Racial Equality Drives Evolution of Big Consumer Brands

Published on June 18, 2020

Some of the biggest brands in America are reassessing their image in light of the renewed focus on racial equality. Yesterday, Quaker Oats announced its plans to change the name and logo of its Aunt Jemima brand of pancakes and syrup, and Band-Aid released an expanded product line designed for various skin colors. Other brands including Uncle Ben’s, Cream of Wheat and Mrs. Butterworth quickly followed suit, announcing they would also be reviewing their brand imagery.

RIESTER’s Chief Creative Officer, Tom Ortega, served as an expert branding analyst for 3TV this morning and said, “This is a moment of self-reflection for all of us right now. Brands are responding and doing what’s right.” Ultimately, however, brand decisions are rooted in research and Tom predicts that many companies and brands will be seeking feedback from their customers, letting them guide their evolution and change. Afterall, brands are made of people and their voices are being heard.