Traditionally, brands did not respond on political or social issues. But today, after the tragic death of George Floyd revealed the social and racial injustices that exist in societies around the world, consumers are looking to brands for leadership. This is particularly true of Millennials and Gen Z. The ARF’s Knowledge Center has recently done an extensive review of all relevant research and sources concerning best practice in times of social unrest. This report reveals how to formulate a plan of action that will reap positive results, yet stay true to a brand’s historical soul.
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Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis
This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”.
Editor’s Note: The full summary is available to members only.
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We know from prior research that different consumers give different emotional responses to ads that show images of gay men and women. New research shows evidence that political ideology is a key determinant, suggesting that marketers consider geopolitical segmentation and targeting to reduce potential negative outcomes to sales.
At this virtual Salon, Barbara Shipley from AARP and Andrew Delaney from Getty Images discussed their initiative to encourage advertisers to avoid stereotypes in the portrayal of the 50+ population in ads. Tiffanie Papp from P&G/SeeMe Beauty shared why it is important for SeeMe Beauty to create ads that resonate with 50+ consumers.
Editor’s Note: The full summary is available to members only.
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