Black Lives Marketing

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Black Lives Marketing is a phrase coined by Sabrina Clarke-Okwubanego is her article "Black Lives Marketing is not transformational change". Clarke-Okwubanego discusses how brands and companies are responding to Black Lives Matter with Black Lives Marketing. Clarke-Okwubanego defines Black Lives Marketing as follows:

Black Lives Marketing is when a company or brand uses marketing targeted at black people and allies. The marketing engages in strategies like changing logos, putting black squares on social media, having black people in their advertising or releasing statements. Black Lives Marketing does not commit to racial equity by demonstrable actions. Most significant in Black Lives Marketing is when the brand or company has a record of silence, complacency or obstruction towards the black community.

Black Lives Marketing gives the appearance of understanding, progress and empathy but is not. Black Lives Marketing provides brands or companies initial reputational cover, but as we have seen in the past few weeks technology is being used as a tool of transparency. Therefore brands and companies are being exposed. Black Lives Marketing is low hanging fruit and easy to execute with nominal associated costs.

References

This article "Black Lives Marketing" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Black Lives Marketing. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.

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