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Now more than ever, consumers are expecting to see their own values reflected in the brands they support. 69 percent of people ages thirteen to twenty-five say they want to see brands taking a stance on social justice issues, even if it creates controversy, and 58 percent think a company’s ads should reflect that stance.
Brands showing their support for social justice movements helps ease the stigma behind advocating for equality in our society. It’s become increasingly evident that consumers want to buy from companies that aren’t afraid to take a stand. After all, silence speaks volumes.
When Nike ran the Colin Kaepernick campaign, they saw a huge spike in sales — even when critics claimed they’d never buy from the brand ever again. This is just one example of many that shows that speaking out―proudly and without hesitation―pays off. Even so, it’s important that brands advocate for the right reasons and do so in a way that is productive, not performative.
This growing level of accountability that consumers now hold their favorite brands to means more brands are speaking out in the face of injustice and investing more into their PR and social media teams. Although some argue that companies should stay in their lane instead of speaking out about inequalities, it’s important that they show brand activism to increase the public’s awareness of social issues and hopefully set an example of performative vs. productive allyship.
As journalist Ernest Owens wrote in his piece this month in the Washington Post, I don’t need or want corporations celebrating Black History Month, brands that show the Black community they’re supported instead of telling them, are the ones that stand out.
We’ve picked a few brands that we see as doing more than just telling the Black community that this month and every month, their voices matter.
1. Nike―In 2020, Nike pledged $40 thousand towards ending systemic racism. It began by giving $1 million each to NAACP Empowerment Programs, the NAACP Legal Defense and Educational Fund, Inc. (LDF) and Black Girls CODE. These are a few of over 20 nonprofit organizations that will in total receive over $500 thousand from Nike.
2. Netflix―The streaming service donated $25 million to the Black Economic Development Initiative in 2020, and $10 million to Hope Credit Union in the form of a Transformational Deposit– helping Hope Credit Union provide affordable banking options to impoverished communities in the South.
3. Ben and Jerry’s does not shy away from letting its consumers know what its values are; the company website has a page titled values, with a section called “issues we care about.” The brand’s message on racial inequality reads as transparent and honest, a narrative that is continued in its podcast partnership with Vox called, Who We Are: A Chronicle of Racism in America.
As consumers, we must continue holding the brands we love accountable not just this month, but every month. We can also use our buying power to directly support and empower marginalized communities by donating to nonprofits or choosing to spend money at Black-owned businesses. To get you started, here are 22 Black-Led Nonprofits Making History.