Category: Black Lives Matter

Today’s viewpoint is from MABR student Yangyang Lin.

I was heartbroken and furious to see the protests and riots that happened in the nation in the midst of the pandemic, we are living in a racism pandemic. People lost their loved ones, families were broken, communities were scared, states were on lockdowns, and businesses were significantly affected by the pandemic-driven lockdowns. COVID-19 outbreak has a substantial impact on global economy and personal life, that will last long in our memories. The pain is personal, emotional, psychological, societal, economic and cultural, and it will leave scars.

The racial injustice issue is not the one that organizations or their leaders can ignore. Ben & Jerry’s ice-cream brand took a stand on systemic racism after the murder of George Floyd by inhumane police brutality in May, the statement from Ben & Jerry’s was comprehensive and direct, addressing the historical roots of discrimination in the United States and calling out systemic racism, while advocating specific policies to prevent further police abuses. Ben & Jerry’s ice-cream brand is authentic, courageous, empathetic, resilient, and committed to social goods.

Fortunately, we have observed that many companies including Nike, Netflix, Disney and Facebook have condemned racial injustice in recent days. It is deeply important for brands to take a stand on ending systemic racism and respond to racial injustice to earn or keep the trust, rather than staying silent, how a brand responds to the protests against racism has a big effect on consumers’ likelihood to purchase from the brand. The brands that put action behind their words right now are the ones that stand to build deeper bonds and loyalty among existing consumers, as well as win new business.

However, it is not enough for brands to issue a statement, share a hashtag or promote a one-time donation. Brands need to go beyond public statements to get specific about how they are supporting anti-racism causes and share what they are doing as a business to implement meaningful change. Brands must overcome consumer skepticism and take a concrete action to end systemic racism externally and internally. Anyone at any level of the organization, should take small steps to exercise greater compassion and initiate action that provides needed support and promotes racial justice for Black workers as well as others who are marginalized.

Racism is everyone’s problem because it erodes the fabric of society. Brands, use your power, platform, and resources to help employees and communities overcome these challenges and build a better world for us all. We are all in this together. All of us united.

Today’s viewpoint is by MABR student Alyssa Hinojosa.

Since the Black Lives Matter movement, I have seen how our media culture has been altered significantly. How light has been shed on issues that have been long overlooked or ignored by mainstream society. What has been interesting to watch is the reaction of brands since this movement. In media, news, and production, brands have been taking a stand and using their voice. Some correctly and with good direction, and others with ignorance and personal benefits behind their marketing.

From the media I have consumed and researched, there are a lot of brands who have a great amount of exposure across the world that have not taken the time to educate themselves or learn about the true message of the BLM movement. Its interpretation to a Mexican American woman (me): a little sprinkle of black people here and a little sprinkle of brown people there, make our brand seem like we are taking action on the issue, box checked.

I was talking to a friend who works at a small business in Southern California and we were talking about brands representation in their ads. She retold a story to me about how her marketing team was planning their marketing guide and someone said “We don’t have enough colored people represented in the graphics. Can we change the skin colors of some of the people in the photos?” I was beyond shocked. She explained how they never had mentioned the color of people’s skins in previous marketing guides, never talked about current climate (BLM movement), and never redid policy on a new inclusionary marketing strategy.

So, I have a request before brands speak about race or change their representation strategy of people in their ads, can you please do it genuinely?! Put your money where your mouth is, invest in local communities, get educated, and redesign policy within before speaking on the topic. It’s really hard to buy that you guys (brands) are sincere and authentic in your advertisements if you all of a sudden start incorporate a range of people only after you’ve been exposed about your practices of exclusionary representation!

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.