The serious riots in Ferguson, Missouri should be viewed as more than just a local problem. While many luxury and lifestyle brands may not think that this issue will impact them directly. However, the problem in Ferguson is a diversity crisis issue. So, this is a problem that impacts every luxury and lifestyle brand directly.


Four Season St LouisPhoto credit Four Seasons Hotel St. Louis

Ferguson is a city in St. Louis County, Missouri, United States. The population was 21,203 at the 2010 census. Michael Brown, an unarmed 18-year-old African American man, was fatally shot by an unnamed Ferguson police officer on August 9, 2014. The incident sparked protests and acts of vandalism in the St. Louis suburb as well as national calls for an investigation into the incident.

On August 10, after a day of vigils local police stations assembled approximately 150 officers in riot gear. The crowd then began looting businesses, vandalizing vehicles and confronting police who sought to block off access to several areas of the city.  The following day, police fired tear gas and rubber bullets to disperse a crowd at a QuikTrip convenience store that had been burnt out the night before. According to reports, gunshots were fired in Ferguson and five were arrested.

On August 11, the Federal Bureau of Investigation (FBI) opened a parallel civil rights investigation into the incident and Attorney General Eric Holder instructed the Justice Department staff to monitor the developments.

The population of Ferguson grew rapidly during the first six decades of the twentieth century, from 1,015 people in 1900 to 22,149 people in 1960, an average growth rate of 5% per year. Since 1960 the population has remained nearly constant.

The racial composition of Ferguson has shifted since 1990, however. In 1990, residents of Ferguson who were identified in the U.S. Census as White comprised 73.8% of the total, while those identified as Black made up 25.1%. (The remainder, 1.1%, identified with other racial categories.) In the 2000 census, 44.7% were White and 52.4% were African American. In the 2010 census, 29.3% were White and 67.4% were African American.

Lesson In Diversity

It is very important that luxury and lifestyle brands make sure that diversity training is also a top priority. Ferguson, Missouri is a wonderful city that can recover with community and world support. When riots happen like the one in Ferguson, Missouri we must first stop to “ask ourselves” how did we get here?

Luxury and lifestyle brands should make sure that their public relations PR messages also deliver diversity communications. Luxury and lifestyle brands should send positive messages of engagement to the amazing city of Ferguson, Missouri.

We are truly deeply sadden by the death of Michael Brown and send our prayers to his family.

Tell us what do you think about this situation in Ferguson?

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