McDonald's Makes Black Millennial Consumers Top Priority

Style Magazine Newswire | 4/5/2019, 11:09 a.m.
The media plan for "Black & Positively Golden," which includes a bigger Instagram presence and messaging centered around empowerment and ...

MarketingDive.com

The media plan for "Black & Positively Golden," which includes a bigger Instagram presence and messaging centered around empowerment and entrepreneurship, could help McDonald's capitalize on the opportunity. The news marks another step in the brand's efforts to support more diversity and inclusion, not just in consumer-facing campaigns, but also internally. "Black & Positively Golden" is being stewarded in part by Lizette Williams, who joined the company last year as McDonald's USA's head of cultural engagement and experiences, a new position focused on fostering stronger multicultural loyalty, according to Ad Age. Earlier this month, McDonald's also introduced an initiative called "Better Together: Gender Balance And Diversity" that works to improve women's representation at all levels of the company and support gender equality in career advancement. The launch of the platform included a pledge to the UN Women's Empowerment Principles.