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This report from MAGNA focuses on how advertisers can empower Black audiences — the heaviest consumers of media in most categories — and address continuing problems with representation with key insights to consider, such as:
- Include Black people in all creative – advertising and otherwise – as representation problems persist, because the link between presence and performance is tangible.
- Across video, audio, social, and gaming, Black audiences are both heavy and influential users.
- Black consumers will often go out of their way to support diverse-owned media outlets.
- Work with Black-owned media companies and Black creators to ensure that your brand shows up authentically.
- Use your brand voice in advertising and owned channels to support Black voices and creators online.
- Support Black audiences as they tell their own story of resilience and change.
- Advertisers who embrace inclusivity will likely be rewarded with loyal customers.
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About Collective Intelligence
Collective Intelligence works closely with strategists, planners, creatives, media and engagement professionals, delivering research and thought leadership that helps IPG and its agency partners put creativity and human connections at the center of their work.
