Overview
As protests and unrest have taken over the U.S. and other parts of the world - brands rushed to speak out and align themselves with anti-racism.
We’ve gathered 100 + examples of brands responding to the Black Lives Matter movement. We’ve highlighted their responses, their actions and some reactions.
Table of Contents
Themes
Ways in the right direction
Invest in Action
Vague solidarity statements are not enough. Donations & education are key brand actions. And companies must go further than some kind of charity.
Example: Glossier
Ritualize Commitments
Go beyond one-time commitments. Go beyond culture jacking or newsjacking. Identify opportunities to create sustainable and long term tangible solutions.
Example: Ben & Jerry’s
Outline Internal Policies
Showcase the internal policy changes being made. Start by making diversity statistics public. This level of transparency is needed to understand a brand’s action.
Pause & Re-Evaluate Role
Take audit of your company and brand. Reschedule events, halt product announcement, marketing plans and conferences, so as not to dilute social justice message and efforts. Additionally pivot to amplifying other voices and playing the role of educator / curator. Example: Lego, Viacom CBS
A few brands combined strategies to make meaningful impact and declare solidarity with
the Black Lives Matter movement and fight against racial injustice.
Watchouts to consider
Brands have been criticized for falling short in speaking out on Black Lives Matter.
Seeking Participation Trophies
Feel-good statements in search for credit for weighing in on the conversation doesn’t serve the community, the company or the brand.
Refrain from jumping on the bandwagon. Examine and ensure brand purpose alignment and actionable solutions.
Homogenous Wallpaper
From “We’re in this Together” creative at the onset of Covid-19, to now black and white branded messages - it all looks the same. It’s hard to stand out when it looks like a template corporate statement.
Empty & vague platitudes
Language matters. Not acknowledging the “Black community” or “Black Lives Matter” or “anti-racism” only communicates the brand is unclear on where it stands, trivializes the matter, and is resistant in tackling the social change head on.
Lack of self-awareness
At a brand level, ignoring a brand’s controversial past and engaging in hypocritical behavior devalues the message and intent. At a business level, ignoring reform internal infrastructure, policy and processes feeds into corporate hypocrisy.
No roadmap for change
Being quick to act and serve lip service in effort to be a part of the zeitgeist and centering the brand, isn’t a strategy. It raises more questions than answers. It brings into question a brand’s social credibility and allyship.
Retail
Nike
The Message: Nike is no stranger to creative grandstanding. The company mobilized quickly to debut a one minute spot showcasing the inversion of its “Just Do It” slogan. Nike weighed in by inspiring those in disbelief into action.
The Action:
The Reaction: Nike was called out for corporate hypocrisy.
Adidas
The Message: At the start of the protests, Adidas quickly joined Nike in their “Don’t Do It” message as a way to show solidarity with a competitor and take part in the conversation. Days later Adidas released their own statement of solidarity.
The Action:
The Reaction: Some Adidas followers praised the sportswear retailer, while others called out its use of vague aphorisms and lack of action.
Source: Twitter
Nordstrom
The Message: Nordstrom tweeted a video that is part of its “Courageous Conversation” forums set up by its own Black Employee Network. By leaning on existing DEI content Nordstrom managed to amplify the company’s solidarity with the Black Lives Matter movement.
The Action: None
Reebok
The Message: Reebok showed support to the Black community with an empathetic and solidarity focused message. The company fell short of explicitly calling out the movement, sharing resources, and clearly communicating how the company aims to challenge the status quo.
The Action:
The Reaction: Reebok was questioned for resources and action plans to help combat social issue.
Levis
The Message: The Levis company took a serialized approach in lending support and taking a political stance with its call-to-action to “use your voice” this upcoming election. Levis shared a series of quotes from the company’s senior leadership executives on the matter.
The Action:
Source: Instagram
Fila
The Message: Fila acknowledged the Black community and declared its solidarity to the Black Lives Matter movement.
The Action: A pledge to donate $100k. The company is currently using Instagram Stories to amplify BLM resources and educational content.
Source: Twitter
Everlane
The Message: Everlane utilized its Instagram platform to educate and prompt its following to take action in solidarity.
The Action:
Source: Instagram
Vans
The Message: Vans issued a statement on its social channels and website. The statement is an expression sympathy and support for the injustice and racism some of its employees experience.
The Action: None
Source: Twitter
New Balance
The Message: New Balance voiced its solidarity in demanding justice for the death of George Floyd and others.
The Action:
The Reaction: New Balance was called out for its political alliance.
Source: Twitter
Puma
The Message: Puma voiced its support in demanding justice for George Floyd.
The Action: Donated undisclosed amount to the Minnesota Freedom Fund. They also aimed to inspire their followers to donate to the same organization.
Source: Twitter
Target
The Message: Target CEO Brian Cornell made a statement voicing empathy for recent and past victims. They also “vowed to face pain with purpose.”
The Action:
The Reaction: Target was called out to re-examine its internal infrastructure and policies. �
Outdoor Voices
The Message: Outdoor Voices borrowed a page from Nike and used an inverted version of their company name in their solidarity message. Outdoor Voices urged its followers to take action and break their silence.
The Action:
Source: Instagram
Under Armour
Etsy
The Message: Etsy used their social media channels to express its solidarity with communities in anguish and Black community.
The Action:
Source: Instagram
Lego
The Message: The toy company took to its social channels to stand in solidarity with the Black community in fighting against racism. The company acknowledges the need for more action.
The Action:
The Reaction: Lego was praised for investing in action & pausing its marketing plans
Source: Twitter
Warby Parker
The Message: Warby Parker posted on social media their solidarity stating,
“To our black community members, employees, customers, colleagues, and friends.
We see you, stand with you.”
The Action: Pledged $1 Million donation to organizations and initiatives focused on combating systemic racism.
Source: Instagram
Jordan
The Message: The Jordan brand and Michael Jordan issued a statement stating their solidarity with the Black community and the Black Lives Matter. It went further to vow to protect and improve the lives of Black people.
The Action: Pledged to donate $100 million over the next 10 years to organizations dedicated to ensuring racial equality, social justice and greater access to education.
The Reaction: The Jordan brand received mix reactions from its followers - criticized for alienating white audiences & praised for taking a concrete stance.
Technology
Apple
The Message: In an email to employees, Apple CEO Tim Cook wrote: �
“At Apple, our mission has and always will be to create technology that empowers people to change the world for the better.... To create change, we have to reexamine our own views and actions in light of a pain that is deeply felt but too often ignored. Issues of human dignity will not abide standing on the sidelines."
The Action: For the month of June, the company will match employee donations and a commitment to a variety of groups.
Source: Company memo via email
The Message: The platform rolled out nods to the Black Lives Matter movement on its profile as protests and police brutality took over the country.
The Action:
The Reaction: Twitter was praised for investing in action.
Source: Twitter
TikTok
The Message: TikTok US said it stands with the Black community and its commitment to diversity & inclusion on its platform. This note came a day after the company admitted that a software bug made it appear as videos with the #BlackLivesMatter hashtag were unable to be viewed.
The Action:
Source: Twitter
The Message: Google’s CEO shared the company’s support for racial equality and the Black community. Since its initial message at the start of the protests, Google has issued another statement outlining its commitment to racial equity.
The Action:
The Message: Instagram took to its own platform to share solidarity against racism, Black community and recent / past victims of police brutality and racial injustice. Since it’s initial response, Instagram has rolled new product features to help support the Black community.
The Action:
Source: Instagram
Intel
The Message: The chipmaker tech giant’s CEO Bob Swan sent a memo to Intel employees. �
“Black lives matter. Period. While racism can look very different around the world, one thing that does not look different is that racism of any kind will not be tolerated here at Intel or in our communities..."I know I speak for the leadership team, our board of directors and our employees around the globe when I say: We are here for you...Together we will get through this. Together we will change the world and enrich the lives of EVERY person on Earth."
The Action: Pledged $1 Million to anti-racism and social justice groups.
Source: Website
Uber
The Message: Uber retweeted a tweet from its CEO stating solidarity and support for the Black community and peaceful protesters against racism.
The Action:
Source: Twitter
Lyft
The Message: Lyft Co-Founders shared a note with employees, Lyft users and drivers. The ride app acknowledged the recent victims and previous ones. The statement also urged its members to speak up and be solutions oriented.
The Action: $500k ride credit to national civil rights organizations
Source: Website & Email
The Message: CEO Mark Zuckerberg issued a statement acknowledging the inequality in the country. He also defended the decision to take no action on President Donald Trump’s “when the looting starts, the shooting starts” Facebook post. Since Zuckerberg’s initial response, he followed up with a message to review existing products.
The Action:
The Reaction: Widely criticized. Employees staged a “virtual walkout”, circulated petitions, resigned and a number of employees publicly expressed unhappiness with the company.
Source: Facebook Memo 1, Memo 2
Airbnb
The Message: Airbnb expressed solidarity statement with the Black Lives Matter movement via a 15 second text only spot across its social channels. It also shared message and resource guide via email to Airbnb users & hosts.
The Action: They donated $500k to NAACP and Black Lives Matter Foundation, and matched employee donations to both groups. They also shared an “Activism and Allyship” guide prepared by the company’s Black Employee Resource Group.
The Reaction: Airbnb was called out for corporate hypocrisy and pandering by its followers
Nextdoor
The Message: Nextdoor app has been subject to continued controversy over the years for encouraging racial profiling and racist behavior. Soon after the protests and rebellions started, Nextdoor boasted their alliance to those doing anti-racist work. A good example of a brand lacking self awareness.
The Action: None
The Reaction: Nextdoor was called out for corporate hypocrisy and censorship
Source: Twitter
Youtube
The Message: YouTube shared its support and solidarity against racism.
The Action: Pledge $1 Million to fight racial injustice. It is unclear the recipient organizations of YouTube donations.
Source: Twitter
Amazon
The Message: Amazon tweeted an empathic message acknowledging the racial injustice against Black people and supporting protesters.
The Action: None
The Reaction: Amazon was called out for corporate hypocrisy and controversial internal policies & practices
Source: Twitter
Microsoft
The Message: Microsoft shared a statement from its Chief People Officer & EVP, Human Resources.
The Action:
The Reaction:
Beats by Dre
The Message: Beats by Dre shared a solidarity statement to its Instagram followers.
The Action: None
Source: Instagram
Snapchat
The Message: Snapchat shared a personal note from its CEO, Evan Spiegel, on it’s website. The statement included an apology for being silent in the past, acknowledgement of privilege, empathy for protesters and rioters, acknowledgement our country’s racist beginnings, vow to prioritize people over business, and called for reparations for the Black community.
The Action:
The Reaction: Mixed criticism for taking concrete action and potentially engaging in voter suppression.
The Message: LinkedIn took to its own platform to announce its solidarity with its colleagues and the Black community. They even borrowed cues from Covid-19 narrative, “we’re in this together.”
The Action:
The Reaction: The virtual town hall backfired with racist and hateful speech from anonymous employees.
Source: LinkedIn
IBM
The Message: IBM expressed solidarity with the Black community and ensuring racial equality.
The Action:
Source: Twitter, Instagram & Website
Slack
Finance
Citibank
The Message: CFO of Citibank Mark Mason issued a statement expressing sympathy and empathy for the injustice Black Americans face. His statement urged everyone to speak up against racism.
The Action: CFO pledged personal donations to organizations: NAACP Legal Defense and Educational Fund, Advancement Project, and Color of Change.
Source: Website
Western Union
The Message: Western Union came out with a note from their CEO Hikmet Ersek stating that they share the pain and outrage over the long-standing racial injustice.
The Action: None
Source: Twitter
Robinhood
The Message: Robinhood stand in solidarity with everyone fighting racism.
The Action: They have donated $500K to the NAACP Legal Defense Fund. They have also changed their avatar.
Source: Twitter
Betterment
The Message: Betterment CEO Jonathan Stein wrote a blog post and tweeted an announcement that Betterment will not stand for the unequal treatment of people of color in our company, in our communities, or in our country.
The Action: They are compiling a list of organizations that are fighting racial injustices and will be matching employee contributions to these organization up to $500.
Source: Twitter
Acorns
The Message: Acorns have announced that they stand in support of fighting racism & injustice. They voiced their support for George Floyd and his family.
The Action: Pledged a donation to George Floyd’s Estate GoFundMe.
Source: Twitter
Square
The Message: Square changed their logo and explained that the image in the logo above is the logo of the Black Squares Association (BSA), one of our employee resource groups.
“We shared it here to raise awareness of its members, their work, and our collective cause of fighting against systemic racism and injustice.”
The Action:
Goldman Sachs
The Message: The financial company took to Instagram to voice its support for organizations fighting against racial injustice. They also named the recent victims of police brutality and racial injustice.
The Action:
American Express
The Message: Amex’s initial response expressed a commitment to “standing up” for African American community. They followed up with statements on its website, and its social channels to share a broad stance on the combating racial injustice and ensuring an inclusive organization.
The Action:
Source: Instagram, Twitter & Website
Entertainment & Media
#TheShowMustBePaused
The Message: Two members from the music industry kicked off the #TheShowMustBePaused which on June 2nd music was turned off and it was used as a time to reflect and plan actions to support Black artists, Black creators, and Black communities.
They were joined by Columbia Records, Warner Music, Universal Music, Sony, Atlantic, Amazon Music, and Apple Music, Spotify.
The Action: Tuesday a lot of the streaming services stopped their music and used the day to play actions to support the community.
The Reaction: The initiative was called out for causing confusion to the larger movement
Source: Website
Disney
The Message: On Twitter they put out a message that they stand with the Black community.
The Action: Disney has since pledged $5 million to support nonprofit organizations that advance social justice, beginning with a $2 million donation to the NAACP.
Source: Twitter
Netflix
The Message: They put out a message that they had a duty to their Black members, employees, creators and talent to speak up and say Black Lives Matter.
The Action:
The Reaction: Praise for walking the talk, retooling the product and hiring Bozoma Saint John.
Nickelodeon
The Message: Nickelodeon tweeted “we are all part of the change #BlackLivesMatter”. Nickelodeon’s focus with this message appears to be the next generation.
The Action: Nickelodeon screened the Bill of Kids Rights and then went off air for 8 minutes and 46 seconds in support of justice, equality and human rights.
Spotify
The Message: Spotify in support of the Black community came out on social channels in support of Black Lives Matter.
The Action: Spotify has added an 8.46 moment of silence to playlists and their own podcasts.
In Australia, a “Black Lives Matter” carousel sits on the app’s homepage, linking to both Indigenous Australian playlists — Blak Australia, Deadly Beats — as well as their biggest playlists, blacked out.
The Reaction: Spotify received widespread criticism for not investing in actions and promoting silence
Source: Twitter & Spotify Blog
Twitch
The Message: On Twitter they had a statement in support of Black Lives Matter calling out the recent victims.
The Action: None
Source: Twitter
HBO
The Message: Changed their name to #BlackLivesMatter and also had a statement that they stand with Black actors, storytellers — and all affected by senseless violence.
The Action: None
Source: Twitter
TBS
Viacom CBS
The Message: Viacom said they stand in solidarity with the Black community and the Black Lives Matter movement.
The Action: #BlackOutTuesday, #ViacomCBS will be on pause as we reflect on recent events.
At on Tuesday 5 p.m. today, many of our #ViacomCBS brands went dark for 8 minutes and 46 seconds to commemorate victims of police brutality and racial injustice, like #GeorgeFloyd.
Source: Twitter
Warner Bros.
The Message: WB stood with the Black community in support of the Black Lives Matter movement.
The Action: The movie Just Mercy was released as a resource for learning more about the systemic racism that plagues our society was available to rent for free on digital platforms in the US during month of June.
Source: Twitter
Marvel
The Message: Marvel came out on Twitter to stand with the Black community against racism.
The Action: None
Source: Twitter
Amazon Prime Video
The Message: Across social media they stood with the Black community and Black Lives Matter movement to fight against racism.
The Action: None
Source: Twitter
STARZ
The Message: Starz stood in support with the Black community against racism they also pointed followers towards Color of Change and NAACP who are leading the fight for racial justice.
The Action: Amplify Color of Change and NAACP organizations.
Source: Twitter
Hulu
The Message: Hulu came out in support of the Black community and letting them know their solidarity.
The Action: None
Source: Twitter
Sony - PlayStation
The Message: Sony came out in solidarity with the protests and Black Lives Matter movement.
The Action:
Source: Twitter
The Message: MTV are standing with the #BlackLivesMatter movement and have come out with support, they have also given their followers things they can do to help bring change.
The Action: For 8 minutes and 46 seconds MTV went dark in tribute to George Floyd.
Source: Twitter & Spotify Blog
MTV
The Message: The beloved children’s program took to Instagram to express solidarity with the Black community. Sesame Street continues to double down on its longstanding commitment to diversity.
The Action:
Source: Instagram
Sesame Street
The Message: Warner Music Group took to Twitter & IG to say the names of the victims of police brutality and racial injustice.
The Action:
Source: Twitter, Instagram & Website
Warner Music Group
Gaming
The Message: EA has shown their support to stand with the Black community around BLM and making long term reform. �
The Action:
EA GAMES
Riot Games
The Message: Riot Games has made expressions of solidarity with the Black community.
The Action: Made donations into the Riot Games Social Impact Fund they will also be making donations to organisations focused on the key areas including and employee matching:�
Source: Twitter
The Message: Nintendo took to its social channels to voice its support and solidarity with the Black community. The company communicated its commitment to equity, diversity & inclusion.
The Action: None
Source: Twitter
Nintendo
The Message: Xbox voiced its support for the Black community and fighting against racism and injustice.
The Action: RT parent company’s tweet to help amplify Black voices.
Source: Twitter
XBox
Beauty & Health
ColourPop Cosmetics
The Message: ColourPop have turned their social platforms to promoting the #BlackLivesMatter movement.
The Action:
Source: Twitter
Sunday Riley
The Message: Sunday Riley shared a message on social media, having grown up both in Houston and attended the same school, in recognition of the level of discrimination, hatred, and brutality that is rampant across the entire United States.
The Action:
Source: Instagram
Source: Instagram
Lush Cosmetics
The Message: Lush Cosmetics took to its social channels and website to voice support and solidarity to Black.
The Action:
L’Oreal
The Message: Three years ago, L'Oréal parted ways with its first transgender ambassador Bergdorf after she spoke out about the racism surrounding Charlottesville’s 2017 Unite the Right rally, which left three dead and more injured. Today, L’Oreal supports the Black Lives Matter movement and fight for justice. L’Oreal has received a lot of backlash for their new stance.
The Action: None
The Reaction: L’Oreal received widespread backlash for their new stance and corporate hypocrisy.
Source: Instagram
Urban Decay
The Message: Urban Decay voiced its support via Instagram with a post that read, “Silence is not an option. Speak up.”
The Action: Pledge to donate an undisclosed amount to Minnesota Freedom Fund and Black Lives Matter, writing, “To all our black colleagues, friends, and community—we stand with you.”
Source: Instagram
Glossier
The Message: Glossier took to Instagram to share its commitment to the Black community and fight against systemic racism & white supremacy.
The Action:
The Reaction: Glossier was praised for investing in action with the largest beauty brand donation on par with tech companies.
Source: Instagram
Maybelline
The Message: Maybelline took to Instagram to share how it would be helping the cause.
Alongside a heart made of different skin tones—and foundation shades—the brand wrote, “At Maybelline we believe in inclusivity, equality and justice for all.
The Action: Pledge to donate undisclosed amount to NAACP.
Source: Instagram
Cocokind
The Message: Cocokind voiced its support in two Instagram posts in fighting against injustice.
The Action: Cocokind said they will be donating $10,000 to the ACLU accordingly.
The next day, the brand returned to Instagram to share a list of black-owned beauty businesses, asking its followers to “show up for, support, and provide the OPPORTUNITY to succeed.”
Source: Instagram
Koasa
The Message: Kosas shared its support for the Black community via Instagram.
The Action:
Source: Instagram
Anastasia Beverly Hills
The Message: Anastasia Beverly Hills posted on instagram, vowing to remain constant and vocal supporters of equality. They’ve also promised to use the platform and their privilege to amplify the voices of marginalized groups.
The Action:
Source: Instagram
Sephora
The Message: Sephora released an open letter expressing empathy and support to its employees and the Black community.
The Action:
The Reaction: Sephora was praised for investing in action and retooling its product to support the Black community
�Source: Instagram
Coty
The Message: Coty took to Instagram to share its partner sentiments in support of the Black community. There was no original message, concrete position or action plan.
The Action: None
The Reaction: Called out for not investing in action and for not outlining internal policies
Source: Instagram
Milk Makeup
The Message: Milk Makeup stands in solidarity with protesters and the Black Lives Matter movement. It also reiterated its mission for driving inclusivity.
The Action:
The Reaction: Praised for investing in action & transparency on infrastructure and internal policies.
Source: Instagram 1, 2, 3
Estée Lauder
The Message: Estée Lauder voiced solidarity with the Black community and the fight against racism. They shared a series of posts shedding light into its internal policies and acknowledging the need for more action.
The Action:
The Reaction: Estée Lauder was criticized by its followers for its political alliance and corporate hypocrisy.
Fashion
Eileen Fisher
The Message: Eileen Fisher shared an encouraging message to its followers to be a voice for the voiceless. The company used their voice by curating a Michelle Obama quote from her NY Times bestseller book “Becoming”.
The Action: None
Source: Instagram
Fashion Nova Men
The Message: Fashion Nova Men expressed sympathy for the death of George Floyd.
The Action:
Source: Instagram
Savage x Fenty
The Message: Rihanna’s lingerie brand Savage x Fenty posted a plea on Instagram calling for people to #PullUp and void to “put their money where mouth is” in solidarity.
The Action:
The Reaction: Savage x Fenty was praised for investing in action & hitting pause
Source: Instagram
Ganni
The Message: Gianni released a statement on social media stating they stand in solidarity with the Black Lives Matter Movement. They noted that there is a lot of work to do, but they are committed to do better and commit to continued action.
The Action:
Source: Instagram
Lululemon
The Message: Lululemon showcased its support for the Black Lives Matter movement and void to continue the conversation on the topic, saying “This is just the start.”
The Action:
The Reaction: Lululemon was widely criticized for corporate hypocrisy and ignoring reform to its internal infrastructure & policies
Source: Instagram
Luxury
Kith
The Message: KITH acknowledged the recent murders of Black Americans and systematic racism in America. The company used its platform and voice to build awareness and inspire action.
The Action: Showcase support for the larger movement with donation to the Minnesota Freedom Fund, the ACLU, the George Floyd Memorial Fund, I Run With Maud, and several more organizations.
The Reaction: Kith was praised by its community for investing in action.
Source: Instagram
Marc Jacobs
The Message: Marc Jacobs label posted a photograph on its Instagram account of the brand’s sign in Los Angeles, which had been crossed out with the names “Sandra Bland” and “George Floyd” written instead.
With the caption: ‘“A life cannot be replaced. Black lives matter.”��In an earlier Instagram post on his personal account, Jacobs wrote, “Never let them convince you that broken glass or property is violence...property can be replaced, human lives cannot,” in response to the lootings.
The Action: None
Source: Instagram
Ralph Lauren
The Message: Ralph Lauren issued a statement in support of the Black community and sympathy for what this community continues to experience in America.
The Action: None
The Reaction: Ralph Lauren was called out for its political alliance.
Source: Twitter
Burberry
The Message: Burberry used its Instagram platform to declare its allyship to the Black Lives Matter movement, commitment to speaking out about this issue, opposition to racism, and acknowledged the recent victims.
The Action: None
The Reaction: Burberry was called out for not investing in action.
Source: Instagram
Prada
Supreme
The Message: The luxury streetwear brand expressed support for justice seekers of recent and all victims of police brutality and racial injustice.
The Action: Pledge to donate $500k to Black Lives Matter, Equal Justice Initiative, Campaign Zero and Black Futures Lab.
Source: Instagram
Noah Clothing
The Message: The lux streetwear brand took to Instagram to share a message packed with empathy, self-reflection and frustration. Followed by the promotion of a new t-shirt in honor of George Floyd. And recently, the founders shared a public apology to their employees and Black community.
The Action:
The Reaction: Praised for taking accountability but desire for action.
Source: Instagram 1, 2, 3
Sports & Fitness
NFL
The Message: The NFL has actively prevented Colin Kaepernick from working because he peacefully protested police brutality. When the protests and rebellions began, the NFL co-opted the movement to tweet a statement highlighting their commitment to addressing systemic racism and acknowledging the recent victims.
The Action: None
The Reaction: The NFL was widely criticized for corporate hypocrisy, opportunistic response and lack of brand self awareness.
Source: Twitter
Peloton
The Message: An announcement from the CEO of the outrage at the events that have happened. ‘At Peloton, one of our core values is “Together We Go Far”. “Together We Go Far” means nothing without stating unequivocally that Black Lives Matter.’
The Action:
The Reaction: Peloton was praised by its community for investing in action.
Source: Peloton Site & Instagram
Nascar
The Message: Nascar took to its social channels to announce its commitment to promoting equality and inclusion. They also amplified their only Black driver, Bubba Wallace, and his BlackLivesMatter race car.
The Action: Nascar bans the confederate flag at its events and properties.
The Reaction: Outrage from many of its followers and threats to cancel Nascar.
Source: Instagram 1, 2, 3
Food & Restaurants
Ben & Jerry’s
The Message: Ben & Jerry’s has been supporting the Black Lives Matter movement for over 4 years. Unlike most companies and organizations, they are not taking half measures or trying to post a generic, meaningless corporate statement.
The Action:
Source: Ben & Jerry’s Site
Starbucks
The Message: Kevin Johnson, Starbucks CEO and President hosted a partner forum where they heard the stories from different members. They then posted a letter from their CEO on their website. A few days later, Starbucks updated its message to explicitly support Black Lives Matter.
The Action:
Source: Starbucks Site
McDonalds
The Message: McDonald’s President Joe Erlinger wrote a post on LinkedIn expressing the company’s commitment to inclusion, and its CEO said it would a town hall for US-based employees.
Later Mcdonald's released a 1-minute video to social media that begins with a list of names of George Floyd and others who have been killed. “They were all one of us,” red text reads on a yellow background.
The Action: McDonald’s later says that it is donating to the National Urban League and the NAACP however have not disclosed an amount.
Postmates
The Message: Postmates shared on its Instagram a letter from its CEO expressing empathy and a call for collective action. They reinforced their continued partnership with organizations against bigotry. They also named the recent victims of police brutality and racial injustice.
The Action:
Source: Instagram, Twitter, App, Email
PepsiCo
The Message: PepsiCo issued a company statement outlining next steps in its journey for racial equality. The company is taking a holistic approach to walk the talk and address the need for systemic change.
The Action:
Source: Website & Press Release
B2B
P&G�
The Message: P&G Chairman released a statement on the company’s site in solidarity with equal rights along with the initiatives they will be putting into place to support this social issue.
The Action: Procter & Gamble Co. today put $5 million as an initial contribution into a “Take On Race” fund that will support several existing organizations in North America.�
Source: Website
Cisco
The Message: Cisco voiced their solidarity to fight and dismantle systemic racism.
The Action: Announced $5 Million donation to NAACP, Color of Change, Black Lives Matter, Fighting Racism and Discrimination Fund and Equal Justice Initiative.
Source: Twitter
Salesforce
The Message: Salesforce took to its social channels to declare allyship to the Black community and solidarity in the fight against racism & violence.
The Action:
Verizon
The Message: CEO, Hans Vestberg has come out with a live speech and stated that ‘we cannot commit to the brand purpose of moving the world forward unless we're committed to helping ensure we move forward for everyone.’
The Action: Verizon will commit $10M to social justice groups, shared equally: NUL, NAACP, NAN, LCCR, the Rainbow Push Coalition, NCBCP and NAACP LDF. Verizon also paused its Pride campaign to support the BLM movement.�
Source: Twitter
The Wing �
The Message: The Wing, a co-working space for women, issued a statement via email to its community expressing empathy for communities of color and support for the protesters.
The Action:
Source: Email
Advertising Agencies
BBDO
The Message: BBDO NY & SF took to its regional social channels to participate in #BlackOutTuesday and encouraged its employees to observe a moment of silence of 8 min and 46 sec, as “read, listen, watch and reflect.” BBDO Worldwide finally broke its silence across its social channels with the announcement it will observe Juneteenth as a company wide holiday.
The Action:
The Reaction: Criticised for not tackling racism across its agency and for virtue signaling. �
Wieden & Kennedy
The Message: Two weeks after W+K shared its client (Nike “Don’t Do It”) work on their social channels in support of racial injustice, the agency came out swinging with a bold message declaring its stance “Black Lives Matter. The agency bluntly states that it will not work alongside clients, employees or partners who don’t support Black Lives Matter.
The Action: None
The Reaction: Praise for taking strong stance on the social issue. �
72andSunny
The Message: Advertising agency, 72andSunny voiced its solidarity with the BLM movement and hope for change. The agency acknowledged its shortcomings and declared a commitment to education and anti-racist practices as a way forward. The agency appears to take a human first approach and “agency” second.
The Action: Since their initial response, the agency has rolled out an educational series across the agency to discuss books, films, and podcasts about the Black experience. �
Droga5
360i
The Message: 360i have posted their commitments in solidarity to build a society that is fair and just for everyone.
The Action: 360i has committed to the following actions:
Big Spaceship
McKinney
The Message: The creative agency took to its website and social channels to voice empathy for the recent victims and solidarity with the Black community. The acknowledges more work to be done stating “While we’ve made progress across diversity, inclusion, and equity at McKinney, we have a long way to go.”
The Action: Amplify resources for aspiring allies for social justice across its social channels. �
180LA
The Message: The creative agency took to Instagram and expressed support for the Black community. It’s approach focused on amplifying the social issue and taking action.
The Action:
VaynerMedia
Ogilvy
The Message: Ogilvy advertising giant took to Twitter to express empathy and support in the fight against racial injustice and inequality.
The Action: Ogilvy has begun curating content from Black colleagues in its Associate Program.
The Reaction: Ogilvy was criticized for corporate hypocrisy �
Virtue Worldwide
AKQA
The Message: The agency took to its Instagram, Twitter and company website to voice its broad stance against discrimination. They released a text-only video (ala Nike) using quotes from prominent figures who’ve stood against discrimination. They also share a statistics filled written piece titled “Racism is Insidious. It can be defeated”.
The Action: The agency shared educational resources via its company website. Actionable next steps regarding its internal infrastructure and policies are unclear.
Source: Instagram, Twitter, Website
Goodby & Silverstein
The Message: The SF based advertising agency took to its social channels to express empathy, support the Black community. They also acknowledged the recent victims of police brutality and racial injustice. They showed support for #BlackOutTuesday.
The Action: The agency provided a link to Minnesota Freedom Fund organization encouraging followers to use their voice in the form of donations. It’s unclear if the agency itself invested in action or if they are re-examining internal policies and infrastructure.
Source: Instagram 1, Twitter, Website
The One Club for Creativity
The Message: The One Club for Creativity shared its solidarity with Black Lives Matter via a statement from its Board of Directors and Staff.
The Action:
The Reaction: Mixed reactions about the creative and demand for demographic makeup of its board of directors �
Argonaut
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