DOVE MEN + CARE - NBPA RESEARCH
Documenting What Everyone Knew But No One Could Prove
Research & Insights
Timeline: 2020 – 2021
The Challenge
Perception bias affects how men are perceived in workplaces, schools, and communities - shaping opportunities before they even begin. The problem was well known. The data didn't exist. Dove Men+Care partnered with the National Basketball Players Association to document the reality and cost of bias.
What We Did
Conducted original research with the NBPA documenting perception bias against Black men
Quantified what communities had always known - and gave it data that couldn't be ignored
Positioned Dove Men+Care as a brand willing to tackle uncomfortable truths, not just sell product
Research that named the problem so the conversation could move past denial.
The Results
150% more likely to be described as "criminal"
100% more likely to be described as "threatening"
74% less likely to be described as "confident"
National conversation on bias - grounded in data, not opinion
Positioned Dove Men+Care as a leader in purpose-driven brand research
2022 Marcom Award (Platinum) - Strategic Communications/PR Research | Dove Men+Care / Bias Against Black Men
Let's Lead With Research That Matters.
The best brand positions start with truth. If you're ready to ground your strategy in data that drives real conversation, let's talk.