Striving for racial equality: Are you doing enough?

Speaker: Dionne Aiken, Chief Marketing Officer, Kantar Profiles Division

What you’ll learn:

• Consumers’ feelings about how well brands are communicating to them
• How your audiences want to be communicated to and referred to
• The importance of authenticity and why striking the right balance is vital in the purchase decision-making process
• How to get it right with research, both to educate yourself and your industry

The events of 2020 that led to the growth of the Black Lives Matters movement have put a global spotlight on the importance of racial equality and the pressing need to fight racism. They have sparked a global outcry against continued injustices, as well as revitalising the debate on personal and corporate responsibility – all of which needs to be undertaken in a visibly progressive manner that leads to actionable outputs. This in turn has forced businesses and individuals to pause, reflect and consider what measures they need to take.

In this context, Kantar asked Black consumers if brands need to do more research with people of colour to better understand their unique needs. They answered emphatically “yes”.

This webinar explores the findings of the extensive survey carried out by Kantar with over 2,000 respondents across the UK and US to gauge progress and identify opportunities for brands to do better.

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