P&G Elevates Its Racial Equality Discussion

Jul 28, 2017 5:30 PM ET

Today, consumers increasingly expect companies to address social justice issues, with nearly nine-in-ten (87%) citing racial equality as an issue they would like companies to prioritize. Some companies have tried to shed light on the topic, but with little understanding of the community, their efforts backfired. However, one company with a longstanding history of support for racial equality recently dared to share a bold message.

In 2016 My Black Is Beautiful (MBIB), a multifaceted, African-American community-building platform created by Procter & Gamble (P&G), celebrated 10 successful years of crafting dialogue around black beauty and providing additional lifestyle resources for the African American community. The initiative has, in part, been successful because of P&G’s understanding of the community and willingness to partner with groups like BLACK GIRLS ROCK! for the production of its 2013 documentary, Imagine a Future. Now, the brand is tackling a very serious and timely issue head on with an ad titled “The Talk.”

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