Black Americans don’t always see good intentions in Black History Month promos, per report
A new study from Digital reveals skepticism about marketing efforts to highlight the Black experience.
Black History Month has passed—but brand managers shouldn’t abandon their efforts to celebrate and uplift Black voices.
New data from Digital.com shows that many campaigns tied to Black History Month haven’t made the desired impact, with audiences seeing campaigns as optical illusions intended to create the perception of caring rather than moving the needle.
Of the 1,300 Black Americans surveyed almost half see brand messages for Black History Month as just fulfilling an obligation and 74% say the messages are just to “make more money.”
Large corporations are especially mistrusted when it comes to their messages of support for Black History Month:
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