November 20, Black Awareness Day. The day was chosen by reference to the death of Zumbi dos Palmares.
The date is important to recognize African descendants in the constitution and construction of Brazilian society.
We can't change the past, but we can fix the present and make a better future. As decision makers, we must make sure that our companies represent the population Brazilian in all its plurality.
In Brazil, according to the IBGE, about 54% of the Brazilian population is black.
According to Nielsen , this portion of the population generates approximately 1,62 trillion reais. This number could be higher if the marketing disclosed was directed to this audience.
We make this statement based on the fact that 72% of black people say they do not identify with shared campaigns on the web.
As it is the majority in the country, bringing advertising aimed at this audience would cause greater proximity to the brands. Thus, in addition to being totally ethical, racial inclusion positively moves the economy.
Where is the black power on the internet?
With the rise of popularity of social networks and the democratization of internet access, digital influencers gained strength.
Influencers define which niches allow brands to be more assertive in relation to the target audience of each brand and campaign.
For a long time, the digital universe, and the space occupied by influencers, was mostly white, but for some years blacks have been occupying an important slice of the web.
Social networks, Instagram, facebook, youtube, just to exemplify, they are full of black digital influencers. They talk about fashion, culture, architecture, health, among other subjects, but above all they point out the brands that their peers should consume.
At no other time in history have blacks and blacks reached such a large audience, a public that makes decisions and can effectively impact the presence of a brand.
Activists and consumers are guided by digital influencers and demand from companies more participation of black people in their team.
Influential marketing has entered the market and has been occupying an increasing space.
Therefore, companies that do not adapt to this moment, for sure, will lose market!
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See you later!
