Once in a while, I stumble on a thought-provoking LinkedIn post that forces me to reevaluate and dive deeper into how brands and organisations build their cultural equity. In this instance, it was a bitter-sweet realisation that there are no shortcuts to building Black socio-cultural currency. Let’s get into this, shall we?
Three months ago, Alvin Owusu-Fordwuo; Founder of Tag Agency shared a LinkedIn post expressing how lazy organisiations/brands have become when it comes to investing in culture and building sustainable communities. He shared:
“PSA: Chunkz, Filly, Munya, and Nella aren’t a shortcut into the culture.
It’s very common to see these creators used when brands want to ‘quickly’ access diverse gen-z audiences and coins. Rather than making a meaningful investment in culture and building community. We see the same talent and content formats rinsed and repeated. I know why, It’s because It feels like an easy win. The immediate numbers will be pretty good too, but it’s a flawed strategy because it isn’t building cultural equity. It's here today, gone tomorrow.
There is no such thing as a shortcut when it comes to working in culture. Play the long game.”
Alvin Owusu-Fordwuo on LinkedIn: PSA: Chunkz, Filly, Munya, and Nella aren’t a shortcut into the culture.… | 71 comments
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