MUSE Silver

United States

2022

The economic state of Black America: What is and what could

Entrant Company

McKinsey Global Publishing

Category

Video

Client's Name

McKinsey & Company

Sub-Category

Diversity & Inclusion

Video storytelling powerfully complemented rich research and data visualization in this timely report from the McKinsey Global Institute, examining the economic state of Black America roughly a year after George Floyd’s murder touched off a racial reckoning across the United States. In-depth interviews with Black community members gave a visceral, human face to what might otherwise have been dry reportage on facts and figures. The interviews complemented proprietary McKinsey research on labor markets, consumers, financial inclusion, housing, entrepreneurship, and more. The digital experience has been read seven times more than our average article (we don’t share number of reads publicly), and coverage of the report appeared in over 40 media outlets, from Axios to Bloomberg, Ebony to BET, the New York Times, Forbes, Fortune, and Harvard Business Review. It’s also sparked national and local convenings across the US.

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