Roundtable on Race and Brand Mascots

Abstract

Abstract: A panel of academics came together in late July 2020 to discuss the use of race in brand mascots. In this roundtable, participants discuss many topics: an overview of many changes in racialized brand mascots in the summer of 2020, the historical roots of racialized brand mascots, how ads normalize racial stereotypes, the origin and impact of Frito Bandito, whether recent rebranding efforts are a sign of lasting change, the role of the advertising industry in creating a more just society, the importance of preserving racist imagery, consumer responses to rebranding efforts, the need for systemic change in diversity and inclusion in agencies, problems with unconscious bias training, the importance of thinking internationally when looking at race and brand mascots, and teaching about race and brand mascots.