P&G Isn’t Afraid to Say Black Lives Matter – Bloomberg
Last November, Johnnie Walker seemed to make an ill-timed bet. The whiskey brand launched an ad on the theme of Woody Guthrie's "This Land Is Your Land." It included standard Americana, including cowboys on horseback.
There was also a prevalence of Hispanic faces. Guthrie's lyrics were spoken by a narrator in accented English that eventually merged into fluent Spanish. Brown faces and Spanish speakers, their daily work completed, were invited to kick back with a scotch and dream American dreams. "This land was made for you and me," the narrator assured them.
Donald Trump, that paragon and parody of white-bro culture, was not expected to become president of this emergent America. Yet November happened. Now, the Johnnie Walker ad's dim lighting seems less a conduit for shared intimacy, more a darker shade of uncertainty.
So it was interesting to see the Procter & Gamble Co., the world's largest consumer-goods manufacturer, home to familiar all-American brands such as Tide, Mr. Clean and Old Spice, wade last month into what looked to be fraught waters.
The corporation launched a web video featuring black parents and children having "the talk." In P&G's conception, "the talk" isn't just about black kids avoiding police brutality; it's about dealing with racial bias as an inescapable, constantly evolving fact of American life.
In an email, Crystal Harrell, a P&G senior manager for communications, wrote:
The Talk highlights the impact of racial bias from the viewpoint of African American mothers across several decades. It depicts the inevitable conversations many black parents have had with their children to prepare them for challenges they may face in the world, and importantly to encourage them to achieve despite these obstacles. It shows that while society and times change, bias still exists.
Showing consumers that you understand them is basic marketing. "I think its existence tells us a great deal about whats on the minds of black consumers (rising tides of racism and vulnerability in public)," emailed Lizabeth Cohen, author of "A Consumers' Republic: The Politics of Mass Consumption in Postwar America."
But that understanding exists in a political context shaped by a president who doesn't share it. Trump ignores racial bias -- unless it's perceived against whites. Many of his supporters dispute that bias against blacks is a genuine problem at all: Republicans tell pollsters they believe that whites face more racial discrimination than blacks do.
P&G's video message may be subtle, discreet and narrow-casted to a black audience. But it still confronts such views head on.
Clear thinking from leading voices in business, economics, politics, foreign affairs, culture, and more.
Share the View
"P&G is obviously targeting African-American consumers and their growing spending power, but theyre also crowning themselves with a halo -- you can feel good about the Charmin or Tide, because P&G is not just some distant, staid, white-bread conglomerate. It cares," said Leslie Savan, author of "The Sponsored Life: Ads, TV and American Culture," in an email. "And maybe a bit of that is real. With a spot so overtly political, P&G does risk alienating a swath of angry white people who are sick and tired of being called racists."
I asked Harrell about the political implications of the videos. A corporate spokeswoman for brands that cross every geographic, class and racial line, Harrell was understandably cautious in her response. But she wasn't mealy-mouthed.
P&G and P&G brands are apolitical. We dont have a point of view on politics, but we do have a point of view that advocates for all our consumers. We know that bias exists in our society -- across age, sex, gender, race and many other dimensions of difference. And we know that acknowledging this fact may make some people uncomfortable. Our approach, with "The Talk," and with other campaigns, has been to spark that dialogue in an inspirational and empowering way -- not in a way that places blame.
Of course, if someone is a victim of racial bias, someone else must be a perpetrator. Trump's electoral success suggested a new birth of prejudice across the land, at least for a while.
How powerful institutions respond to that invitation matters. It's hard to conceive of a more mainstream, ubiquitous, middle-of-the-road American company than the Ohio-based Procter & Gamble, which also enjoys a stellar reputation for marketing savvy. So the messages it sends, and the reputational investments it makes, seem significant.
"Here's the bottom line," wrote Harrell. "At P&G, we aspire to create a better world for everyone -- a world free from bias, with equal representation, equal voices and equal opportunity. Our hope is that people see our messages in this light."
Noted.
This column does not necessarily reflect the opinion of the editorial board or Bloomberg LP and its owners.
To contact the author of this story: Francis Wilkinson at fwilkinson1@bloomberg.net
To contact the editor responsible for this story: Katy Roberts at kroberts29@bloomberg.net
The rest is here:
P&G Isn't Afraid to Say Black Lives Matter - Bloomberg
- Renowned photographer Misan Harriman on Black Lives Matter, Gaza and finding hope in protest - Big Issue - July 14th, 2025 [July 14th, 2025]
- This Day in History Hundreds of Black Lives Matter protestors occupied I-40 bridge - Action News 5 - July 12th, 2025 [July 12th, 2025]
- Pepper-balls vs. tear gas: How 2020's Black Lives Matter protest in Spokane compares to the immigration demonstration of 2025 - The Spokesman-Review - June 18th, 2025 [June 18th, 2025]
- Now and then: How Trump's response to LA riots has changed from 2020 Black Lives Matter and Antifa - Fox News - June 12th, 2025 [June 12th, 2025]
- Community comes together to repaint Black Lives Matter mural - The Pajaronian - June 12th, 2025 [June 12th, 2025]
- When the looting starts, the shooting starts: Trump echoes notorious Black Lives Matter quote over LA anti-ICE demos - The Independent - June 12th, 2025 [June 12th, 2025]
- Understanding the History of Torture in America - Black Lives Matter - June 12th, 2025 [June 12th, 2025]
- Organizers look back to 2020 when 1,000 people marched in Black Lives Matter protest in Green Bay - Green Bay Press-Gazette - June 7th, 2025 [June 7th, 2025]
- Black Lives Matter Plaza 5 Years Later - The Washington Informer - June 7th, 2025 [June 7th, 2025]
- Black Lives Matter was an outbreak of global hysteria - Spiked - June 7th, 2025 [June 7th, 2025]
- What I learned from the aftermath of the Black Lives Matter uprising - The Guardian - May 28th, 2025 [May 28th, 2025]
- Five Years of Black Lives Matter: Top conspiracy theories about the death of George Floyd - Times of India - May 28th, 2025 [May 28th, 2025]
- Black Lives Matter wasnt interested in truth - Spiked - May 28th, 2025 [May 28th, 2025]
- I walked across the south of America in a Black Lives Matter shirt this is what happened - London Evening Standard - May 28th, 2025 [May 28th, 2025]
- Storyville: White Man Walking review the man who marched 1,500 miles with a Black Lives Matter sign - The Guardian - May 28th, 2025 [May 28th, 2025]
- Five years on from Black Lives Matter, has the UK made progress on ethnic equalities? - The Guardian - May 28th, 2025 [May 28th, 2025]
- 'Coming from a place of accountability' - How the Black Lives Matter movement inspired analyst and ex-USMNT star Taylor Twellman to earn a degree 20... - May 28th, 2025 [May 28th, 2025]
- Five years of virtue signalling: the failure of Black Lives Matter - The Telegraph - May 28th, 2025 [May 28th, 2025]
- Was the Black Lives Matter rebellion all for nothing? It may feel like that, but I have seen reasons for hope - The Guardian - May 28th, 2025 [May 28th, 2025]
- Highland Park to restore Black Lives Matter mural - Central New Jersey News - May 28th, 2025 [May 28th, 2025]
- Black Lives Matter street murals stand as an enduring reminder of protests against racism - Lynchburg News and Advance - May 28th, 2025 [May 28th, 2025]
- 'Black lives matter': Demonstrators march in Southeast Portland, paying tribute to George Floyd, 5 years after his murder - KGW - May 28th, 2025 [May 28th, 2025]
- History Today: How George Floyds killing in US gave rise to Black Lives Matter movement - Firstpost - May 28th, 2025 [May 28th, 2025]
- Free Palestine Replaces Black Lives Matter as the Cause of the Activist Class - The New York Sun - May 28th, 2025 [May 28th, 2025]
- The far-right's resurgence was only a matter of time after Black Lives Matter - Big Issue - May 28th, 2025 [May 28th, 2025]
- Inside the Big Issue: The rise and fall of Black Lives Matter - Big Issue - May 19th, 2025 [May 19th, 2025]
- Five Years After the Murder of George Floyd, New Survey Measures Views on Race, Policing and Black Lives Matter - Good Faith Media - May 19th, 2025 [May 19th, 2025]
- Backlash: The Murder of George Floyd TV review tracing the transatlantic spread of Black Lives Matter - Financial Times - May 19th, 2025 [May 19th, 2025]
- Minneapolis still broken, divided and suffering 5 years after George Floyd death: Black Lives Matter was never here - New York Post - May 19th, 2025 [May 19th, 2025]
- Black Lives Matter: Will Donald Trump pardon Derek Chauvin, convicted of killing George Floyd? What we kn - Times of India - May 19th, 2025 [May 19th, 2025]
- BC teacher who referred to Black Lives Matter protesters as 'animals' gets reprimanded - Infotel.ca - May 19th, 2025 [May 19th, 2025]
- Teachers Are Building the Future. Trump Is Tearing It Down. - Black Lives Matter - May 11th, 2025 [May 11th, 2025]
- Megyn Kelly criticizes Met Gala's Tailoring Black Style theme: "It was basically Black Lives Matter at the Met" - Media Matters - May 11th, 2025 [May 11th, 2025]
- Black Lives Matter Plaza's end like its beginning is a barometer of the times - Roanoke Times - April 10th, 2025 [April 10th, 2025]
- Seattle Parks working on plan for new memorial in Cal Anderson marking CHOP and the 2020 Black Lives Matter protests UPDATE - CHS Capitol Hill... - April 3rd, 2025 [April 3rd, 2025]
- Black Lives Matter Plaza's end like its beginning is a barometer of the times - Ottumwa Courier - April 3rd, 2025 [April 3rd, 2025]
- Black Lives Matter Plaza's end like its beginning is a barometer of the times - southernminn.com - April 3rd, 2025 [April 3rd, 2025]
- Black Lives Matter Plaza's end like its beginning is a barometer of the times - thederrick.com - April 3rd, 2025 [April 3rd, 2025]
- D.C.'s Black Lives Matter mural will be erased. Look back at the iconic street painting - NPR - March 9th, 2025 [March 9th, 2025]
- D.C. Mayor Orders Removal of Black Lives Matter Mural She Commissioned After House GOP Threatens to Do It for Her - PEOPLE - March 9th, 2025 [March 9th, 2025]
- Reconstruction of D.C.s Black Lives Matter Plaza to begin next week - Washington Times - March 9th, 2025 [March 9th, 2025]
- Washington, DC, to remove 'Black Lives Matter' painting from street near White House, mayor says - The Associated Press - March 9th, 2025 [March 9th, 2025]
- Bigger fish to fry: Why DC is making changes to Black Lives Matter Plaza painting - WTOP - March 9th, 2025 [March 9th, 2025]
- Washington mayor says Black Lives Matter Plaza near White House to be redesigned - Reuters - March 9th, 2025 [March 9th, 2025]
- Black Lives Matter Plaza to be redesigned as part of new DC mural project - FOX 5 DC - March 9th, 2025 [March 9th, 2025]
- U.S. Rep. Andrew Clyde of Georgia leads attack on Black Lives Matter Plaza. What we know - Online Athens - March 9th, 2025 [March 9th, 2025]
- D.C. Mayor Muriel Bowser Suggests Black Lives Matter Plaza Will Be Painted Over - The New York Times - March 9th, 2025 [March 9th, 2025]
- DC mayor to remove Black Lives Matter Plaza amid pressure from White House - NBC Washington - March 9th, 2025 [March 9th, 2025]
- Once declared 'permanent,' Washington, D.C.'s Black Lives Matter Plaza will soon be painted over - Fast Company - March 9th, 2025 [March 9th, 2025]
- Opinion | D.C. can respect Black Lives Matter without street art - The Washington Post - March 9th, 2025 [March 9th, 2025]
- DC Mayor suggests city will paint over Black Lives Matter Plaza near White House - The Hill - March 9th, 2025 [March 9th, 2025]
- D.C. mayor to ditch Black Lives Matter mural, street name to avoid scrum with GOP on Capitol Hill - Washington Times - March 9th, 2025 [March 9th, 2025]
- Black Lives Matter Mural near White House will be replaced with a new mural as part of DCs America 250 mural project - PoPville - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - KCBY.com 11 - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - WGME - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - NTV - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - KRCR - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - WRGB - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - WPEC - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - WEAR - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - FoxReno.com - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - krcgtv.com - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - Dayton 24/7 Now - March 9th, 2025 [March 9th, 2025]
- DC crews to begin 'reconstruction' of Black Lives Matter Plaza - ktvo.com - March 9th, 2025 [March 9th, 2025]
- Federal judge inclined to side with USPS over seized Black Lives Matter merch - Courthouse News Service - February 27th, 2025 [February 27th, 2025]
- Analysis: Whatever happened to Black Lives Matter? - Church Times - February 14th, 2025 [February 14th, 2025]
- How old was Trayvon Martin when he died? A look back at the teen's death that sparked Black Lives Matter Movement - Soap Central - February 11th, 2025 [February 11th, 2025]
- On Trayvon Martins 30th Birthday, Black Lives Still Matter - Word In Black - February 5th, 2025 [February 5th, 2025]
- Black Lives Matter at School Week of Action in Olympia School District from Feb. 3-7 - The Jolt News - February 3rd, 2025 [February 3rd, 2025]
- Trump could undo everything the UK learnt from Black Lives Matter - inews - February 3rd, 2025 [February 3rd, 2025]
- Posters with Black Lives Matter term to be voted on by Lakeville school board - CBS News - February 1st, 2025 [February 1st, 2025]
- Lakeville school board to vote Tuesday on use of "Black Lives Matter" posters - CBS News - February 1st, 2025 [February 1st, 2025]
- Art by African Americans: From the Protest of the 60's to the Age of Black Lives Matter - TAPinto.net - January 22nd, 2025 [January 22nd, 2025]
- Community continues to demand answers concerning Rayvon Shahid during Black Lives Matter protests - Flint Courier News - November 28th, 2024 [November 28th, 2024]
- Black Lives Matter protests police shooting of 17-year-old in Flint - WJRT - November 24th, 2024 [November 24th, 2024]
- Black Lives Matter Flint hosts three-day protest for death of 17-year-old Rayvon Shahid - WEYI - November 21st, 2024 [November 21st, 2024]
- Davis, Black Lives Matter say police discipline bill is being rushed - WVPE Public Media - November 21st, 2024 [November 21st, 2024]
- Revealed: Starmer called for an export ban on police gear to Trump during the Black Lives Matter protests in 2 - Daily Mail - November 14th, 2024 [November 14th, 2024]
- Black Lives Matter activist to vote for Donald Trump: 'I definitely would not be supporting Kamala Harris' - Fox News - November 5th, 2024 [November 5th, 2024]
- Black Lives Matter activist to vote for Donald Trump: 'I definitely would not be supporting Kamala Harris' - MSN - November 5th, 2024 [November 5th, 2024]