The Future of Cultural Connection & Growth with African American Consumers (Virtual Only)

OPENING REMARKS

Karim Amadeo

Director, Multicultural & Inclusive Marketing ANA

VANGUARD’S APPROACH TO TRUST AND CULTURAL RELEVANCE AMONG BLACK INVESTORS

With Black Americans representing less than three percent of stock market investors, financial brands and advisors face a critical challenge and opportunity. This session explores how Vanguard designed a culturally grounded marketing effort focused on trust, transparency, and conversation rather than products. Learn key insights for advisors and plan sponsors looking to better connect with Black investors and support long term wealth building across generations.

Jackie Gelman

Head of Brand Activation, Global Brand Marketing Vanguard

TOYOTA’S YOU CAN’T STOP MY DRIVE: REBUILDING RELEVANCE WITH THE MODERN BLACK MALE CONSUMER

For years, Toyota has been trusted by Black consumers for quality and reliability but struggled to connect with modern Black men seeking bold and authentic self-expression. Toyota identified a group called “Toyota Sidesteppers”, men who did not reject the brand but overlooked it because of outdated perceptions, and how cultural insight helped reposition Toyota from safe and predictable to relevant and culturally visible.

Tonya Roberts

Vice President, Consumer Insights Burrell

OBEY YOUR THIRST: REIMAGINING AN ICONIC BRAND FOR A NEW GENERATION

Sprite’s modernized Obey Your Thirst campaign aimed to cement the brand as The Beverage Brand for The Culture by authentically connecting with the intersection of sports, hip hop, and community. Focusing on African Americans ages 18 to 24, the campaign highlighted ambitious young adults, who pursue multiple passions without limitation. Featuring Olympian Sha’Carri Richardson, the campaign celebrated showing up as your true self as a revolutionary act, updating an iconic message for today’s multihyphenate generation while keeping the simplicity and authenticity that made Obey Your Thirst timeless.

Natacha McLeod

Senior Manager, Creative - Sparkling Flavors, NAOU The Coca-Cola Company

BET WE VOTE: POWERING PARTICIPATION AND COMMUNITY ENGAGEMENT

Explore how the BET We Vote initiative energized African American audiences age 18 to 54 by uplifting authentic voices, fostering connection, and driving awareness across culture and community platforms. Hear how targeted research shaped outreach to Black men and how engagement with Black college students through HBCU homecoming tours and Divine 9 networks strengthened community ties.

You’ll also learn how digital content and major cultural moments on BET amplified awareness and participation, creating impactful experiences that resonated widely. Walk away with insights on building trusted, community‑centered engagement strategies that deepen connection and inspire meaningful participation across diverse audiences.

Tiyale Hayes

Executive Vice President, Marketing and Audience Development Paramount Television Entertainment Group

DRIVING REAL IMPACT: VITALANT’S APPROACH TO ENGAGING AFRICAN AMERICAN COMMUNITIES

Learn how Vitalant connects with African American audiences through campaigns grounded in pride, solidarity, and self-determination. This session explores strategies for reaching adults across generations, including millennials, Gen Xers, and beyond, in trusted spaces like faith networks, HBCUs, local festivals, barbershops, salons, and community events. Discover how culturally authentic engagement in places where people already feel seen and heard can build trust, strengthen community ties, and drive meaningful marketing impact.

Erica Newhard

Senior Director of Marketing Vitalant

CLOSING REMARKS

Karim Amadeo

Director, Multicultural & Inclusive Marketing ANA