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How to Authentically Integrate Brand Messaging into the Mental Health and Wellness Space


Mental health and wellness have become a focal point of conversation in the media since the COVID-19 pandemic. In 2022, brands continued to prioritize wellness in their marketing, and talking about mental health went from being a trending hashtag in May during Mental Health Awareness month to a year-long conversation that has changed the well-being of many Americans.  Additionally, in the last two years, the wellness market has boomed and is now estimated at more than $1.5 trillion, with annual growth of 5-to-10 percent. Products from at-home fitness technology to meditation apps to workout apparel are selling faster than some…

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The Power of Values-Driven Marketing to Black Consumers


When marketing to Black consumers, it is important to prioritize authentic brand experiences and steer clear from transactional ones. Successful brands build and nurture customer loyalty by developing insights-driven media campaigns and fostering sponsorships that express their shared values to current or prospective customers.  But after several challenging years of a global pandemic, socioeconomic shocks and social justice events including the protests surrounding the deaths of George Floyd and Breonna Taylor, have audience values shifted? What must brands do to win the hearts of most Black consumers? To help marketers create deeper and more rewarding connections with Black consumers, we’re…

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Engaging HBCUs: How to Think About Your Next Campaign Strategy


In 2020, due to the spark ignited by the senseless slayings of George Floyd and Breonna Taylor, we saw global movement towards causes focusing on Black America. One of the main staples in that call-to-action: more support for Historically Black Colleges and Universities (HBCUs). Madison Avenue paid attention and seized the opportunity to show their allegiance to the community. At the very least, brands were aware that HBCUs were and have always been one of the pillars of Black culture and that engaging with this target audience could tap into 1.6 trillion dollars of Black spending power.  HBCUs = The…

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How Brands Can Maximize Their Relationship with Black Women Creators


The power of influencer marketing is on the rise, and the impact and need for Black women creators is undeniable. Their unique ways of storytelling are changing how the world experiences culture, humanity and products across countless industries.   Multicultural creators provide guidance and direction for influencers across the board, but it is Black women creators who are changing the prism of social media marketing. Ultimately, they help companies by driving purchasing decisions among women of color by being strategic in showcasing how brands are relatable and beneficial to their community. From Do-it-Yourself videos to long-form lifestyle content, their unique…

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Honoring Juneteenth in Marketing

For marketers, the commemoration of Juneteenth should not be approached as just another opportunity to push products to Black Americans. In actuality, it should be used as an opportunity for brands to learn and engage with their Black consumers who have supported them for years. It’s an opportunity for brands to address and learn more about issues of inequality and exclusion, so when they do begin to build messaging around events like Juneteenth, it’s aligned and authentic. Why is Juneteenth So Important? The Black Lives Matter movement re-emerged in 2020 as a social justice force with immense transformational power, thus…

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