If You Want Your Brand to Be a Friend, You Can’t Walk Away From a Conversation About Race

Recognize there's a responsibility to have a voice

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'Don’t stay quiet because you’re afraid to say something, stay quiet because you don’t have anything to say.' Illustration: Amira Lin; Source: Getty Images

Over the past month, people in this country have finally been having the “hard conversation.” It is a hopeful sign that this is a movement for all, not just for Black, brown and other under represented communities. The reality is that now, more than ever, brands have to a part of the conversation. This is because the movement is being driven by youth culture, social media is their means of communications and brands have injected themselves into social media. And lacking leadership from our government, people are looking to companies to fill that gap.

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@MadAdProf Beth Egan is an associate professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University and is a member of our Adweek Academic Council.