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This is not really Black History Month content, but Advertising
Age published a perspective that
opened by mentioning the annual cultural event.
The op-ed title proclaims: Why Many Black Consumers Are Losing
Trust In Brands—And How To Rebuild It.
The true solution is simple, although brands and White
advertising agencies have historically failed to execute it: Stop being
untrustworthy.
Why Many Black Consumers Are Losing Trust In Brands—And How
To Rebuild It
3 ways to stop the shift from infatuation to
disillusionment
By Janelle A. James and Dawn V. Carr
Black History Month is a time to celebrate, educate and
recognize the achievements of people of African descent in the U.S. However,
this year carries a different weight. Amid deepening societal divisions, rising
anti-DEI activism that many perceive as coded anti-Black rhetoric and brands
reassessing their diversity commitments—whether by scaling back, repositioning,
or reaffirming—many are left wondering how to move forward as tensions continue
to mount.
Black people have always had complex relationships with
America—particularly because for them, there is no distinction between America,
corporate America and American brands. Moreover, their roles as citizens,
laborers, migrants, leaders and consumers are deeply interconnected, influenced
by the same societal forces that shape politics, culture and business.
Yet, the broader public often views these roles
separately, assigning each one a different level of power and influence.
Historically, the Black consumer has been the most formidable of those roles
since boycotting businesses fueled the achievement of Civil Rights.
Today, the Black impact on business is undeniable. As
trendsetters, early adopters and inventors, Black consumers are a driving force
in shaping markets and signaling where business and culture are headed. This
makes the relationship between Black consumers and American brands especially
important—not only for understanding current market dynamics but also for
anticipating what’s next.
The erosion of brand-consumer trust
Brands have long sought to build emotional relationships
with consumers, leveraging concepts such as brand love, trust and loyalty to
cultivate lasting engagement. But what happens when those relationships falter?
Recent research, social media conversations and brand
tracking sentiment for several top brands reveal that many Black consumers are
shifting from infatuation to disillusionment. Words such as abandoned, harmed
and withdrawn are increasingly common in consumer feedback. Some people even
describe their disengagement from brands in terms that mirror the end of a
personal relationship—where trust is broken and power feels imbalanced.
To better understand this shift, we turned to the Power
and Control Wheel, a framework originally developed to highlight patterns of
abuse in personal relationships. While the comparison may seem provocative, it
provides a valuable lens for examining how brands may unintentionally create
uneven relationships—and, more importantly, how they can rebuild trust.
To be sure, this isn’t about villainizing brands or
victimizing consumers. It’s about recognizing unhealthy dynamics and offering a
path forward to restoring consumer confidence.
Three ways brands may be damaging trust and customer
value
So how do elements of the Wheel of Power and Control
manifest in brand-consumer relationships? Here are three key areas where brands
risk eroding trust and customer value—and how they can do better.
Using privilege to make unilateral decisions
When brands make decisions without meaningful input from
customers, they create one-sided relationships. Too often, Black consumers are
celebrated during cultural moments but excluded from long-term strategy. This
isn’t collaboration—it’s control. Brands that dictate rather than listen lose
engagement. Consumers want to feel valued, not managed.
Key question for brands: How
might our own power and privilege—whether rooted in affluence, education,
gender, ability or other factors—cause us to overlook underrepresented
consumers’ perspectives?
Using isolation to influence purchase
When products that consumers rely on disappear with
little warning, they can feel neglected. Retailers have the right to shift
focus, discontinue programs or make strategic decisions. However, it’s
important to consider the meaning of what’s on the chopping block and the risks
for both the retailer and shopper. If shifts are connected to values, identity
or economic opportunity, much like isolation in personal relationships removes
access to support, these shifts can make shoppers feel unsupported and abandoned.
Key question for retailers: Are we
making decisions that unintentionally alienate or exclude shoppers who have
supported us?
Minimizing, denying or blaming as commitments shift
When brands engage underrepresented consumers only when
it aligns with the political climate, this erodes trust and damages loyalty.
Sixty-eight percent of all Americans (and 82% of Black Americans) tend to buy
brands that reflect their values. More than half of all Americans agree that if
a corporation takes a stand on an issue, it should stick by it.
Just as in unhealthy personal relationships, brands
dismissing concerns or shifting blame invalidates consumer experiences. When
brands downplay the resulting criticism as overreaction or justify changes as
“just business,” they deny the brand-consumer relationship and reinforce an
unequal power structure, often making marginalized consumers feel invisible.
Key question for brands: How
might our messaging unintentionally frame consumer concerns as a problem to be
managed rather than an opportunity to improve?
Moving forward with intention
Black consumers, like all consumers, want relationships
that feel reciprocal. By engaging them as co-creators, ensuring meaningful
products and programs, listening to their feedback and staying the course,
brands can cultivate loyalty and genuine trust, which are critical for building
brand reputation, establishing competitive advantages and increasing
shareholder value that extends beyond holidays and heritage months.