Report: How 10 brands succeeded—and failed—to respond to Black Lives Matter
In the wake of George Floyd’s death and a renewed conversation around racial justice in the U.S., the business community has tried to come to terms with its role in fighting systemic racism.
What have been the best responses to the Black Lives Matter movement from the business community?
that a majority of American consumers want brands to take a stand on racial justice—and more than sharing vanity images and messages of support on social media, but take action to address the blight of racism in U.S. society.
After police officers killed George Floyd, an unarmed Black man in Minneapolis, Minnesota—as well as the murders of Ahmaud Arbery and Breonna Taylor, and many others, many organizations were galvanized to speak out and act on the issue of race, equality and police brutality. Some brands were aggressive with their messaging (Ben & Jerry’s quickly called on Americans to help dismantle “white supremacy”) while others sidestepped the issue.
In our special report, “Organizational responses to Black Lives Matter,” we break down 10 of the biggest brand responses to the this movement, from exemplary to abysmal. The report offers key takeaways for communicators and brand managers looking to lead their organizations to a better response in the second half of 2020.
Some insights include:
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