POP’N CREATIVE’S BRAND RESPONSE GUIDE TO DISCUSSING RACISM

“Show your Black consumers you value their lives, not just the dollars they spend.”

An international pandemic collided with the back-to-back killings of several unarmed Black Americans at the hands of the police. As a result, America and its most beloved brands couldn’t shy away from the bold displays of racism, the passionate protests and the subtle microaggressions people of color endure day to day.

But should brands speak up or remain silent? If they speak, what should they say? And finally, are words enough?

Racism in America is an extremely nuanced and multi-layered issue. So we created a directional guide for brands to help them craft a response that is authentic and supportive of the traumatic events happening in our country right now.

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