Black Futures Month


This Black History Month, Stagwell is challenging our teams to build Black Futures. With the worlds of media, branding, and entertainment blurring, how can brands tap into the growth opportunity of driving more complex representation for Black consumers? Explore our thinking below. 

The Future


Research points to pathways for content and experiential transformation. Findings from National Research Group’s 2020 Study: “Representation Matters: Content as a Mirror to Culture”


of Americans

believe content, media, and advertising have the power to influence society.


of Black Americans

list “Black Panther” as the best example of representation and inclusion in entertainment in recent years, ahead of “Black-ish” (36%). 


of Black Americans

desire Black content in a futuristic setting (versus 77% of Total consumers).


of Gen Z

thinks better distribution opportunities for Black content creators will be effective for improving representation & inclusion.

Instrument Opens 2023 Pro Bono Partner Applications

Shanelle Felice

Build. Grow. Serve Program Co-Director

Can Black Futures Transform Brand Representation?

Box office numbers and sponsorships dollars around the most recent Black Panther film make it clear: Black Futures are a growth area for brands. As a brand leader, the opportunity is to invest, platform, and consider a different approach to intersecting Black identity and brand communications. You’ll need copywriters’, designers’, and strategists’ rooms that reflect the mosaic of the global communities you’re trying to reach.

Brandon Dixon

Director, Communications

Helping Brands Build Black Futures

How Stagwell agencies are helping brands create content, experiences, and community for the future Black consumer. 

Instrument 2022 Build/Grow/Serve Pro Bono Partner 


BlackSpace demands a present and future where Black people, Black spaces, and Black culture matter and thrive. They are a collective of urbanists, architects, policymakers, artists, and advocates co-creating spaces that affirm and amplify Black presence in public spaces. As Instrument’s 2022 Build/Grow/Serve Pro-Bono partner, the team partnered with BlackSpace to create an evolved brand, design system, and a reimagined digital experience that empowers BlackSpace to scale their mission organization into the future they are building.

Anomaly Toronto

Anomaly developed a new brand positioning and visual identity for the non-profit, which supports a new generation of Black artists and shares stories and culture from across the African diaspora—a cause that was important to the late actor.

United Airlines and 72andSunny

Golf is ours and golf is Black — powerful words spoken from the stars of 72andSunny’s latest work for United Airlines, the young golfers at Historically Black Colleges and Universities. Instead of sponsoring the PGA as United has done for years, this year they tried to combat some of the biggest barriers young Black golfers face by giving scholarships and flights.