Today’s viewpoing is by MABR student Ashleigh Maier
This year has been a rollercoaster of events and emotions, especially in regard to systemic racism in the United States. I’ve found myself picking up books to better understand racial issues, reading more pieces written by BIPOC writers, and critically thinking about my privilege and contribution to a society that has never been equitable.
All of this to say that much of this content has made me uncomfortable in the most effective way possible. Recently, I’ve been thinking about brands like Beats by Dre who have leveraged this discomfort to both create powerful ads about the Black experience, and showcase Black voices such as directors Lena Waithe and Melina Matsoukas. In this ad specifically (titled “You Love Me”), the narration “speaks to bigotry and social injustice, challenging viewers to ask themselves howt hey can be so enamored of Black culture and yet ‘hate us so deeply.’” It addresses the critical idea of how white people can reap certain benefits of Black culture, but not have to suffer any of the negative societal constructs and consequences of being born with a different color of skin.
Beats by Dre isn’t the only company I’ve seen address these issues, with companies like Nike and Procter & Gamble creating campaigns as well. In the past, it seemed “good enough” to be better about diverse representation in ads, but in the last six months, it doesn’t seem like that’s enough anymore (and never should have been). It’s important to address racial issues head on in order to help people understand the magnitude of the problem. While it’s not the responsibility of BIPOC folks to educate white people about racial issues, ads such as “You Love Me” createa stage for activism that can feature those willing to tell their stories.Large companies have a platform to stand on, and the power to influence the development of new perspectives and decisions made by consumers. In the past, many companies have chosen to stay silent. But since the next generation is significantly more interested in the social responsibility of organizations, it’s time to hold them accountable for speaking up and out about their values, even those not at the forefront of their mission.