Challenging Perceptions through Marketing: Racism

One of my favourite aspects of marketing is its power to connect people and promote powerful messaging. Regardless of what product or service you are selling, there is opportunity to lead, be creative and add value to people.

Marketing is the key to making people aware; it cultivates a brand or individuals’ credibility. It can support trust and loyalty from customers and enhance value through a variety of platforms and technologies.

First impressions of a person are usually made by a variety of symbols; what they wear, accents, language and or values they promote. Whether it is one’s personal profile or the brand or institution they represent, there is constant opportunity to create, support and share powerful messaging.

Last year the world witnessed national and international movements that challenged social narratives. Captain Sir Thomas Moore reminded us of the importance of giving during a time of fear and panic, through his dedication to fund raising for those who needed help. His leadership and goodwill was contagious and within weeks, politicians, businesses and individuals were promoting and supporting togetherness through a range of charitable campaigns for the NHS and key workers.

The Black Lives Matter Movement took precedence after the world watched the unlawful killing of George Floyd in the United States. This resonated with the global community and on a local level, led to 12,000 people taking to the streets of Brighton to protest and show their support for equality. This prompted Brighton & Hove City Council to consider ways of tackling the issue internally and externally. Brighton & Hove City Council lacked diversity and it needed to be more representative of its residents. Therefore the council made a pledge to become an anti-racist city.

All of the above were powerful campaigns driven by the media. We have also seen marketing used to promote negative messaging through false media and extremist groups. However, this is not a new tactic. When exploring history, there is evidence to suggest that racism has been marketed to the public as a means to support capitalism. In many ways, racism has operated as a business model, justifying exploitation and division of people (physically & mentally) on a global scale. This has ultimately effected the decisions and perspectives that we make every day.

If we are to challenge stereotypes that may justify the over policing of young black men, or the lack of diversity in leadership or even commercial ideologies of beauty and intellect, we need to consider where these ideologies came from, what keeps them alive and how we can change the narrative.

Leading with Pride

Channel 4’s recent TV series, ‘It’s A Sin’ reminded viewers (and in many ways educated viewers too) that in previous decades, it must have seemed nearly impossible for members of the LGBT community to imagine that a love considered a sin, could be a love that millions could openly take pride to celebrate as many people do today.

The celebration of Pride is one of the greatest commercial achievements of Brighton and Hove. The city holds and hosts one of the largest and most successful Pride events in Europe, attracting over 300,000 people to the annual festival. But we must not overlook the commitment that was required to push Pride to become the movement that we have come to know today. Originally established as Brighton & Hove Gay Pride, this movement was formed in 1972 by The Sussex Gay Liberation Front and formed its first march in July 1973. It wasn’t until the nineties that the festival began to increase significantly, which led to traction from sponsors, venues and creative artists. Pride in Preston Park began in 1996 and has grown from strength to strength ever since.

Although there is more to be done, there is no doubt that the marketing of Pride and the LGBT community’s commitment to fight for equality has captured the attention of a nation and beyond. In many ways, it has contributed to a shift in social ‘norms’ and values.

Today, it is not unusual to pass through Brighton & Hove and see marketing promoting the city’s support for the LGBT community. From business branding, public transport, to police cars – the Pride event and its values are constantly being promoted to us.

When a police car with rainbows and Pride messaging drives passed, I cannot help but identify the values being presented on the vehicle with the person who is driving it. It provides a different outlook on the police and their role within the community. It is a fantastic example of guerilla marketing and its power to promote and influence people.

Brighton’s Cultural Identity

The city’s diverse identity has arguably contributed to other modern factors of the city, such as our choice of local MPs or our Green led council. However when it comes to celebrating the city’s rich cultural history and its modern diverse community, we have been slow to embrace this.

During Black History Month, I interviewed Cuthbert Williams MBE with Latest TV. During our discussions, we explored a range of untold historical events that took place in Sussex. In the early 20th century, over 15,000 Caribbean soldiers (just under a third were volunteers) arrived in Sussex in preparation for fighting Europe. During the fifties and sixties’, Sussex Hospital also recruited hundreds of women from the Caribbean to support the National Healthcare Service.

If we go back further to the 19th century in Brighton, we can find that The Duchess of Sussex, Megan Markel was not the first woman of colour to be welcomed into the Royal Family. Sarah Forbes Bonetta, was a young black slave, who was captured and later given to Queen Victoria. The Queen came to admire the girl’s natural demeanour and intelligence and in August 1862, she gave Sarah sanction to be married in St, Nicholas Church in Brighton. Such historical facts provide a different narrative in understanding the city’s identity and the people who have and continue to live here.

Whether this has been overlooked or ignored, there is so much opportunity to explore in maximising the city’s cultural offering not just to support its community, but the businesses that operate within and around the city, as well as the thousands of tourists who are attracted to Brighton & Hove.

The council’s pledge is a challenge, however there is much opportunity to be made by enhancing equality. If the city was a canvas, it is exciting to consider and explore what and how much could be done to promote valuable messaging that we wish for the city and beyond to embrace.

Racism goes further than stories in the news, it is a narrative that all marketers should be working on eliminating. But this cannot be done alone; it requires leaders from all backgrounds to work together to move forwards collectively. This is something that I am keen to support through my position as a Standing Invitee on the Tourism, Equality, Culture and Community Committee for BHCC.

For more information on Brighton & Hove’s Council’s pledge, please visit:

https://www.brighton-hove.gov.uk/becoming-anti-racist-city

If you’re interested to explore how your business could potentially support this initiative, please don’t hesitate to contact Stephanie Prior, at: Stephanie.prior@brighton-hove.gov.uk