What Companies Are Doing In Response To the BLM Movement
How to adapt and remain culturally relevant.
Brand, Voice, Marketing, Branding, persona, online, strategic planning, strategy, blog, advertising, social media, covid-19
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What Companies Are Doing In Response To the BLM Movement

What Companies Are Doing In Response To the BLM Movement

2020 has not been the year that we had expected. Wildfires hit Australia, and COVID-19 put the entire world in a global pandemic, just to name a few things that have happened in the last 6-7 months. These last couple months have also brought up different cultural issues that have impacted the United States; most notably, the Black Lives Matter protests that are taking place across the country in the weeks after George Floyd’s death. 

In the wake of the death of George Floyd, people are looking toward public figures, companies, and corporations to be able to relay information on how they are going to respond to the injustices that have gone on for so long, and what efforts they are going to take to try and stop these wrongdoings from happening in the future. Although we have a long way to go, there are some businesses that we feel are leading the charge to give justice to those who have been oppressed. 

One company that comes to mind specifically is Ben and Jerry’s. Ben and Jerry’s have never shied away from any social, political or moral issue that has gotten in the news media. Before these protests happened, they really put a huge emphasis on their products always being fair trade. Fair Trade, for those who do not know, is when a company provides adequate working conditions to protect the rights of the employees. An example of this is providing employees with fair wages.

In terms of what they are doing currently for the BLM movement, they are currently (as of 6/25) pausing all paid advertising on Facebook and Instagram to join the #StopHateForProfit campaign. This campaign, in a nutshell, is when companies’ like Ben and Jerry’s are not going to get ad revenue from paid advertising, so that social media platforms such as Instagram and Facebook stop amplifying racism and hate on the platform. They hope that with businesses standing in solidarity, that Facebook specifically can take action in reducing the spread of hate. One action being that they are promoting is an in-app mechanism that automatically removes all ads from content labeled as misinformation or hate. They hope that since Facebook gets 99% of their revenue from paid advertising, that this could make a significant impact, and that change for the better can occur. 

Another company that has vowed to create change is The North Face. The North Face, for those who don’t know, is an outdoor lifestyle company, selling anything from backpacks to jackets. They have taken many steps in the right direction to help the culture in the world, primarily in terms of environmental activism. One project that they are doing is called Clothes the Loop. This allows people to recycle the clothes that don’t fit them anymore to be reused for a different purpose. In return, the customer gets $10 off their next purchase of $100 or more. Since the start of this program, they’ve saved around 42,500 pounds of clothing from being dumped in landfills. 

The North Face is also taking huge steps to help the communities affected by these injustices. Recently, they just announced the first steps they are going to take, starting with donating $50,000 to the ACLU, who supports the steps taken to help police accountability and racial injustice. In addition to the ACLU, they’ve pledged to donate 25,000 to Outdoor Afro, a company that helps black people to be able to learn about nature, create connections and gain leadership skills. Furthermore, they’ve decided to donate to their partner, PGM One, which is a group that helps people of color lead the charge in environmental justice. The final major act that they are taking is that they are taking is that they have taken their Explore Fund, that is helps gives equal access to places in nature for everyone to be able to explore and announced that $500,000 of the 1.5 million dollars that they have raised in that fund has gone to black and brown communities to help them be able to explore the outdoors. 

I’ve grown up with a multitude of privilege, and I took a lot of things for granted. Through all of this, I found that getting educated on the different injustices that people go through is a great way to grow from all of this adversity. Although I cannot fully experience what people go through on a day to day basis, I hope that spreading awareness and donating to the cause can help bring to light all the injustices that people have faced for many years. That is why it is so important that business like Ben and Jerry’s and The North Face are bring awareness to and donating to different organizations and movements relating to the Black Lives Matter Movement.

Times are changing, and we are in the midst of a new normal. We at ACCL are striving to be informed of all situations and through our platform educate and move towards a new tomorrow. Follow us at @acclmarketing on social media to keep informed on all the latest news in the marketing world. 

Blog By: Kate Sullivan (Intern Summer 2020)

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