiences and stories from the Black community and which is not overly branded.
News
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05/08/2020
Publicis Groupe, the agency holding company, is taking a variety of steps to boost representation and inclusivity throughout its organisation having rigorously assessed its performance in this area.
Article
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Geoffrey Precourt, Event Reports, ANAAgile Marketing in the New Normal, July 2020
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.
Article
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David Lansanah, WARC Exclusive, August 2020
As individuals across the world reflect on their own beliefs, actions and privilege, brands too are assessing their role in systemic racial inequality and how to move forward.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020
Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.
News
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29/07/2020
Forty percent of US consumers are more likely to consider doing business with a company that takes a stand against racial injustice, according to a poll by Kantar, the research firm.
Article
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Stephen Whiteside, WARC Exclusive, July 2020
A survey from Kantar, the research firm, discovered that a significant number of consumers are in favor of decisions to retire racist brand assets from their past.
Article
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Kantar, Research on WARC, July 2020
A report from Kantar US that encapsulates data over time regarding social unrest and Black Lives Matter.
News
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27/07/2020
A powerful campaign, entitled, “Fight the Virus. Fight the Bias”, is pushing back against a wave of racially-motivated acts of harassment and aggression suffered by Asian Americans in the wake of the COVID-19 pandemic.
Opinion
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Geoffrey Precourt, July 2020
Asian Americans have witnessed an uptick in racially-motivated animus and aggression since the outbreak of COVID-19.
Article
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Stephen Whiteside, WARC Exclusive, July 2020
“Fight the Virus. Fight the Bias” is a campaign focused on tackling racism against Asian Americans and Pacific Islanders, which increased dramatically following the outbreak of COVID-19.
Opinion
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Parris Francis, July 2020
I'm sure I’m not the only one overwhelmed by the ongoing inequality, injustice and violence facing Black people.
