Racial bias is something the retail industry cannot afford to ignore and we are seeing many retail companies taking this issue on.
A comprehensive study conducted by Sephora who are a cosmetic, make-up and skincare company, confirmed that two in every five shoppers
have faced unfair treatment and racial prejudices.
To kick off Pride Month, Sephora decided to celebrate the LGBTQ, Non-Binary and genderfluid people with a video and a beautiful message.
The "Identify as We" campaign is a continuation of Sephora's newly launched 'We Belong To Something Beautiful' company platform and
features influencers such as interdisciplinary artist Fatima Jamal and gender non-conforming model Aaron Philips.
The video is a beautiful ride that follows the cast as they put on makeup, drive, dance, go to the beach and kiss, accompanied by Shirley
Bassey's "This is my life".
Trying to foster a greater sense of belonging within the beauty community, Sephora says on Instagram:
"We're thrilled to share our "Identify as We" campaign, which celebrates the transgender and non-binary community and our long history in
beauty together. As a company, we hold ourselves to a high and public set of standards around creating a welcoming space for every client."
Forbes' data shows consumers want diversity in marketing and will choose brands based upon how diverse and inclusive they are in their marketing. Many brands are still struggling to get this right.
The future of successful marketing will be incorporating diversity, equity and inclusive practices to bring more loyal customers and expose your brand to a much larger market.
Do you need help with the right approach so that you don't alienate your audience? Let's talk.
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're certainly entertaining
On paper, expanding a food brand between the US and Australia looks like a surefire win. Both are wealthy, English-speaking Western nations
with a massive appreciation for burgers, barbecues, and convenient dining.
Yet, the corporate graveyard is filled with cross-continental flops. Most recently, Australian favorite Guzman y Gomez (GYG)
conceded a $13 million operating loss and pulled the pin on its major US expansion plans, while the US chain Carl’s Jr.
plunged into voluntary administration within Australia.
For the last decade, we’ve all been obsessed with ranking #1 or at least the 1st page on Google. We’ve spent countless hours on SEO, backlinks, and keyword density on top of 'paying to play'. But if you’ve noticed the landscape shifting, you’re not imagining it.
We have entered the era of the AI-Answer Engine. When a customer asks a question like "Who is the best local provider for X?" AI platforms
like ChatGPT, Google Gemini, and Perplexity aren't just giving them a list of links.
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