More than three-quarters of Black British people believe that advertising campaigns portray black culture better than they did 10 years ago, latest figures reveal.
The data comes from a major new research study by the Black British Voices Research project – a collaboration between the University of Cambridge, the Voice newspaper and I-Cubed Consultancy, with marketing support from M&C Saatchi London.
The figures surveyed over 11,000 Black British people and found more than half of respondents (55%) stated that portrayals of Black culture in advertising (including TV ad campaigns) were ‘somewhat better’ than they were ten years ago, while 22% said they were ‘much better’.
However, while there is progress in how Black British culture is depicted in marketing, the study also highlights the enduring impact of systemic racism on the Black community’s sense of belonging, indicating there is still work to be done to address the inequality within the sector.
Elements of the study highlighted the impact of systemic racism towards the Black community’s, with many stats reflecting the need the address the “deep-rooted sources of anti-Black racism” in the UK.
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For example, the study also revealed that 13% of Black British respondents believe that advertisements have remained about the same in their representation of the Black community. Meanwhile, 6% feel that these portrayals are somewhat worse, and 2% believe they are much worse.
In addition, the research also sheds light on other challenges faced by Black British individuals. It shows that 98% of them have had to change who they are or how they express themselves in the workplace, including adjusting their hairstyles. Overall, a shocking 90% of young people expect to encounter racial prejudice as they become adults.
“This study should be a wake-up call for Britain,” said The Voice Newspaper editor, Lester Holloway.
“We have many fourth-generation Black Brits and, as a community, we should be feeling part of this country. Yet the lived experience of racism in every area of life is leading many to not feel British.
“We cannot keep ignoring racial disparities and its impact,” Holloway added.
“There needs to be a national conversation about this, and we need race back on the political agenda, so we can tackle the causes of this disconnect between Black Brits and the only country they know.”
