To genuinely reflect and connect with multicultural consumers, brands need to lead by example and take meaningful action.
This week, Collage Group staff came together to discuss the protests against the police brutality, systematic racism, and racial injustice plaguing our nation.
We held an open and honest conversation where our staff and leaders told personal stories echoing the patterns of injustice. Those of us who are Black recounted stories of racism as children, and gave accounts of the tragic and painful experiences that they continue to experience in daily life. All of us shared in the hopelessness and helplessness felt by Black America.
Our hearts ache over the many recent tragedies, from the lynching of Ahmaud Arbery in Atlanta, to the police shooting of Breonna Taylor in Louisville, and to the murder of George Floyd by a police officer.
We’re also reminded of the continued patterns of the less obvious manifestations of racism: a call to police from a white woman in Central Park announcing she was being threatened by “an African-American man,” as well as the disproportionate impact of COVID-19 on people of color.
Enough is enough.
But where do we start to break the cycle? How do we educate, inspire, and enact policies that support equal rights, justice, and humanity? We are starting from the inside. I want to make sure that all Collagers understand the roots of racism and undertake efforts to lead by example.
The findings from our recent survey begins to illustrate the depth of the challenge ahead.
We asked Americans across racial and ethnic groups if they thought racism was a serious problem in the country today. As the chart below shows, less than 40% of white consumers recognize racism as a concern in this country.
The divergence in views may be driven by personal experience and conceptions of racism.
According to Pew Research Center, many white Americans have never been subject to the covert and implicit forms of racism that many people of color experience. Many may have an outdated understanding of racism that fails to recognize the structural issues that have never really been addressed. School-to-prison pipelines, food deserts, mortgage discrimination, and redlining are just some of the institutional factors whose legacies have never been confronted by so many, especially older white Americans.
Overcoming structural racism will require intentional action and concerted effort by all stakeholders in American society. We each have a part to play in ensuring all Americans feel free, safe, and supported.
More than 10 years ago, Collage Group was founded to help leading consumer organizations better serve the diverse cultural fabric of America. In that spirit we are offering the following initiatives to support our members.
- A new survey diving deep into the attitudes and expectations consumers are reporting now with implications for brands and companies.
- Compilation and distillation of authoritative third-party resources on the Black experience of structural racism, provided in the actionable language marketers need.
- A virtual Roundtable with some of our member companies across industries who are directly engaged as individuals and professionals in this crisis, to understand how their companies are mobilizing in response.
- Continue to evolve our thinking about ways to galvanize the Collage membership to act in concert in a transformative initiative.
We are always a phone call away if you are in need of any other support. In these trying times, social and political voids provide an opportunity for brands, companies and their leadership to step in to encourage the change that ensures all Americans experience the liberty, peace, and justice too few can rely on.
Catch Up On These Insights
How Multicultural Consumers Want Brands to Support Change: Consumer Response to Racism & Current Events
Entering the conversation on race can be an intimidating step for your brand, but in this day and age, it’s imperative. Our latest research on current events helps you unpack this topic and provides the guidance you need to take action.
Ongoing protests against racism and police violence in America have refocused Pride Month on its protest roots. Read on to discover how the LGBTQ+ community is engaging in support of #BlackLivesMatter.
How Great Brands Confront Racism and Injustice: Panel Discussion With Leaders from Coca-Cola, Google Pixel & Walt Disney Company
Augmented by early findings from our research into racism in America, our virtual panel discussion with leaders from Coca-Cola, Google Pixel and Walt Disney Company provided powerful new insights into the actions brands need to take now.
American communities are advocating for change in large numbers and with resounding energy. Is your brand ready to take on the change needed to support America’s multicultural consumers?
Our Latinum and GenYZ members often approach us to ask about the terminology used to refer to a few of the segments we cover. Should we say Black or African-American? Are people moving to Latinx and away from Hispanic? Read on for our own view on these issues.