Talk the Walk & Walk the Talk How can brands and leaders can speak in ways that matter #BLM

Why and how can brands and leaders speak about antiracism

By Gabriela Mueller Mendoza. Diversity and Inclusion specialist, strategist, and catalyst.

Many brands are rushing to claim anti-racism slogans and taking a stand again racism on social and mainstream media. In a hyper-speed connected world, actions speak louder than words, therefore brands and leaders are being challenged to back up their words with action. Businesses are scrutinized about putting their money where their mouth is, to evaluate their partnerships. They are now being challenged to do both: walk the talk and now to also “Talk the Walk”. Here are TEN ways in which a brand and a leaders can do so. 

Over the weekend, my two Gen Zers at home (ages 16 and 18) planned to attend the #BLM demonstration in Bern, and asked us all to join them. We did (wearing face mask and being mindful about social-distancing). It was an interesting unique moment witnessing how Millennials and Gen Zers from all races have such clarity and determination about this issue. Of course many other ages groups were present, still young people were definitely the majority. A scene seen all over Europe. These are new times.

It is a historic moment, as protests grow globally around injustice, triggered by the death of an unarmed black man #GeorgeFloyd at the hands of police in the US. This event adds to the centuries of injustice against black and colored people, and it has sparked wider debates and demonstrations worldwide. Why does it matter to you and your brand? Stay with me.

A snapshot of today in Europe. Although many firms' statements are "quite superficial", the fact we are now speaking up about racism at all, it is something to be recognized. Europe policymakers and major brands observe the recent events in the US with curiosity, though in only a few days they started realizing that people in Europe (their own consumers) are also going on the streets to demonstrate support for black people and minorities. It is not time to be a spectator, it is time to take a stand. In Europe for example, there is a clear lack of representation of such minorities in all leadership levels in organizations, businesses, and governments. Within the EU leadership in Brussels, only 3% of the total of MEPs are people of color – the number has gone down since Brexit. In Switzerland, the issue of representation is clear as stated recently on SRF Report.

Being an antiracist is not the same as “not racist”. "Anti-racism is an active and conscious effort to work against multidimensional aspects of racism” Georgetown African American studies professor Robert J. Patterson. A more recent voice is Dr. Ibram X. Kendi Director of the Antiracist Research and Policy Center author or “How to be Antiracist”. He expresses how antiracism policies yield racial equity, it is based on the idea that all racial groups are equal. Expressing support in action beyond only marketing slogans or campaigns is crucial in these times. He notes: “But to understand what an anti-racist is, one must also understand what an anti-racist is not: a non-racist. There is no such thing as a non-racist, Kendi writes because it signifies neutrality. "One endorses either the idea of a racial hierarchy as racist or racial equality as an anti-racist," he says. "One either believes problems are rooted in groups of people, as a racist or locates the roots of problems in power and policies, as an anti-racist. One either allows racial inequities to persevere, as a racist, or confronts racial inequities, as an anti-racist."

How brands and leaders can speak in ways that matter

Consumers are not easily tricked these days. Customers want to see and feel that black lives matter to brands before demonstrations get to the streets and before these tragic events take place. Brands who have always stood for diversity are being consistent, brands that have never made a statement in this regard are having a hard time convincing their consumers when they do stand a new stand.

Questions that can help your organization and your brand examine actions:

• Is my brand representing minorities equally in mid/senior and C-suite levels in the org chart?
• Is my brand-building equity with this community? For example, investing VC money in black-led-companies and start-ups?
• Is my company walking the talk and create a real inclusive work environment? How do I know it works?
• Are my company and brand using resources and its platform to support the community in ways that amplify impact and echo their values?
• Am I measuring representation in real numbers at all levels? What’s not measured can hardly improve.

What to do.

Brands, companies, and ultimately leaders may not have it all figured out, but this is a moment to learn and act, walk and talk and talk the walk.

Value clarification. Leaders need to think through exactly where they stand as a company, their value system. When a national or international event happens, they don’t need to call for an emergency meeting to decide whether or not to “give a knee”, or make a statement. Unfortunately, we see some brands putting out a statement for the sake of being in the conversation, while in fact they are known for not caring about these values or their employees. Their campaigns look inauthentic and opportunistic. That is no longer sustainable.

Nike’s brand is not perfect at all, though Nike has consistently and historically shown it values diversity. Its statements and actions show they do care for racial policies, representation, and they invest in diversity and minorities. No one's surprised about their stance today on this issue.

Listen before doing. Before lecturing or issuing statements and ideas, your company and its leaders need to listen. Listen. That means digging in with the community, consumers, and organizers / and employees to figure out how your brand can contribute, what is needed, and how to learn and ultimately create a positive impact. 

Tackle our own racial bias.  Bias about race, whether conscious or unconscious, can affect how businesses operate in their hiring practices. Understand how racial prejudice may be affecting your decision-making without you even realizing. To learn about your own implicit bias and make better decisions try this out, it's a well-known tool by Harvard The Implicit Bias Test

Your people come first. Leaders in companies should communicate with their employees first and foremost. In these moments, good leaders need to figure out how this situation is felt and lived by their employees, especially among minorities. Know their views, create a framework that allows safe conversations within the company. Figure out how to become the allies they need so they know the company and leaders/colleagues have their backs.

Money matters.  Many companies decide to donate and financially support associations and entities that support the BLM movement and networks. In addition to evaluating how “fair trade” practices are observed in their supply chain and among their partners. For your company, at this stage, it can be a great time to re-evaluate partnerships through the lens of #BlackLivesMatter. Other organizations have opted for donations, and other resources to help support this movement. Companies that decide to walk the talk start reconsidering their partnership and investment to make sure their partners also share their values (known case is the so-called “Mohrenkopf” sweets that #Migros and #Coop took away from their stores because the product name is considered by many customers to be a racist name. They did it, they are heavily criticized though as the great Swiss brands they are, they are simply “walking the talk”. Even if it means to lose at first some potential market share, they know it is the difference between doing the right thing or the popular/profitable thing. Now it is a matter of elevating this discussion in Switzerland from a candy name to how to eliminate racism in society at large (from schools to the streets to board rooms).

Invest in the future. Prevention is always less expensive than intervention. An important outcome of initiatives to reduce and prevent racism is the prevention of harassment, violence, and crime and therefore an increase of public safety. When a company tackles discrimination practices (even micro-aggressions) is better than to wait for law-suits, low productivity, low employee engagement, discrimination cases, headlines on the news because of bad practices, etc. 

Review all policies. The implementation of strategically integrated policies and their practical application (using data and stats) can be eye-opening. From pay-gap to promotions and succession plans, they are all opportunities to review and assess.

Unconscious bias and effective diverse teams as task force. When unconscious bias training programs are executed well and ongoing basis, they have a positive long-term effect creating real inclusive workplaces. Your diversity and inclusion (DI) task force can be effective if they are truly racially and gender diverse, this is one of the more overlooked aspects.

Be future-ready: Consistency between business and values will be even more crucial in the future. Generation shifts are expected: in 2025, three-quarters of all the global workforce will be millennial, along with their own set of values. Yubo (a popular App for young users) polled almost 40’000 Gen Zers (those ages 13 to 25) and found that 88% support Black Lives Matter. It is a new world, isn’t it?

Lastly, no stance is a stance. In a #BlackLivesMatter era, remaining silent is not enough to convince stakeholders and customers/employees that a brand or company supports good values. Neutrality and silence are no longer enough. This might make many shake their heads, though these are different times. If a company is having a hard time taking a clear stand in these times, they should remember their consumer base is changing and adapting is key. Today it is key to do both, TALK the walk and walk the talk. 

by Gabriela Mueller Mendoza Coach Speaker Strategist - Diversity and Inclusion Specialist / Communications and Leadership Professional Coach

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