Abstract:

Critic Race Theory (CRT) emerged in the 1970s as part of research conducted by Harvard Law School students. Their study investigated deeply embedded systemic racism in America's institutions. The research revealed racism and discriminatory practices in education, employment, housing, health care, law, and the criminal justice system. The impact of CRT on African Americans is enormous; however, members of the White race vehemently deny responsibility for past wrongs. This paper examines sustainable marketing communication as a strategy for improving relationships between people of color. To eradicate systemic institutional racism, Generation Z emerges as a relevant target for influencing and implementing a strategy to restore trust among stakeholders. Plausible remedies address efforts to improve human capital, invest in education, eradicate poverty, provide healthcare for the poor, integrate recidivism into the legal criminal justice system, and reform policing in minority communities. Moreover, secondary data related to education, incarceration, life expectancy, and health care supports claims concerning deep-seated institutional racism.