How brands should address social issues that matter to Black Americans

Developing strategies to navigate cultural and social issues is an increasingly important tool in a marketer’s playbook, especially as brands seek connections with Black audiences. This summer, the International Olympic Committee’s ban on self-expression, including clothing bearing the Black Lives Matter phrase, created an impactful and ultimately damaging backlash with Black audiences. Black Americans determined they had been slighted and, as result, Black viewership of the Olympics