NEW GEN Z 101: Unlock & Outlast Microtrends

Brands’ support for racial justice has slowed down, but it must be genuine and ongoing. 

Feb 03 2021

Brands’ support for racial justice has slowed down, but it must be genuine and ongoing. After brands faced a reckoning following the Black Lives Matter protests last summer, many responded by posting statements on social media, donating to causes, and pledging to ramp up their diversity and inclusion efforts. But according to Tribe Dynamics, fashion brands mostly stopped talking about racial injustice for the rest of the year, and it’s only because of Black History Month that some brands have returned to talking about race. Based on the top 50 fashion brands, #BlackLivesMatter had earned media value of more than $3 million in June, but it dropped to $380K by July to $77K by October and even lower to $21K in December, while #BLM followed a similar pattern. We’ve warned before about insensitive marketing during Black History Month, and advised brands to embrace diversity all year round, not just for one month. (Glossy)