How You and Your Brand can make Positive Change in honor of George Floyd

I have published more than 55 posts to my LinkedIn profile, primarily focused on business, entrepreneurship, leadership and marketing. This is one exception. I have historically shied away from political commentary, as I’ve felt it ‘wouldn’t be good for business.’ That is an antiquated and naive perspective. Today, I want to talk about how we as Americans (and yes, I’m speaking to you white folks out there) can make a difference beyond posting a black tile on our social media and liking or sharing timely posts to assuage our white guilt.

For the past few years, I've been fortunate to collaborate with Vancouver WA-based entrepreneur, marketer and adjunct professor, Nathan A Webster, as a guest on his podcast, Mr. Social Entrepreneur . While we have primarily focused our discussions on marketing, the senseless death of George Floyd inspired us both to roll up our sleeves and dive deeper into the racial prejudice on which America was built and explore what’s next.

For over 400 years, African Americans and other people of color have been marginalized in this country, initially as slaves. Since then, our Nation’s legal and penal system, political infrastructure and cultural fabric has fought to maintain white dominance over other skin colors and cultures. That infrastructure is starting to crack, but we all need to expedite and support the necessary reconstruction to ensure a prosperous future for all Americans. I’ve outlined three steps you can take to ensure George Floyd didn’t die in vain.

Listen

In times of crisis, it is often much easier to speak, if not yell, than to listen. One of the best ways to make change, is to have a dialogue with others that have an opposing perspective (sex, politics, religion, etc.). Asking questions and listening can promote understanding, empathy, alignment and possibly, agreement. Warning: this can be a difficult task for even the most open-minded and empathetic individuals. On my Facebook feed, my childhood friend of mixed-race origin responded to a comment from a ‘skeptic’ in a recent #BlackLivesMatter post with this powerful statement: “You cannot expect us to be the receivers of oppression and then have to convince you of it.” While there is no substitute for the first-hand experience, the next best thing you can do is hear what it is like from someone who has or is living it. Below are a few related resources that may help you understand the roots behind the protest and how to be a more effective listener.

·???????Op-Ed: Kareem Abdul-Jabbar: Don’t understand the protests? What you’re seeing is people pushed to the edge

·???????Listening to the people who think we are wrong

·???????Why It’s a Good Idea to Listen to Opposing Views

Learn

Listening is a powerful tool, in life, in relationships and in business. Unfortunately, too much of what you might hear from others is opinion rather than fact. One aspect of the Fake News culture that permeates our Nation’s news is a lack of facts. To truly educate yourself and gain insight into an issue, people, or culture, you must learn from expert sources. I am talking about true authorities, including non-profit and educational institutions, authors and other subject matter experts. While reading Wikipedia is a good starting point, investing in a print (or audio) book on a topic is a great way to provide context and deeper insights. One aspect of learning, especially as it pertains to race relations, is to ‘unlearn’ what?you may have learned in school. For example, Native Americans have been marginalized and vilified in US history books, despite being the Original Americans. I have personally had to unlearn what I know about the US political machine and prison system by reading and watching documentaries. I recommend checking out the books and resources below if you are interested in learning (and unlearning) to build a foundation for an enlightened future.

·???? Just Mercy (book, movie and organization)

·???????The New Jim Crow

·???????Books on anti-racism that you can read right now

·???????Dark Money

Act

Action speaks louder than words, although communicating your thoughts and sharing those of others that inspire you is a good start. There are a few relatively low-impact, yet high-return ways you can act today to make America truly great, for all citizens. You can volunteer your time and expertise to organizations dedicated to making change. You can also donate funds to further those causes. Most importantly, you can vote. Even though a critical presidential election is around the corner, voting at a local level is essential. Most of the laws, policies and procedures that impact your daily life are shaped and enforced by city and county elected officials. Lastly, you can vote with your wallet, by supporting minority-owned businesses and other organizations that can make positive change. I have outlined a host of resources below that are designed to make an impact, from signature to purchase.

·???????How to Make this Moment the Turning Point for Real Change

·???????Ways You Can Help

·???????How to Participate in Politics

·???????Discover Portland's Black-owned businesses

·???????Support Black owned businesses this month and every month via Mercatus

·???????Largest Minority-Owned Businesses in Oregon & S.W. Washington

·???????Oregon Association of Minority Entrepreneurs (OAME)

·???????Support Black Owned Businesses

When Nathan and I originally discussed our most recent podcast recording, we planned to discuss how brands are adjusting messaging and advertising based on the protests. While many brands are quick to post a note of support with a #blacklivesmatter tag, few are putting money behind the message or making significant changes within the organizations to address systemic racism and sexism. Below are a few articles that outline what brands are doing and not doing and what is working during this time of strife.

·???????Brands show solidarity with George Floyd protests, but can they contribute to real change?

·???????Why posting a black image with the 'Black Lives Matter' hashtag is doing more harm than good

·???????Risk and Reward: An Analysis of #BoycottNike as a Response?to Nike’s Colin Kaepernick Advertising Campaign?

·???????These Brands Are Putting Money Where Their Mouth Is and Giving Back to Fight Racism

·???????What is Blackout Tuesday? The social media trend and controversy around it, explained

George Floyd and the flawed humans behind badges that killed him have provided us an opportunity to make positive changes that will ensure America is a better place for everyone. I encourage everyone reading this post to make a difference, and help America heal and grow back stronger. The family and friends of those lost in our broken system do not need your thoughts and prayers, they need your action.