Blackout Tuesday, Brand Activism, and Black Lives Matter

Brands and advertising recognized diversity and inclusion (e.g., gender or sexuality) a long time ago, but not racism to the same extent. Why does it seemingly take so much longer to overcome racism when other civil rights movement or social causes appear to progress much more quickly? How has Black Lives Matter been framed in advertising messages? How do consumers react when brands take a stand on controversial socio-political issues? Is marketing and political activity a positive or negative development? How Is the political self different from other aspects of consumer identity? The dataset consist of the transcripts of 36 in-depth interviews.