The 360 | Corporate response to Black Lives Matter: Progress or ploy?
In the month since the police killing of George Floyd, major companies have joined the national conversation on racial injustice. From social media posts to internal emails and promises of diversity initiatives, brands are rushing to prove that they support the antiracism movement.
Historically, companies tend to steer clear of social protest movements, fearing that taking sides could offend or alienate customers. However, the Black Lives Matter movement has gained widespread support in America, decreasing the risk of losing customers. While the shift in corporate behavior shows the movement’s influence, many question whether brands’ vows to change are genuine.
But the ice cream giant is a rare example of a company approaching race in a way that customers view as authentic. Most brands’ responses has been met with skepticism. Though there is a begrudging sense of acceptance that some action is more valuable than silence, critics say that companies’ statements are platitudes until they are backed up with action. It’s easy to post on social media or make a donation, but it is more difficult to confront race within a company, they say.
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