Since the summer of 2022, various sectors, including brands and the federal government, are dismantling or retooling Diversity, Equity, and Inclusion (DEI) initiatives originally fostered after George Floyd’s murder. This shift is causing challenges for multicultural agencies and Black-owned media, as they feel the increasing divisions in how, and if, DEI should impact business alignments and consumer relationships. Kirk McDonald, CEO of Sundial Media Group, discusses the importance of acknowledging the evolving 'general market' with diverse identities that demand meaningful engagement from brands to secure their loyalty and dollars.
The 'diversity' portion of diversity, equity and inclusion has become divisive, impacting multicultural marketing agencies, Black-owned brands and diverse publications.
Brands today must recognize that the new general market is not the old market; it consists of varied communities with complex identities.
The current pushback against DEI initiatives reflects a broader rethinking of how brands engage with diverse audiences and how those audiences define themselves.
McDonald emphasized that brands need to earn trust and relate to consumers authentically if they want to maintain their market share.
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