Do you trust brands' promises to fight racial injustice? | The Tylt

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Do you trust brands' promises to fight racial injustice?
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#TrustBrandsPromises

As the New York Times' Tiffany Hsu puts it, brands from Nike to Ben & Jerry's are posting on social media to indicate their support for the Black Lives Matter movement. Here are just a few examples: 

Mark Mason, the chief financial officer of Citigroup, wrote a public blog post on the company’s website that repeated Mr. Floyd’s pleas to the white officer kneeling on his neck: “I can’t breathe.” The advertising agency 72andSunny wrote on Instagram that “white people need to start carrying this burden” of combating racism. Reebok said in a message to “the black community” that it “stands in solidarity with you,” telling its social media followers: “We are not asking you to buy our shoes. We are asking you to walk in someone else’s."

Corporations are increasingly held accountable by consumers who want to see brands not only take a stance on social issues, but to act. Hsu refers to Americus Reed, marketing professor at the Wharton School at the University of Pennsylvania, on the topic. According to Reed: 

“There’s a general trend toward executives in the C-suite being called out and pressure-tested by consumers who want to know where they stand — there’s an opportunity to differentiate not just on function, on what’s a better mousetrap, but on values,” he said. “It’s smart — they’re taking a stand, hopefully, because it’s moral, but also because they understand the long-term economic game.”
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But if words of support are not backed up by actions, they only contribute to the problem at hand. Everyone, brands included, must take time to recognize how they have perpetuated racism and injustice. They must then follow up that reflection with actions to prevent doing so in the future. 

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Want to help fight against racism and police brutality? Check out some of the organizations on this list and consider making a donation. 

In addition to sharing your opinion by voting, we want to hear directly from YOU. Click below to submit a short video telling us what you think. How should brands respond? Are they acting too late? How can brands back up their words with action? Let us know what you think, and we will share your responses with our audience! 

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Do you trust brands' promises to fight racial injustice?
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