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A one-month approach to Black History Month marketing hasn’t worked out for brands in recent years, as consumers have become more skeptical of brand marketing, especially the overarching promise to follow the 2020 Black Lives Matter movement. .
Shoppers want to reach more and more Black men and women all year round, and marketers are shifting their focus, including keeping up with Gen Z, who is more diverse than previous generations. According to Pew Research in 2019, one in four of him in Gen Z is Hispanic, compared to just 12% of him in Gen X in 1987. According to the report, 14% of Gen Z identify themselves as Black and 6% as Asian.
When asked to comment on how these efforts have impacted its business, the brand did not immediately respond, but has identified growth areas, from content to new partnerships with Black-owned creators. I pointed it out as a way to make it more comprehensive.
Jack Daniels celebrates the third year of its annual Black History Month storytelling campaign, a Black-owned business, where every legacy has a beginning. The campaign will run on the brand’s social and digital channels and the website landing page will be available for him year-round. (Jack Daniels, citing inside figures, says that through the site he has 15,000 visitors, a reach that includes his 5 million on sister site Meta).
Keenan Harris, Director of Multicultural Marketing, Jack Daniels, said: “We know we are a very big brand with a very big voice, and we want to use it for good when it comes to helping and supporting others.”
According to brand consultants and agency executives, this is an exemplary strategy to show how brands can participate in Black History Month year-round.
Ali Fazal, vice president of marketing at influencer marketing platform Grin, said: “They have been long-time allies and advocates of issues facing minorities, moving the narrative forward, being inclusive in their marketing and staffing, and being divisive, even if it alienates some customers. We take a stance on political discourse.”
During the month, IPSY celebrates black people and black history through Glam bags, personalized beauty products worth over $50. February’s box includes Los Angeles-based black artist Dime Jones and black-owned beauty brands like Patrick Starr, Mohart, Pat McGrath, and Fenty Beauty. Because they want brands to invest in black-owned businesses.
Over the last few years, IPSY has focused on the Black and Latino communities and those who identify as LGBTQ+. Tinasim said he plans to invest $30 million in these brands to bring their products into Glam Bag over the next year. IPSY. “We want to make sure they all have a chance to see themselves reflected in our feed, no matter what platform they use.
Meanwhile, streaming services such as SiriusXM and Pandora are running Black History Month programs, highlighting leaders and innovators who have made a significant impact on the movement.
In addition to Black History Month, Sirius XM is furthering its YouTube strategy this year to create content that spans sports, black culture, and pop culture. To show where Gen Z is on the platform, they run his TikTok radio series with special guests from the platform’s top creators. SiriusXM declined to share which TikTok creators will be featured at this time.
SiriusXM Senior Vice President of Brand and Consumer Marketing Kim Wilson said: “We are truly part of the culture.”
The importance of diversity and inclusion in marketing is a way to celebrate diverse audiences and enable more consumers to discover brands aligned with their values. Build better relationships with minority communities to achieve diversity, equity and inclusion. Especially as consumers are becoming more receptive to authentic advertising.
According to Marcus Wesson, Chief Creative Officer of ad agency 9thWonder, the brands whose Black history Month strategy is worth noting are those with a strong cultural focus.
“When it comes time to celebrate Black History Month, it can be full of landmines,” he said.
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