This document provides 5 tips for antiracist marketers: 1) Avoid racial stereotypes in marketing campaigns; 2) Give proper credit when referencing other cultures; 3) Reimagine organizational culture by addressing issues like microaggressions, language bias, and racist practices/hierarchies; 4) Philanthropy alone is not sufficient and can be tone deaf; money should be used to expand economic opportunities for marginalized groups. 5) Connect with local community groups fighting racism and see how marketing skills can help support their work.

1. 5 Tips For The Antiracist
Marketer

2. Introduction
 The demonstrations following the murder of George
Floyd has brought calls for the abolition of systemic
racial oppression. An Edelman Poll reports that 78% of
consumers desired brands to take a stand against
racism.
 The World Economic Forum listed several reasons why
brands must address racism throughout their
organizations. From facing possible boycotts and
strikes, to slowing production and creativity in the
office, racism can cause all sorts of disruptions to
business.

3. Whatis
antiracism?
 Antiracism is zero tolerance for racism or racial
discrimination.
 Antiracism is the elimination of the gray areas
concerning racism. Not racist is not enough; antiracism
is a call for all to take a stand against racism.
 For further reading: How To Be An Antiracist by Ibram
X. Kendi

4. 1.Avoiding
Racial
Stereotypes
 Racial stereotypes are over-generalized beliefs based
on a particular race of people.
 This may be obvious for some marketers, but it is never
a good idea to use stereotypes in a marketing
campaign.
 Ads that use stereotypes promote divisiveness within
society by demeaning marginalized people.

5. 2.MeanWhat
YouSayAnd
GiveCredit
 Shelina Janmohamed defines cultural appropriation
as, a business taking from a culture and attempting to
pass those elements off as their own without giving
credit to that culture.
 Cultural appropriation can be as obvious as hijacking a
style of music, or as subtle as co-opting a phrase.
 Instead of being a show of solidarity or affinity,
cultural appropriation is performative, self serving
actions that often are used to prove that a business is
not racist.

6. 3.Reimagine
Organizational
Culture
 Though diversity in hiring practices is part of the effort, to change
organizational culture can mean much more than hiring Black
and Brown employees.
 Changing organizational culture can mean to, individually and
personally, understand how racial abuse exists in your
organization in the form of: microaggressions, language bias, and
the harboring of racist ideas and practices.
 Reimagining organizational culture may mean even harder
adjustments, like shifts in workplace hierarchy; eliminating some
positions and adding new ones.
 There are many toolkits and workshops designed to lead
organizations through these changes and conversations; the Times
up Foundation and Work Shouldn’t Suck have put together some
in-depth guides for developing the antiracist workplace.
 Ad Age is hosting a real time blog keeping record of the moves
brands are making towards antiracism if you need ideas.

7. 4.MoneyIsn’t
Alwaysthe
Answer
 Philanthropy can be tone deaf actions that further
expand the economic disparities.
 Black Panther grossed Disney a billion dollars
worldwide. When early sales numbers were being
reported, some Black moviegoers questioned what
Disney was doing with the profits; especially since they
described the marketing of the film as a “cultural
event”; tactics that could be considered stereotypical.
 In response to the criticism Disney donated a million
dollars to STEM programs in Black and Brown
Communities

8. 5.ConnectWith
TheCommunity
 The current protests and demonstrations are giving
rise to new organizations everyday. If the antiracist
marketers are working towards these first four tips,
they may wonder how they can deeper aid the
movement to dismantle systemic opression.
 Many of these groups could use some help in the
marketing department. If your company wants to be an
ally or accomplice, find a local mutual aid group that’s
sharing resources and can point you where you may be
most needed.