Affirmative Action, Candid Conversations at Cannes, and Beige Flags
Hero Collective
Hero Collective is a 100% black-owned, creative and social marketing company focused on turning brands in to heroes.
Welcome back to Culture Hack, our newsletter authored by our very own Heroes: students of culture, creators, and boundary-pushing, shape-shifters hell-bent on changing the world. Our work is rooted in deep cultural understanding, based on our lived experiences, expertise, and relentless learning that we use to help brands find and leverage their “Cultural Superpower”. This week we are reflecting the Supreme Court Affirmative Action ruling, discussing our experience at Cannes Lions, and advising on marketing beige flags.
In 2015, the hashtag #staymadabby, surfaced on Twitter, mocking student Abigail Fisher? (who’s 2008 admission to the University of Texas at Austin was rejected) when she filed a lawsuit against the university claiming to be denied admission because she was white. At the time, while Fisher herself did not meet all of the university’s criteria, many white students with lower grades than Fisher’s were admitted, and many minorities with higher grades were excluded. Fisher v. University of Texas concluded with a 4-3 Supreme Court decision ruling in favor of UT, leaving Abby to #staymad.
Fast forward to now — on Thursday, June 27, 2023, a 6-3 Supreme Court decision ruled against affirmative action in college admissions, putting an end to race-conscious admission programs at colleges and universities across the country, and removing racial and ethnic classification boxes from undergraduate and postgraduate application forms. This ruling grants colleges permission to do away with integration and diversification plans should they choose, including minority scholarships, grants and workforce DEI partnerships and efforts.
The decision comes at a time when many companies — hoping to provide internships and career opportunities to college students with diverse backgrounds — have implemented DEI practices and programs in support of ending racial discrimination in the workplace. It potentially presents an impending loss of talent pipelines that connect corporations to students through college programs made up of future workers and business leaders from underrepresented racial groups. It could further impact corporate diversity, equity and inclusion initiatives, like hiring and recruiting practices.
So, what is to come of all of this? What measures do minority students have to take without affirmative action providing a counterbalance? Should they just #staymad, or does the greater impact of this decision reach far beyond college admissions, into the impending workforce?
The Cannes Lions International Festival of Creativity, often referred to as simply “Cannes,” is an annual event that celebrates creativity in the advertising industry. This year marked 70 years of bringing together creatives from around the world to connect, learn, challenge, and celebrate one another. Widely regarded as one of the most prestigious advertising festivals in the world, the event sparks debates, and various conversations regarding advertising culture, questioning our roles and responsibilities in moving the industry forward.
This year, our 100% Black-owned agency touched down in Cannes, ready to engage in real talk. Our Founder and CEO, Joseph Anthony , led the charge on sparking provocative discussions on topics ranging from gender equality and inclusive marketing specifically following the impact of George Floyd’s death.?
We started the week with fellow Black agency founders, facilitated by Tara J. Agen at HP, at the @Brand Advance Villa. Joe was joined by Aaron Edwards , Ron Carey , Antonio “Tronic” McDonald , and Deborah Gbadamosi (neè Harper) . They kicked-off what turned into a days-long conversation on why they built their companies, how brands should engage with Black-owned agencies and partners to create meaningful, culturally-aware work, and who is and isn’t getting it right in terms of inclusive marketing efforts.
Joe also explained why he does what he does: “It’s about opportunity for others that look like me, come from where I come from, who are challenged in their ability to find opportunity on their own. That’s what I do it for.”
We then took the candid conversations to the The Female Quotient lounge. FQ has long been a home-base for dissecting the reality of gender equality in the advertising industry and beyond. They host panels of women for women unpacking questions we often are afraid to ask. This year, they flipped the switch and had a select number of all-male panels tackling the hard and non-traditional topics that are critical to closing the gender gap.?
Joe joined Evan Bretos , Mark D. Walker , In-Q, Donald Knight , and Philippe Krakowsky , to discuss how their nuanced relationship with masculinity has impacted their ability to be purposeful advocates of change and what actions they’re taking to reimagine leadership and workplace policies. When asked about how you dismantle toxicity around gender equality conversations and be a true advocate”, Joe replied:
“The narrative of right now is embedded in the concept of inclusivity. Being an entrepreneur and activist is a codependent ideology that a lot of us from diverse backgrounds have to exhibit. Every day is a fight to be seen and to create a space for yourself. We’ve learned a lot from a lot of initiatives that women have executed before us. Women, and obviously the African American Civil Rights movement, have paved the way to showcase foundationally that what you need to do is to create space for yourself. It’s a perpetual process that is not a silver bullet solution. It’s about creating an opportunity and rewarding effort and excellence objectively. We try to do that every day and not look at us as skewed. A level playing field for everyone to compete.”
The next day we took to the Cannes Lions stage at the Palais to connect once again with our crew of Black agency founders, brought together by Tara J. Agen at HP . There, we had a chance to expand our conversations on what it takes to succeed as a Black-owned agency founder. Joe and his fellow panelists made a call to action to the industry at large, challenging brands to bring Black-owned agencies into the mix beyond targeting diverse audiences. Joe advised marketers to “Bring diverse-owned agencies to your general market pitch.
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Joe, Aaron Edwards , Ron Carey , and Antonio “Tronic” McDonald pointed out that the creative industry struggles to look at their agency’s creative work through a lens wider than being Black/African American-owned. They also discussed how all agencies can make a larger impact on their brand work for diversity, inclusivity, and belonging.?
Amidst the excitement, Cannes Lions is not without its skeptics, who question the festival's impact on the industry it seeks to celebrate. They wonder if the pursuit of artistic merit and accolades sometimes overshadows the true purpose of advertising: to connect, engage, and drive real-world outcomes. Whether you see Cannes Lion as a beacon of creativity or an enigma, there's no denying the allure and influence it holds over the advertising world–and its ability to facilitate tough but necessary conversations. I, for one, am returning with optimism about the future of our industry and its role in empowering diverse voices to solve some of the world’s greatest challenges through creativity.
- Victoria Park with words from Naomi Augustin, MBA
Unpacking Beige Flags
The “beige flag” trend on TikTok, as defined in The New York Times, reflects a shift in dating culture and preferences. It describes the tendency for individuals to express a lack of interest or excitement in potential partners who are too “basic” or average. This trend has implications on? how cultural conversations are kicked-off, while offering insights into the future influence of such trends on brands.
The emergence of the “beige flag” trend highlights the evolving expectations and desires of TikTok’s user base. It reflects a desire for uniqueness and distinctiveness, as individuals seek partners who stand out from the crowd. It also challenges traditional notions of attraction and suggests a cultural shift toward valuing authenticity and individuality in relationships.
From a marketing standpoint, the “beige flag” trend signifies the importance of differentiation and standing out in an increasingly competitive landscape. As users become more discerning and seek uniqueness, brands must find creative ways to capture attention and create meaningful connections. It emphasizes the need for brands to align with consumers’ evolving values and preferences, offering distinct and compelling narratives that resonate with their target audience.
This trend also highlights the power of TikTok and other social media platforms in shaping cultural norms and influencing consumer behavior. As trends like the “beige flag” gain traction, they create a ripple effect that extends beyond the platform itself. Brands must stay attuned to these emerging trends and adapt their strategies accordingly to remain relevant and engage with their target audience effectively.
The “beige flag” trend on TikTok not only reflects a cultural shift in dating preferences but also signifies the growing importance of authenticity and distinctiveness. It serves as a reminder to brands that differentiation is crucial in capturing attention and creating meaningful connections with consumers. As social media platforms continue to influence cultural norms, brands must stay proactive in understanding and leveraging these trends to shape their future strategies.
TikTok updates start off strong with some data usage regulations based on evolving regional laws:
Meta is committing to increasing transparency and understanding of its social media algorithms and artificial intelligence (AI) systems.