![]() Create Awareness of and Education About ColorismĬolorism - which upholds and values white standards of beauty, including the preference for straight hair or thin lips and noses - is a product of racism. It continues to be pervasive, whether we’re aware of it or not. As marketers scramble to have brands connect with and serve Black and brown communities, they first have to acknowledge that colorism not only still exists, but is systemic. We must break through our own collective biases, which inform who we choose to feature and whose stories get told in marketing. Here are four ways marketers can fight colorism and ensure they’re on the path to building more inclusive brands. For example, Nivea, Heineken, and Dove have faced criticism for propagating the assumption that being of a lighter skin tone is superior. “We can’t use that image for this global campaign.”Īnd we didn’t. In one of my first assignments as a marketer, colorism - discrimination against those with darker skin - hit me fast and furiously. At the organization I worked for, we didn’t feature dark-skinned individuals in our content, and we had very few people of color on our marketing teams.īrands across industries have come under fire for colorism in recent years. “She’s too dark,” the creative director snapped at me when I recommended the image of a dark-skinned Black woman washing her face for our hero campaign shot.
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