Marketing Matters. Presented by We-Collab

Transcription

1 Marketing Matters Presented by We-Collab

2 Objectives Discuss the impact of targeted marketing on communities of color Discuss how the landscape of marketing has changed and become more intense Discuss the need for representation in the media that promotes positive healthy lifestyles. Discuss education as a key strategy for uplifting the issue of targeted marketing

3 Why it Matters?

4 Fast-food chains, soda-makers and snack-vendors increasingly are targeting young Black and Hispanic consumers. Targeted Marketing Black children spend more time watching youth-targeted and black-targeted networks, such as Fuse, Nick-at-Nite, BET and VH1 along with Spanish Tv: networks that air the most food advertisements. Directly targeting black and Hispanic youth with TV advertising for nutritionally poor foods continues to exacerbate health disparities. Rates of obesity and related diseases are higher among black and Hispanic populations. Targeted marketing is even more dangerous in the absence of marketing/ availability of healthy foods within communities of color.

5 Target Marketing Landscape Marketing has shifted from short 30 second television slots to lengthier videos found on YouTube. Videos like the Pringles Challenge are a more intense exposure to unhealthy foods. This becomes problematic as more children are becoming engaged with social media at early ages when there connection to advertisement being shifted to mobile usage. YouTube, Instagram and Snapchat are the most popular online platforms among teens. 95% of teens have access to a smartphone, and 45% say they are online 'almost constantly'

6 What does this look like in your community? Activity: Create a list of all the different places you have seen marketing in your own communities. Then compare your lists (or length of lists) with others at your table. What similarities do you share? What differences do you notice?

7 Why it Matters?

8 Can a push for inclusivity become predatory? Catering to the culture of communities of color continually contributes to health disparities. Low-income communities lack access to make healthier choices even when marketing is for healthy food options. Discussion Questions: Does an over saturation of images help communities of color become more informed consumers? How do philanthropic relationships of corporations further contribute to the problem? Are the views held by communities of color regarding corporations skewed due to their philanthropic presence?

9 Representation in Media Historically, communities of color have been left out of media; typecast into stereotypical roles Visual media serves as a proxy for experiences audience members haven t actually lived. It shapes their views on people of color and shaping the way those people view themselves. Symbolic annihilation: which is the idea that if you don t see people like you in the media you consume, you must somehow be unimportant. Internalized racism: acceptance by members of the stigmatized races of negative messages about their own abilities and intrinsic worth

10 Representation in Media Example of the positive aspects of representation occurred during the release of Black Panther (2018) Additionally, the animated movie CoCo (2017) was celebrated for its ties to Mexican culture and heritage Positive generational images as it not only affects how adults see themselves in the present but how children can see themselves in the future Ads for healthy foods like yogurt are less likely to feature children of color Same type of effort should be placed in counteracting junk food marketing to kids of color

11 What can be done?

12 Education about targeted marketing in communities of color are core to raising awareness of the problem Education is a Core Strategy Policy: Creating a space to include the issue of targeted marketing in your current work Parents: Intentional focus on young parents (16-24) Community: Implement community led forums to help them recognize targeted marketing and rethink cooperate partnerships

13 Group Discussion What are your recommendations on ways to combat this issue? What has worked for your community?

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