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General Motors announced on Thursday that the company plans to quadruple the percentage of its advertising dollars that go to Black-owned media outlets from now to 2025.
According to Variety, their new effort is a result of the scrutiny and pressure that corporate giants are facing to spread their corporate spending around to reach a wider array of firms.
GM is one of the nation’s biggest advertisers and the company said it intends to devote an increase of its ad spending from its current 2% with Black-owned media to 4% by 2022 and increase it again to 8% by 2025.
“Black-owned media are a vital component of our marketing mix, and we evaluate our spend for media partners through several core metrics, including transparency, innovation, ad quality, audience delivery, and brand safety,” General Motors said in a statement to the media on Thursday.
