There's no pill you can take: Systemic racism and the path forward for brands
On May 25th, when George Floyd was willfully suffocated at the hands of the Minneapolis police, something snapped in many—not all, but a lot—of us worldwide. This particular murder was emblematic of the injustices Black people have faced in the U.S. for more than 400 years and continue to face today.
As protests continue, CEOs and brands have rushed to make immediate public statements, lest erring on the side of omission. Some of them have been well-received (Ben & Jerry’s vowing, in succinct terms, to “dismantle white supremacy.”) Some of them have been met with scorn (the NFL’s tone-deaf role reversal following years of peaceful protests from Black players).
Many of these statements have been met with calls to put action behind an immediate reaction. There are critiques of opportunism. Some say brands are leaning too far out on a limb in the interest of pushing product. And, in a related critique, others say white allies are overtalking in the interest of virtue signaling.
What cannot be denied: The tide toward social activism for brands—one we’ve observed for many years—is coming to shore. And, importantly, it’s here to stay. Not only are consumers demanding immediate action, they are also looking for a sustained movement in how brands think and communicate.
According to our latest pulse poll on Trust, released today:
- 60 percent of Americans say that brands must take a stand and publicly speak out on racial injustice.
- 60 percent of Americans say that they will buy or boycott based on a brand’s response to the current protests.
- Young people—18-34-year-olds—are leading the charge, with 78 percent of respondents saying that a brand must speak out.
- Nearly 2/3 of respondents say that brands need to reflect the full diversity of the country in their communications
- And the moment is intersectional, with increased support coming from Asian Americans and Latinx individuals.
For brands and their corporate parents, there is no pill you can take, no one-size-fits-all. This is hard, complex, varied. 63% say brands just making a statement without action could come across as exploitative and opportunistic. And 60% say brands need to invest in addressing the root causes of inequality—a massive call to action for the private sector.
The reality: You can’t fix in a month what’s been happening for centuries. But brands must step up to this universal demand for change. Our research shows that brands who lean into this moment are far more likely to gain trust than to lose it. Remember:
- If you haven’t earned the right to join this conversation, it’s never too late.
- Your actions must be true to yourself, your values, your culture.
- One statement, one action will likely not be enough.
This is a moment, but it’s not just a moment in time. It begins what will likely be a sustained and systemic shift by companies and brands, in partnership with their employees and consumers. Those in it for the long haul will reap the benefits of moral and social justice, more devoted consumers, and peace of mind.
Lisa Ross is the Chief Operating Officer of Edelman U.S.
Transformative Project Manager: Empowering People, Optimizing Systems
4 年Hey! Checkout www.thegreenlist2020.com! A platform designed to highlight which brands are stepping up and which are falling short.?
Founder - President
4 年I benefited from affirmative action in the 70's. The struggle into jobs not traditionally held by people of color was difficult. Thankfully I had mentors along the way. I know too well about the racial divide in corporate America.. That's why I wrote this song. Divided to United. #dividedtounited. Stand up and unite as one. We are better together. https://youtube.com/watch?v=LmvwiX
Enterprise Account Manager at First Impulse, Inc.
4 年Lisa, thank you for sharing your research and your thoughts on corporations joining the fight to end racial violence and racial inequality in our country. One thing bothers me as I see and hear corporations speak out in support of our African American community. I don't hear corporations saying much at all about creating new jobs and opportunity in our communities that are predominantly African American. It seems like corporations could provide the most benefit to African Americans by putting their money where their mouth is and bringing good jobs now when so many people are in need of good, stable employment. I'm not saying that corporations shouldn't speak out against racial violence and injustice. They should. But actions speak louder than words. Always. Our country needs real, sustained, focused effort to end racial violence and inequality. Wouldn't it be a good start and a good gesture on the part of corporate America to proactively work to bring jobs and opportunity to our predominantly African American communities? We need more meaningful help from corporations because "pretty words" posted on social media can only go so far in ending racially motivated violence and economic inequality.
Extrapolating from Trends and Pointing out the Obvious when on LinkedIn
4 年Big Tech is hiring Southern Asians instead for the sole reason that they can treat these persons as indentured servants. Racism is showing up in so many forms and this is just one more! AND! It's the usual suspects.. Exactly who is in charge of the hiring at these firms? Who forms the boards of these firms? Who are the CEO's? So "Minority" leaders need to start asking these firms directly why the "donations" instead of hiring? Why the cute "marketing" campaigns versus actual steps? Why are these tech companies IMPORTING Low Cost Resources from 1000's of miles away versus hiring minorities? Are these firms willing to say that Southern Asians are "better" at IT and Administration than US Minorities? Are these firms willing to say that US Minorities don't want to take on these high paying jobs like other firms say "Americans" won't pick fruit?