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Fifty-three percent of consumers say brands that issue statements in support of racial equality need to follow it up with concrete action, according to an Edelman report. The same research found that 42% of consumers have started or stopped using a brand because of its response to protests against systemic racism and racial injustice.

With their most significant stakeholders keeping an eye on them, many brands have maintained their commitment to combat racial injustice. They have also focused on strengthening their relationship with the Black gcash data community by partnering with Black creators and influencers and investing in Black talent to incorporate into their marketing campaigns.

In the process, cultural moments like Black History Month and Juneteenth have become a time of high demand for Black creators. While these celebrations of Black culture are essential, Black creatives are challenging brands to think beyond these moments and collaborate with them year-round. Some brands are leading the charge by creating initiatives and campaigns centered around content creation, storytelling and featuring Black talent.



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