brand communication Archives

by DAVID CROCKETT, University of Illinois, Chicago https://vimeo.com/815388024 Markets are key spaces where racism is practiced and experienced. In this lightning talk, David Crockett suggests a framework we can use to evaluate corporate and community projects that attempt to intervene in racist market dynamics. The talk is based on Crockett's research article Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach, Journal of Consumer Research, Volume 49, Issue 1, June 2022, Pages 1–24, https://doi.org/10.1093/jcr/ucab050 David Crockett is Professor of Marketing at the University of Illinois, Chicago. His primary research interest is in sociological aspects of consumer behavior, particularly the consequences of social inequality. He investigates the creation, manifestation, and resolution of class and racial inequality in the marketplace, and explore public policy initiatives designed to alleviate inequality. Professor Crockett's research has appeared in the Journal of Consumer Research,...

STEPHANIE BARRETT Quantum Consumer Solutions SIDDHARTH KANORIA Quantum Consumer Solutions Equality, inclusion, and representation are increasingly acknowledged as core tenets of prosperous countries, cities, and organizations. We know that equality is essential, and we also know equality must be enacted on all fronts. Brands and other social organizations are increasingly recognizing their role as social stakeholders, committed to building a society in which both people and their businesses can thrive in the long-term. Quantum Consumer Solutions and Unilever have partnered on this program of four projects to understand and reduce stereotypes and improve representation. We used a mixed-methods approach, including semiotics, qualitative research, expert interviews, springboards, and internal organizational change to improve inclusivity in communications, pack, and products. Readers can expect to learn why we recommend an ‘inside-out’ approach that combines organizational change with external initiatives, why we need to approach...