How to Elevate Black Culture Rather Than Just Benefitting From It

Too often brands tap in and don’t make an authentic connection

Black consumers are trendsetters and tastemakers for consumers of all races. Their choices create a halo effect on the masses, thanks to their relentless pursuit of innovation and cultural expression. Music is a reliable indicator of this effect, as black artists like Drake, and most recently Lil Nas X, dominated almost every chart in the last decade. They achieved this by winning over black music fans, generating enough buzz to win with the masses.