Can Redistributing Ad Spend Fix the Industry's Diversity Problem?

Experts are skeptical of the latest slew of brand promises

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Over the past several weeks, dozens of brands across tech, fast food, retail and CPG have released statements promising to ramp up spending with Black-owned ad agencies and media companies.

A group of 20 brands including Target, L’Oréal U.S., Nestlé and DoorDash pledged through GroupM’s Media Inclusion Initiative that they’d spend at least 2% of their media budgets with Black-owned media. Many brands within that group have made stronger commitments as well. Target, for example, promised to spend at



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This story first appeared in the June 21, 2021, issue of Adweek magazine. Click here to subscribe.