Brands move from voice to ‘experience’ to champion diversity

This month is Black History Month in the US and Canada. The effects of last year’s Black Lives Matter protests are still inspiring change, with customers demanding that brands use their voice and platform to advocate for equality. Brands were vocal in their support last year and are now taking the opportunity to action the pledges and commitments they made by creating experiences that champion their communities.

It’s important for brands to action what they believe, as there’s a fine line between purposeful activism and performative statements. 53% of Generation Z said they think brands are supporting the BLM movement in order to retain customers (Morning Consult, 2020). This is one of the customer behavioural changes we’ve examined in our latest Welltodo.com column as we expect it to redefine customers relationships with brands in 2021.

Nordstrom is launching ‘Concept 012: Black_Space’, an immersive shopping experience online and in 12 US stores, which gives customers access to new products created by Black creatives and designers. At its NYC flagship, its pop-up space known as ‘Center Stage’ is also exhibiting Black-owned beauty and fashion brands.

Depop and the Black In Fashion Council will release a new YouTube series this month. The series will feature educational talks that celebrate Black creatives’ impact on the fashion industry, aiming to empower the next generation of talent. Depop aims to provide tools and access for Black creatives to thrive beyond the resale platform.



Eyewear brand Gentle Monster opens new concept store in South Korea

Online supermarket Ocado trials electric delivery vehicles for one-hour delivery service in the UK

Amazon rolls out biometric palm scanning system to Amazon stores in Seattle, US



Airline JetBlue partners with mattress brand Tuft & Needle to redesign aeroplane seats

IHG Hotels and Resorts unveils brand refresh



Coca-Cola’s Chinese New Year campaign celebrates real-life stories and memories



Depop and the Black in Fashion Council will release an educational  YouTube series for Black History Month

Nordstrom launches new in-store and online initiatives for Black History Month

Luxury marketplace Rebag uses image recognition to give instant product valuations

Mindbody launches digital exercise subscription membership

Lush launches ‘Bring it Back’ scheme offering 50p incentive for every item returned


Image courtesy of  Nordstrom 

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