How HBCUs Are Schooling Major Brands in Marketing Deals

Companies are seeking partnerships with historically Black colleges, but they need to commit

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Historically Black colleges and universities have what companies increasingly want. But brands have to put in the work—and show receipts—to get it.

Since the murder of George Floyd by a Minneapolis police officer in May 2020, marketers have been looking for ways to link their clients’ brands with underserved communities and social justice initiatives.

Marketers recognize they need to clearly respond to consumers’ demands for demonstrations of brand purpose, which touches on everything from sustainability to embracing diversity, equity and inclusion.

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