Being an Anti-Racist CPG: Using Your Brand Message and Platform

(Photo by Kerde Severin from Pexels)In the first two articles in this series, I talk about how I’ve applied my anti-racist learnings from working with a Black Founder to my personal life and to my organization. As the founder of Nourishing Food Marketing and Head of Marketing at Moonshot, a consumer packaged goods (CPG) company, I have had the pleasure to learn from Julia Collins, the first Black woman to co-found a unicorn company, Zume Pizza. In this article, I’ll talk about using our brand platform and voice to talk about social justice more broadly to the thousands of consumers that are part of Moonshot’s community.

Before we dive in, here’s a quick grounding definition of antiracist from How To Be An Antiracist by Ibram X. Kendi: “To be antiracist is to think nothing is behaviorally wrong or right — inferior or superior — with any of the racial groups. Whenever the antiracist sees individuals behaving positively or negatively, the antiracist sees exactly that: individuals behaving positively or negatively, not representatives of whole races. To be antiracist is to deracialize behavior, to remove the tattooed stereotype from every racialized body. Behavior is something humans do, not races do.”

As brands, we have an opportunity to talk to thousands, maybe even millions, of people in support of the social justice movement.

We can help change racial stereotypes portrayed the media and entertainment industry and elsewhere. By highlighting Black voices, we can build a more representative picture of Black people as major contributors to our society. Here’s an example from Moonshot’s social:

Originally posted at B The Change