5 brands that took action for racial justice
As Public Relations students and professionals, we are sometimes encouraged to take the path of least resistance when commenting on political and social hot topics in order to prevent politicizing our brands. In today’s politically charged world, many consumers look toward powerful companies to evoke change for the causes they believe in. An increasing number of brands are joining the conversation on social movements and seeing the benefits of doing so.
Since the George Floyd incident and the Black Lives Matter movement, certain brands have really stood out, using their power and influence to shine a light on injustice and speak out against racism.
Nike
Nike took a stand against racial injustice with their viral “For once, Don’t Do It” video, which was intended as a play on their iconic “Just Do It” tagline. The video received over 15 million views on Instagram and encouraged viewers to acknowledge racism. They will donate $40 million over the next 4 years to support the black community. A long-time supporter of racial equality, Nike released a Black History Month shoe collection in 2019 and started the #UntilWeAllWin movement.
American Eagle Outfitters/Aerie
American Eagle and its women’s clothing and intimate apparel sub-brand, Aerie, pledged to donate $500,000 to the NAACP Legal Defense and Education Fund. They will also match associates who choose to donate up to $100,000. The brand is well known for having a diverse group of models of different races and sizes, and encourages body positivity for everyone.
Uber
This multinational ride-hailing and food delivery service believes everyone has the right to move freely, regardless of their skin color. Uber has helped to improve transportation equity over the last decade and will be donating $1 million to the Equal Justice Initiative and Center for Policing Equity. They’re also taking a stand by using Uber Eats to promote black-owned restaurants, with no delivery fees for the rest of the year, as well as offering discounted rides to black-owned small businesses who have been affected by COVID-19.
Lego
Lego has chosen to donate $4 million to organizations that support black children and educate all children about racial equality. They also decided to pause digital advertising on specific toy sets that feature police officers, firefighters, and the White House to avoid being seen as insensitive during this time.
Carhartt
The Michigan-based workwear company issued a statement denouncing racism and injustice. Carhartt believes words are nothing without action, and announced they are donating $200,000 to an organization called Grow Detroit's Young Talent. GDYT creates jobs and provides training and tools for over 8,000 young people in the community, giving them better access to opportunity. Carhartt also promoted the hashtag #BuildABetterWorld.
These are just a few brands that are committed to making impactful changes by supporting causes they find important! We can learn from these companies and analyze their strategies and actions. Being aware of various campaigns and educating ourselves about the companies we buy from is one way to get more involved in the movement.
About Sara:
Sara is a Junior at GVSU studying Health Communication with a minor in Business. This is her first semester as an account associate with GrandPR and she is excited to gain more experience with the firm. She has a passion for health and wellness PR as well as crisis communication. In her free time, you can find her hiking, biking, and exploring west Michigan!