“Unprecedented times:” a label the world has become well-acquainted with since the beginning of the COVID-19 pandemic. But over the past several weeks, public outcry over heinous deaths in the Black community has given new meaning to this phrase. From George Floyd, to Breonna Taylor, to Ahmaud Arbery, and more – Black lives lost at the hands of an inherently racist system have awakened America to the reality of its dark past and broken present.
To help brands understand how Americans are responding to current events and what they can do to support the drive for racial equality, we conducted a survey-based study in June 2020. Below are a few high-level insights and implications from this research. An excerpt of the study is available for download to the right.