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Email Marketing is Color Blind: A Call for Change

This article is part of a larger series that focuses on diversity and equity in marketing through the amplification of Black and racially diverse authors. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change. Follow along and read other posts in this series here.

This post is authored by Dela Quist, Founder and CEO at Alchemy Worx and Touchstone Intelligent Marketing.

“You look at where you’re going and where you are and it never makes sense, but then you look back at where you’ve been and a pattern seems to emerge.”

– Zen and the Art of Motorcycle Maintenance

Like many others, email marketing professionals have had a challenging time since the coronavirus epidemic took hold. They’re doing their best to keep up with and bridge swiftly shifting consumer sentiment and changes in our work practices.

Despite, or perhaps influenced by, our overwhelming preoccupation with the pandemic and global lockdown, the Black Lives Matter movement has taken center stage. So much in fact, that most companies are (re)considering their position with regard to their messaging. Several major brands are even undertaking reviews of logos and communications in light of the now-global protests and wider conversations around racial equality.

This change is not entirely altruistic; it is also driven by what seems to be a fundamental shift in consumer attitudes toward businesses. There is plenty of recent evidence that people trust a business more than the government. Whether the issue is animal welfare, the environment, or the systemic prejudice faced by people of color, many look to businesses to take the lead, so to speak, in solving these problems.

Read the full article written for Liveclicker here.