Marketing Examples of Black
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- Black Representation in Advertising
In recent years, there has been a significant push towards increased representation of black individuals in advertising. Brands have recognized the importance of reflecting the diversity of their customer base in their marketing campaigns. Some examples of this include:
- Coca-Cola’s “Pool Boy” commercial, which featured an interracial family, including a black mother and daughter, enjoying a Coke by the pool.
- Nike’s “You Can’t Stop Us” campaign, which featured an array of black athletes and highlighted the struggles and triumphs they faced on their journey to success.
- Apple’s “The Whole Working-from-Home Thing” commercial, which featured a black family making the most out of their time together while working and learning from home.
- Using Black Influencers
Influencer marketing has become a popular trend in recent years, and many brands have been using black influencers to reach new audiences. This approach has proven to be successful, as black influencers have significant followings and are highly respected in their communities. Examples of brands using black influencers include:
- Fenty Beauty, which was launched by Rihanna and features an all-inclusive line of beauty products that cater to a wide range of skin tones. The brand has partnered with many black influencers to promote its products.
- Adidas, which has worked with black influencers such as Pharrell Williams and Beyonce to promote its products and showcase its commitment to diversity and inclusivity.
- Celebrating Black Culture
Many brands have started to celebrate black culture and history through their marketing campaigns. This approach not only shows support for the black community but also helps to raise awareness about important issues. Some examples of brands celebrating black culture include:
- Ben & Jerry’s, which has released several flavors of ice cream that are inspired by black culture and history, such as “Chocolate Fudge Brownie” and “Phish Food”.
- Spotify, which created a playlist called “Black Lives Matter” to honor the Black Lives Matter movement and to showcase black artists and their music.
- Supporting Black-Owned Businesses
Supporting black-owned businesses has become a popular trend in recent years, and many brands have started to incorporate this into their marketing campaigns. This approach not only helps to support small businesses but also helps to promote diversity and inclusivity. Examples of brands supporting black-owned businesses include:
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- Yelp, which has added a feature that allows users to search for black-owned businesses in their area.
- Uber Eats, which has partnered with black-owned restaurants to offer free delivery and promote their businesses.
How Should You Use Black In Marketing?
Using black in marketing can be a powerful way to connect with a diverse audience and promote inclusivity. However, it’s important to use black culture and individuals in a respectful and authentic way. Here are some guidelines for using black in marketing:
- Understand the audience: Before incorporating black culture into marketing, it’s important to understand the target audience and their values. Black culture is diverse and complex, and it’s important to approach it with sensitivity and respect.
- Use diverse representation: Representation matters, and it’s important to show diversity within the black community in marketing campaigns. Use a variety of black individuals in marketing materials, including those from different backgrounds, skin tones, and experiences.
- Avoid stereotypes: Avoid using stereotypes or caricatures of black individuals in marketing materials. Stereotypes can be harmful and offensive, and they can also be ineffective in reaching a diverse audience.
- Showcase diversity and inclusivity: Use marketing materials to showcase the brand’s commitment to diversity and inclusivity. Highlight diversity within the organization and showcase how the brand is working to promote social change.
- Support black-owned businesses: Incorporate support for black-owned businesses into marketing campaigns. This can include partnerships with black-owned businesses, highlighting black-owned businesses in marketing materials, and supporting black-owned businesses through charitable donations.
Using black in marketing can be a powerful way to promote diversity and inclusivity. However, it’s important to approach it in a respectful and authentic way, and to use marketing materials to showcase the brand’s commitment to social change.
There are many successful and influential companies led by Black CEOs.
Here are some examples:
- Merck & Co., Inc.: Ken Frazier is the CEO of Merck & Co., a global pharmaceutical company. Frazier has been with the company for more than 25 years and became CEO in 2011. Under his leadership, Merck has focused on developing life-saving medications and vaccines, including the first COVID-19 vaccine authorized for emergency use in the US.
- Vista Equity Partners: Robert F. Smith is the founder, chairman, and CEO of Vista Equity Partners, a private equity firm that invests in software, data, and technology-enabled companies. Smith is known for his philanthropy and commitment to supporting black-owned businesses and historically black colleges and universities (HBCUs).
- Ariel Investments: Mellody Hobson is the co-CEO and president of Ariel Investments, a Chicago-based investment management firm. Hobson is also a respected financial commentator and advocate for diversity and inclusion in the workplace.
- Starbucks: Rosalind Brewer is the CEO of Starbucks, becoming the first black woman to lead a Fortune 500 company in January 2021. Brewer is focused on promoting diversity and inclusivity within the company and has a strong background in retail and consumer goods.
- TIAA: Thasunda Brown Duckett is the CEO of TIAA, a financial services company that provides retirement, investment, and insurance products. Duckett joined TIAA in 2021 and is focused on promoting financial wellness and empowerment for all individuals.
These are just a few examples of successful Black CEOs who are leading major companies across different industries. Their leadership and success serve as inspiration for future generations and highlight the importance of diversity and inclusion in the business world.
Incorporating black culture and individuals into marketing campaigns is an important step towards diversity and inclusivity. By reflecting the diversity of their customer base, brands can create a stronger connection with their audience and promote social change. The examples mentioned above show that this approach can be highly successful and can help brands to stand out in a crowded marketplace.