This is part of a recurring series of Q&As called "Uncomfortable Conversations," taking on the sometimes tough, but always necessary, discussions about inclusion in advertising. This series spotlights the many diverse voices that make up this industry—at all levels and in all disciplines—highlighting their personal experiences to illustrate the importance of inclusion and equity throughout the entire ecosystem.
Today we speak with Michael Jackson, who spent the better part of his career in marketing and sales at Coca-Cola, Pepsi, Coors and General Motors, the latter of which he served as VP of marketing and advertising. In 2007, he left the corporate world to work with startups and founded the consulting firm 2050 Marketing, which advises clients on preparing for what marketing will look like in future decades.
What has been your experience as a Black man working in marketing across brands like GM, Coca-Cola and Coors?
Almost every position I had, starting with Coca-Cola through GM, I was the first African American male in that role. It was mind-boggling. When I got hired when I was in graduate school, a great guy hired me who gave me great opportunities to be successful, but then I keep getting passed over for positions, even after I graduated with my masters degree. I wrote a letter to a senior VP and he agreed to meet with me. On the positive side, while I was first in every position, there was always a mentor, in almost every case they were white, who saw my perspective and guided and encouraged me, and that’s what kept me going.
In your previous roles do you feel like you were adequately supported as a Black man working in the industry?
At Coca-Cola, I was there for nine-and-a-half years. I survived for as long as I did because I had a guy relatively senior in the organization who mentored me and gave me an opportunity to be successful. Pepsi was probably the most diverse organization I worked with. Brenda Barnes and Roger Enrico were really, really good at promoting diversity within the organization. Coors was a really positive experience.