POP'N CREATIVE: A BRAND RESPONSE GUIDE TO DISCUSSING RACISM
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Racism in America is an extremely nuanced and multi-layered issue. We wanted to create a directional guide for brands to craft a response that is authentic and supportive of the traumatic events happening in our country right now.
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POP'N CREATIVE: A BRAND RESPONSE GUIDE TO DISCUSSING RACISM
- 2. WHO ARE WE? We are a Multicultural Marketing Agency focused on digital and social content creation and experience design. Led by 2 women with more than 25 years of experience combined, Pop’N Creative was born out of their desire to see brands win at marketing in a multicultural world. ’
- 4. SHOULD BRANDS SPEAK UP? ABSOLUTELY. Show your Black consumers you value their lives, not just the dollars they spend. But let’s face it, this is a tough and sensitive topic and many brands will be scared into silence. Brand voices must unite behind the consumers they serve.
- 5. DOES EQUALITY FIT YOUR BRAND? REMEMBER This is a fight for equality. This is a fight to destroy racism. This is a fight about valuing Black lives and communities. While trying to figure out a thoughtful response to this long-lived injustice called racism, ask yourself: Isn’t equality something every brand can stand behind?
- 6. HOW SHOULD BRANDS RESPOND? Focus your statement on the true issues - a demand for equality, a decision to be anti-racism, and a support for Black people who have historically experienced injustice simply by being Black in America. 1.
- 7. HOW SHOULD BRANDS RESPOND? Let your Black senior leaders shine - we guarantee they’ve been here before and know exactly what to say to inspire hope, give support to help your brand says the right thing. But don’t let the Black leader be the only one. The CEO/President, regardless of race, needs to fortify and publicly support. Disclaimer: This must be authentic. If you don’t have a senior Black leader, use this approach with caution. 2.
- 8. HOW SHOULD BRANDS RESPOND? Quote or re-share your brand’s talent and influencers. We like this less but it’s still a great way to show you care enough to amplify their message and stand with them as they lead the conversation. 3.
- 9. HOW SHOULD BRANDS RESPOND? Contribute to non-profit organizations dedicated to helping eradicate racism or aid those who are protesting it. African Americans want to spend their money and time with brands who genuinely care about them. Brands who speak up authentically during this tough time will see a positive effect. Brands who don’t could be in the hot seat. 4.
- 10. WHO SHOULD I DONATE TO? A few organizations to consider donating to: • NAACP Legal Defense Fund • Black Lives Matter • ACLU Nationwide • Minnesota Freedom Fund • Black Visions Collective • Campaign Zero • National Police Accountability Project
- 12. PELOTON EMAIL MEMO TO CUSTOMERS
- 13. WHAT PELOTON DID RIGHT 1. Sent a timely response. Timing is everything. Silence speaks volumes. 2. Donated significant money to a non-profit dedicated to helping. Money talks. 3. Laid out a plan to ensure racism is not a part of their corporate culture 👏👏 👏 👏👏. 4. Acknowledged what the CEO doesn’t know while making a meaningful effort. 5. Showed that the head of the company is leading this change. Real change comes from the top. PELOTON EMAIL MEMO TO CUSTOMERS
- 15. WHAT REEBOK DID WRONG While posting a strong (and good) statement against racism, Reebok erred by thinking that words alone would show their commitment to how Black lives matter. By not contributing monetarily or outlining any steps of action, they made their brand a target. Black dollars contribute significantly to their profit and Black America wants to see that same commitment returned. REEBOK SOCIAL STATEMENT
- 16. WHAT AWAY LUGGAGE DID RIGHT 1. Called out everyone’s responsibility to the Black community to stop injustice. 2. Acknowledged the names of Black citizens who have recently been killed unjustly due to race. 3. Listed the relevant non-profits to which they are donating. Though they did not specify an amount, which is fine, make sure it’s meaningful. 4. They encouraged others to contribute. 5. The co-founder Jennifer Rubio (@Jennifer on IG) and her partner donated separately and didn’t share this on the @away IG page. It was personal. AWAY SOCIAL STATEMENT
- 17. ’NEED HELP WITH YOUR RESPONSE? LET’S TALK!
- 19. Obsessed with the intersection of pop culture, marketing and technology, Jessica masterfully uses these as platforms to build strong brands. Her experiences span the media industry from TBS & TNT, to Microsoft to TV One. She excels in translating risk-taking ideas into content and marketing strategies that drive results. Jessica Lane Lori Hall With more than 15 years of marketing expertise, Lori has driven major successes in her career. She launched Tyler Perry’s comedies on TBS, developed marketing campaigns that led to the top 3 movies of all time on TV One, created the first viral video campaign for UP TV, which garnered 43 million views across digital and social, and negotiated partnerships with major brands.