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Marketing, communities of colour and the consequences of fast foods
Journal of Cultural Marketing Strategy,
4
(1),
66-78
(2019)
Abstract
Within the USA, the marketing of some of the worst, most health-endangering products in the modern age, including menthol tobacco, fast food and sugary drinks, has been conspicuously targeted at non-white communities. Campaigns of this sort have contributed to an epidemic of tobacco addiction and severe overweight among youth of colour. It is upon this premise that this paper critically examines the impact and influence that advertisements play in the mental and physical health of non-white communities within the USA. The paper first provides an overview of the disruptive forces shaping modern marketing. It then addresses the specifics of multicultural marketing and the biases that have a stronghold in communities of colour throughout the USA. The paper concludes with policy implications for the issues discussed.
Keywords: marketing; global trends; disruption; bias; communities of colour; fast foods; urban; food desert; white flight
The full article is available to subscribers to the journal.
Author's Biography
Richard Greggory Johnson III is a professor and chair at the Department of Public and Nonprofit Administration, University of San Francisco. He also chairs the university’s institutional review board. Professor Johnson’s research addresses social equity within public policy, management, higher education and human resources management. He has been teaching in higher education for almost 20 years and his work has been widely published, to include several peer-reviewed books and over two dozen peer-reviewed journal articles. Professor Johnson holds graduate degrees from Georgetown University, Golden Gate University and DePaul University.
Nicholas Imparato is a professor and chair at the Department of Marketing at the University of San Francisco. He is formerly a research fellow at the Hoover Institution, Stanford University and visiting faculty at the University of California, Berkeley and Boston College. During a lengthy series of special leaves of absence from the university, he held positions as a senior executive and board member at publicly listed and closely held companies in the USA and Europe. As a speaker and adviser in over 35 countries with Visa, IBM and other organisations, he has focused on projects relating to marketing, innovation and leadership.
