How do we make advertising and branding less racist? As reckonings around racism in the U.S. grow, a new focus has emerged: decolonizing the American supermarket. Recently, a number of multinational food and drink conglomerates,
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including PepsiCo (which owns Aunt Jemima) and ConAgra Foods (which owns Mrs. Butterworth’s), announced major changes to brands that many shoppers have long felt uncomfortable supporting. These include Aunt Jemima, who many have long argued is a racist “mammy figure”, the “happy black cook” figurehead on Uncle Ben’s rice (owned by Mars Inc.), and the perceived racist packaging of Mrs. Butterworth’s. Cream of Wheat has also announced a review of its mascot. But what about the other legacy entities in America popularized through harmful images? Land O’Lakes butter retired its indigenous maiden character in April, and the Washington Redskins are in the process of changing their name and mascot – will other initiatives follow? This information session will address branding built on harmful stereotypes – what Professor Chambers calls “ethnicity as authenticity” – and what needs to happen next.
Jason Chambers has presented his research into the African-American consumer market both nationally and internationally. His work has been published in books and journals in the United States, Asia and Europe. He has been invited to speak to gatherings of practitioners and academics throughout the United States, Canada and Asia. He also has appeared on The History Channel discussing advertising issues, and his opinions have been sought by a variety of periodicals, including Forbes and Black Enterprise magazines. Chambers also has served as a consultant on advertising history programs appearing on the BBC. In addition, he has consulted with national nonprofit organizations and Fortune 100 companies, as well as advertising agencies on matters of diversity, stereotyping and various consumer issues. The University of Pennsylvania Press published his first book, Madison Avenue and the Color Line: African Americans in the Advertising Industry, in 2008. This incisive work examines the employment and entrepreneurial experiences of Blacks in the advertising industry and their fight to diversify both the industry and advertisements.
