How Brands Are Responding to the Black Lives Matter Movement

From Netflix to Nike, these companies are doing it right

When COVID-19 hit, brands quickly stepped up to comfort Americans. They poured their resources into marketing campaigns to let people know they were there for them. They wanted to ensure customers felt safe and kept coming back.

Protests and demonstrations continue to erupt across the United States over George Floyd’s death. Police brutality against African Americans is not something new. When black Americans die from police brutality, silence from corporations shows where their true values lie.

The younger generations have high expectations for brands. They support businesses that align with their values. And what they want is the end of systemic racism.

It’s important to understand which brands take action and which remain silent. These four brands have taken matters in their own hands by responding to the greater #BlackLivesMatter issue.

Netflix

Netflix posted this tweet on Saturday, taking a position on the #BlackLivesMatter movement. Instead of being silent to the matter, Netflix reassured its followers that the company has a duty to the black community. Companies often try to avoid conflict or take polarizing stances. Not only is Netflix unafraid to voice its position, but the company also calls out those who remain silent.

Nike

Nike released this video across their social media accounts on Friday. The message is pretty clear: “For once, Don’t Do It. Don’t pretend there’s not a problem in America. Don’t turn your back on racism.” The video continues for one minute, playing on the company’s famous slogan, “Just Do It.”

Nike has a longstanding history of standing up against racism, as evident in its partnership with American Football player, Colin Kaepernick. Colin sacrificed his career to fight racism and appeared in multiple marketing campaigns with Nike.

Nike’s top competitor, Adidias, reshared the video on Twitter and commented: “Together is how we move forward. ⁣ Together is how we make change.” The stance these two companies take show that the problem with racism is one bigger than a business rivalry.

Glossier

Glossier posted this Instagram to show their dedication to the black community. The company plans to donate $500K to organizations focused on combating racial injustice and in addition, another $500K to the beauty industry to support black beauty businesses. This shows Glossier’s commitment to change. The company utilizes its voice to reassure people that they are there for them during times of need.

Ben & Jerry’s

Four years ago, Ben & Jerry’s released a blog post after protests erupted in Ferguson due to the fatal shooting of Michael Brown. The company released this statement in 2016, which is relevant to this day.

It’s been hard to watch the list of unarmed Black Americans killed by law enforcement officers grow longer and longer. We understand that numerous Black Americans and white Americans have profoundly different experiences and outcomes with law enforcement and the criminal justice system. That’s why it’s become clear to us at Ben & Jerry’s that we have a moral obligation to take a stand now for justice and for Black lives.

In the tweet below, Ben &Jerry’s reminded everyone that the company continues to support the #BlackLivesMatter movement. The company continues to fight against systemic racism, police brutality, and the devaluation of Black lives in America. Last year, Ben & Jerry’s partnered with Lush to bail black mothers out of jail. Who knew an ice cream brand could potentially become the forefront of black activism?

Final Thoughts

A marketing professor from the University of Pennsylvania stated that speaking out on social issues is a calculated decision. It is a form of “values and identity-targeted marketing” (Americus Reed). It’s imperative for companies to align their values with what customers care about. This creates a deeper connection with customers.

Brands are often afraid to voice polarizing opinions. However, people want brands to stand up for ideas that matter, like the Black Lives Movement. The younger generations' expectations for brands go beyond a good product or service. They want more than just words; they want brands to do something measurable. The younger generation hold brands accountable and support corporations whose values align with theirs.

Therefore, it's important for brands to not only take a stance but to also take action. Brand image and messaging will portray company values to consumers. Action will become far more important than sympathy alone.