Activists have emphasized correctly that corporations need to do more than issue public statements in support of racial equality. It seems like they are being heard. I am impressed by the growing list of meaningful actions major brands are taking to combat racism in this country.
Ad Age‘s coverage of this has been really helpful. It’s a continually updated blog that highlights what companies are doing. Here are just a few:
- Nike released an ad encouraging Americans to not turn their backs on racism, with a twist on their tag line: “For once, Don’t Do It.”
- PepsiCo pledged $400 million in programs over the next five years intended to help elevate Black communities. It also pledged to add 100 Black associates to corporate, and more than doubled its spending with Black-owned suppliers.
- Walmart is no longer displaying the Confederate-themed Mississippi flag as the state holds talks about changing the design.
- Snapchat is promoting diversity in its shows, like the documentary “While Black,” which deals with issues like policing in Black communities. The idea is to galvanize its base, 13- to 24-year-olds, as agents of change.
- Condé Nast, which has been under fire in recent weeks for its internal culture of racism, committed to running more stories from diverse voices, content, and programming that is more in line with the diverse world in which we live. It has also formed a new anti-racism advisory council that will work with its editorial team. This, after Matt Duckor, who was head of lifestyle video programming, left the company after staffers complained he didn’t feature people of color in videos; and Bon Appetit’s editor Adam Rapoport left the company as well.
- McDonald’s ran an ad listing the names of recent Black victims of police violence, and pledged donations to BLM causes.
- Netflix donated $120 million to Black colleges and universities.
- Gap, Inc. (the parent of Gap, Banana Republic, Old Navy, Athleta, and more) put a BLM header on its homepages that takes viewers to a list of actions the company is taking toward creating a more diverse workforce.
- Levi Strauss & Co. published the diversity makeup of its company for the first time, which didn’t look good for the company. It has pledged to make corporate more diverse.
- Brands like Eskimo Pie, Aunt Jemima, Mrs. Butterworth’s, and Uncle Ben’s are (finally) changing those brand names and images.
- Facebook censored an ad from President Trump over “Nazi-era imagery,” and pledged $200 million to support Black voices.
There is an impressive amount of tangible change happening right now. Real change, not just talk. A lot of reforms are needed … but you have to start somewhere.
