Resilient brands don’t react to a crisis, they respond to it: A perspective on racism and the call for equality

David Lansanah

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.

Why it matters

Sitting on the side-lines is no longer an option for brands as movements such as Black Lives Matter gain momentum and consumers demand a response. But to help bring about equality, brands need to be open and willing to change themselves and their beliefs.

Takeaways

  • After overlooking the challenges of their audiences for decades, brands – and the people who run them - need to take the time to educate themselves on the root causes of inequality and find ways to connect.
  • Brands need to amplify existing narratives, instead of moulding them to suit their interests. This...

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