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The Black Lives Matter movement sparked one of the most impactful zeitgeist shifts for society this past year. Through politics, art, music, spoken word and more, the Black community inspired and demanded change.
Social issues are at the forefront of people’s everyday lives, and brands can no longer shy away or remain silent about these issues. Social movements continue to maintain a crucial role in connecting with consumers. And brands need to continue to stand alongside their consumers in these moments.
But how do Black consumers feel about brands’ activism amid the Black Lives Matter movement? And how can brands get it right as they participate?
Hope persists
Only once you understand your audience, can you begin working to connect with them and tailor your message to be worthy of their attention.
When it comes to the Black community, there is a resilient spirit. Two-thirds of Black listeners are hopeful that the BLM movement’s events will continue to change the future’s shape and drive changes like new legislation and police regulation. This audience continues to take action and support the community by volunteering time in related BLM organizations, signing petitions and shopping from Black-owned businesses.
Brands can take a page from their consumers to recognize what is important to them and their actions to find a road map that will help them navigate these pivotal times in society.
Silence speaks volumes
Ignoring the conversation altogether can have a negative effect on your business. Of Black consumers, 82% take note of brands that do not take active social stances in their messaging and advertising. On the flip side, 70% of Black consumers are more likely to purchase from brands that are not afraid to take a stance on issues or causes they care about.
Being a brand on the side of social progress and change will be supported and remembered.
Use sound to inspire
Audio has always played a crucial role in the Black community, and Black consumers are continuing to turn to sound for inspiration and knowledge. Music undoubtedly influences and inspires, and over half of Black consumers say artists encouraged them to vote, and feel that artists hold a responsibility to address concerns and issues that affect their community.
Black listeners have increased their podcast listening since last spring to stay informed about issues. With podcasts like “Code Switch” and “Still Processing,” Black-hosted podcasts are exploding onto the scene and taking over streaming services, sharing powerful stories and educating listeners of all ethnicities and backgrounds.
Supporting new artists and up-and-coming podcast hosts is a perfect example of how brands can tap into pockets of authentic space and establish a meaningful connection with their Black audience.
Decide what’s important
These topics go beyond HR departments or Black History Month campaigns. It is crucial to listen and learn from these voices to help guide the industry and media. Black consumers are recognizing and aligning themselves with brands that are change agents—and it’s not just a business move; it’s the right thing to do.
It has always been the time, so start now—it’s never too late to take a stand.
