In the United States, major protests and sparked rage were triggered across the country after the death of George Floyd, a black man who was being arrested and killed in police custody last week. Demonstrations have gone global, calling for an end to police brutality and racial injustice. Brands from different industries have taken a stand through social media, in support of Black Lives Matter movement (#BlackLivesMatter).
Sports Brand – Nike & Adidas
Nike posted a video on Twitter to address the issue of racism, by saying “For once, don’t do it”. The play on its iconic slogan has earned over 230K views and 80K retweets. Adidas also shared the video, denoting both brands, which are competitors, work together to move forward and change.
Beauty Brand – Estée Lauder & Lancôme
Netizens expect quick reactions from brands, they would express disappointment to those who have (had) not spoken out yet. For instance, Estée Lauder & Lancôme made posts about the issue after receiving comments from netizens for asking to voice-out.
Jewelry Brand – Tiffany & Co.
The public also demands explicit statement from brands regarding police violence and tangible contributions. The post from Tiffany & Co., stating “We are one community and we #BelieveInLove”, did not seem to notably express support towards Black Lives Matter movement. Without addressing any core messages e.g. racism or equality, Tiffany & Co. received criticism for its vagueness. In response to the public perception, the brand published another post, with a black-and-white image and text, to explicitly convey their support towards the black community.
Luxury Brand – Coach & Tommy Hilfiger
People believe that “actions speak louder than words”. Apart from making statement on social media, Coach announced that they will be partnering with different entities to formulate a longer-term plan for addressing systemic inequality, while for Tommy Hilfiger, they will be making donations to organizations that support the movement against racism and social injustice.
Apple Music initiated #TheShowMustBePaused movement, by archiving all social media posts on Instagram, and asked viewers to pause for a moment to speak and act against racism and injustice. They also observed #BlackOutTuesday, where they only played music from Black artists.
Actions from other brands for reference:
Remarks: - The above list does not represent all brands which have expressed their supports to the black community. - Image source: Brands' social media platform including Facebook, Twitter and Instagram.
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