George Floyd survived Covid-19, the virus that is killing Black people in the U.S. at nearly three times the rate of their white counterparts. He was then killed by another symptom of systemic racism: police brutality.
Based off internal focus groups, secondary research and our collective experience forecasting trends, Edelman’s Multicultural and Insights & Strategy teams explored how the pandemic is impacting the Black community in the U.S. and forecasted the significant cultural and economic shifts we expect to see as a result. We’ve laid out what we anticipate brands should prepare for, from an influx in political action to a demand for meaningful corporate accountability, and how they can show up to regain the trust of Black Americans.
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Methodology
Based off internal focus groups, secondary research and our collective experience forecasting trends, Edelman’s Multicultural and Insights & Strategy teams have explored how COVID-19 is impacting the health of Black communities, both physically and psychologically, from health care inequities to a deepening mistrust in government. And we’ve laid out what we anticipate brands should prepare for, from an influx in political action to a demand for meaningful corporate accountability.