Brands Need to Collaborate With Black Creators and Consumers

This means putting African-Americans in ads the same way you’d feature a white actor

Wiz Khalifa stars in an Oreo advertisement
Oreo is one example of a brand using black actors in a natural way, the same way they would with white actors. Oreo

African-Americans greatly influence the consumer landscape, from fashion to travel to music. As an incredibly diverse consumer group, we don’t fit into a single multicultural segment, instead spanning every demographic and sociographic. And in the last decade, we’ve evolved dramatically from being passive consumers to active participants in shaping the direction and purpose of brands.

Carl Agers is svp, marketing services at Hero Digital.