In 2017 and 2018, Procter & Gamble made waves with two commercials – “The Talk” and “The Look” – that bravely confronted the realities of racial bias in America. These campaigns were heavily criticized by certain critics at the time of release, but were also fiercely celebrated by others for their honesty and empathy. Overall, they set a new standard for what it meant for brands to take a stand on social issues.
If you haven’t seen them before (or recently), here they are again:
“The Talk” depicted Black parents preparing their children for the biases they might face, while “The Look” illustrated the subtle and overt prejudices experienced by Black men in daily life.
These ads did more than raise awareness; they sparked national conversations and challenged viewers to see the world through a different lens. Now, as we find ourselves in a climate where DEI initiatives are increasingly under attack, the lessons from these ads are more relevant – and urgent – than ever.
The Lesson: Courage and Consistency Matter Most
Seven years later, the landscape has changed. Across North America, some companies are scaling back or abandoning DEI commitments in response to political and cultural backlash. In this environment, P&G’s campaigns remind us that true leadership means standing firm in your values – even when it’s unpopular or difficult. As mentioned above, at the time of release, these campaigns were loudly criticized by many, but P&G stood their ground, setting the standard for what it means to be a courageous brand.
The real test for brands is whether they will continue to act on their values when the social and political winds shift. Consumers and communities are watching to see if brands will back up their words with sustained, transparent action – especially when it comes to supporting marginalized groups.
The Enduring Impact
P&G’s willingness to address tough topics in their advertising wasn’t just a marketing move; it was a statement of principle. Their example shows that brands have the power – and the responsibility – to foster empathy, challenge injustice, and drive meaningful change, even when it’s not the easy path.
As some companies retreat from DEI, P&G’s legacy stands as a challenge: Will your brand continue to prioritize equity and inclusion, or will you let fear dictate your actions?
What Brands Must Remember
In today’s anti-DEI climate, the lesson is clear: Brand values are only real if they endure through adversity. Authenticity, transparency, and courage are more important than ever for brands that want to make a positive impact.
The work of building a more just and inclusive society is ongoing. The conversations sparked by “The Talk” and “The Look” are still needed – and so is the leadership of brands willing to stand up for what’s right, no matter the climate.
In a time of backlash, will your brand choose courage, or comfort?
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