P&G & Spotify Host Conversations on Racial Bias in Music
Harmonize is a new podcast series by P&G, available on music platform Spotify. It features recording artists like John Legend and Pusha T talking about the impact of racial bias in the US, and the role music has played in fuelling social change.
The podcast has a companion playlist on Spotify, featuring songs that feed into the series' theme. The project continues the work of P&G's internal My Black is Beautiful group, initiated by Black female employees. The consumer goods giant has previously created projects like The Talk, a video about parents teaching their children how to deal with personal and systemic racism; and The Look, which focuses on microaggressions against Black men.
Earlier this month, P&G announced the partnership of its Pantene haircare brand and the Dresscode Project, a global alliance of hair salons and barbershops that provide a safe and respectful service to trans and non-binary people. Harmonize also intends to have future seasons on gender equality, LGBTQ rights, and more.
Inclusive messaging is a positive in and of itself. Additionally, brands with the most inclusive advertising campaigns average a 44% stock gain over seven quarters, and score 83% higher for consumer preference (Deloitte, 2019).
Part of our Cannes Lions 2019 coverage, Maintaining Relevance takes a close look at brands that succeed in incorporating progressive commercial messaging. For more on the role inclusive stories can play in targeting small and local communities, check out Marketing to Mainstream America.