He says companies should constantly assess their messaging strategy and can afford to miss a day in sales to celebrate culture correctly.


When asked about companies who get it right, Martin cited Nike and Apple as coming closest, but adds that not many companies are consistent. And unless you’re being inclusive in your messaging all year long, it can look a little suspect if you only have Black people in your ads in February and the second weekend in June.

Martin says Bold Culture is here to change the game and make sure companies are taking a more wholistic approach to marketing. “The person creating your messaging should be able to reach people who don’t necessarily check all of the same boxes,” he says.