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I think it's a thin line because targeting can become racist really quickly. I think in a perfect world every company would have a team diverse enough to make their ads resonate with a diverse group of people with little to no race-based targeting. But that isn't reality.
I think they should specifically target Black audiences, just have Black people working on those campaigns so it’s not corny. Can’t effectively market to a demographic without employees that are apart of that demographic.
What’s your evidence of that?
It depends. I’ve seen some great total market advertising that clearly includes Black consumer insights, but that’s rare. If there is a business case for Black targeted advertising, then we should have targeted advertising. So much of what we see nowadays is terrible casting that is a turn off and a reflection of what gets counted as the standard that’s really just white culture.