4 Tips to Move Brands Away From Monetizing Outrage Over Black Experiences

FEBRUARY 7, 2020

Black creators have been watched, mimicked, repackaged, diluted and presented to American audiences for years and not given due credit.

In the wake of America’s newfound wokeness as it crashes into cancel culture sees public outrage as a form of monetization. But with so much happening in the world, this outrage is temporary. A brief dip in market share by a limited target group that may not even represent active consumers of the brand is often ineffective.

At the end of the day, “All press is good press” has been repackaged as “We’re edgy!” Peta is the latest company to monetize the black experience for its benefit, and I’m wondering why we’re still asking how this keeps happening.

Below are my thoughts on the logic and themes that keep us from being agencies with agency. Perhaps being aware of these ideas will allow us to make changes moving ahead.

Read the full piece on Adweek