Earlier this month, I was honored to attend Blackweek 2025 in NYC, a gathering of thought leaders and industry innovators coming together to discuss how brands can thrive in an era shaped by authenticity, influence, and cultural truth-telling. In attending as many sessions as I possibly could, I reflected on how I could apply what I was hearing to my own client work as an Account Executive in Ketchum’s CPG practice group. Here are the standout insights:
Telling the Truth in an Age of Misinformation
Don Lemon inspired us to get uncomfortable and challenge brands to be truth-tellers, not just product sellers. Today’s consumers are seeking alignment with brands that reflect their personal values and stand for something real. The call: create the news, don’t just react to it; set the conversation agenda with original insights and bold perspectives.
Leveling Up, Not Selling Out
Monique Rodriguez (founder of Mielle Organics) reminded us to not only keep the magic that makes our brands great, but that growth requires integrity. Brands and PR professionals must be stewards of trust, community, and purpose—serving audience needs and building smarter, more intentional campaigns. In 2026 and beyond, resonance and longevity will matter more than sheer volume or fleeting impressions.
Influence to Impact: Black Culture’s Role in Brand Growth
Urban1’s research made it clear:
- 79% of Americans recognize Black cultural influence, and half expect it to grow.
- Black consumers are willing to pay more for brands that show up meaningfully, not just during cultural moments.
- Authentic engagement—beyond token gestures—builds trust and long-term loyalty.
Taking the Plunge: Putting Your Brand in Influencers’ Hands
Kheri Tillman (CMO at Primo Brands) shared how viral moments can reshape brand perception—if brands are willing to let go and let authenticity lead. Sometimes, you need to “let it fly” and engage with trends in real time, balancing brand control with genuine participation and leaning into these conversations without taking over.
Key Takeaways:
- Proactively create the news, don’t just react to it.
- Grow communities and create solutions to real problems.
- Choose resonance over volume.
- Align brand passions with Black consumers to build authentic relationships.
- Influence the influencers.
I am grateful for my time onsite, and to be part of a company that invests in growth, visibility, and spaces that cater to Black professionals.
