Following the horrific death of George Floyd, which sparked protests not only in the U.S. but around the world, countless influencers and celebrities spoke out across social media and online platforms to fight racism and support the Black Lives Matter movement.
While some brands may be reluctant to enter political discussions, the state of race, racial violence, and police brutality in America is more than politics. And your consumers and employees care deeply about combating violence and racism.
One brand that continues to demonstrate bravery when it comes to addressing race relations is Nike, who released a new ad across its digital channels. The ad featured plain white text over a black screen stating:
— Nike (@Nike) May 29, 2020
For once, don’t do it.
Don’t pretend there’s not a problem in America.
Don’t turn your back on racism.
Don’t accept innocent lives being taken from us.
Don’t make any more excuses.
Don’t think this doesn’t affect you.
Don’t sit back and be silent.
Don’t think you can’t be part of the change.
Let’s all be part of the change.
Nike doesn’t shy away from taking a stand on issues of race, evident from their Colin Kaepernick ad in Sept. 2018. There were many other brands that made statements on social media in response to the tragedy, including the NFL, Netflix, and Ben & Jerry’s, to name a few. Following its original May 30 post, Netflix shared the following on June 10, letting followers know of its intention to highlight Black storytelling:
When you log onto Netflix today, you will see a carefully curated list of titles that only begin to tell the complex and layered stories about racial injustice and Blackness in America. https://t.co/dN6XQmsrGK pic.twitter.com/3CIrrno6mw
— Netflix (@netflix) June 10, 2020
To our black community members, employees, customers, colleagues, and friends: We see you, stand with you, and are pledging $1 million to organizations and initiatives focused on combating systemic racism. pic.twitter.com/fs5IAM3PeO
— Warby Parker (@WarbyParker) June 1, 2020
Standing up and addressing societal issues isn’t a new concept in marketing. Marketing leaders have been talking about and advising brands to be brave and bold for years. But there are still some brands too hesitant to speak out and take action. Why?
You don’t need significant resources to communicate your support and condolences, but you must be genuine and authentic in however you share your message. Accept that you can’t please everyone and there will be critics, but sharing your support and values is important. When speaking out about social issues, consider the following:
- Talk to your employees: Use internal channels to reach employees and initiate a two-way conversation.
- Think about the appropriate channels: Social media can be an ideal place to join the dialogue, but you may have a good reason to email your subscribers.
And where it’s possible, find ways to align with a cause that complements your brand’s values and focuses on supporting racial and social justice.
Consumers and employees want to know that brands are paying attention and will not tolerate inequality, violence, and prejudice. Now is the time to make a statement and help facilitate change.