Throughout the past two months, many brands have been using their platforms (and their dollars) to support anti-racism organizations and the Black Lives Matter movement. While a majority of these brands have remained silent in the past on similar issues, this time has been different. Millions of people have spoken out against the injustices inflicted on George Floyd, Breonna Taylor, Ahmaud Arbery, and countless others. People have also begun to challenge themselves, their behaviors, and the behaviors of those around them. They have started to educate themselves further on anti-racism, their own privilege, and the issues that Black people have been facing in America for hundreds of years—and brands have followed suit.
Take a look at these brands that are taking a stand against racism through social media campaigns that are both innovative and genuine, and the lessons you can learn from them.
1. VSCO: Black Joy Matters
Photography app VSCO kicked off #BlackJoyMatters with a global call to action, urging online communities to create, capture, and share their interpretations of Black Joy to social media through posting art, first-person videos, and/or photos across every social platform using the hashtag #BlackJoyMatters. Throughout the summer, VSCO will spotlight the submitted imagery and art across its social channels and within the Discover section of its app. The project’s goal is to use social media as a global call to action to archive and document the realities and spectrum of Black life, beyond (and inclusive of) the trauma—and to help the world see a more holistic picture of Black folks’ stories and joy through their own lens versus what’s portrayed by the outside world.
Why This Works: VSCO is taking what it does best (sharing photos) and using it for good—to share and amplify a more holistic view of modern Black existence, centered around Black joy.
2. Groupon: #PassTheMic
#PassTheMic is Groupon’s effort to transform its social media platform into an amplifier of prominent voices in Black communities. The brand is partnering with leaders in Black communities and allies for change—such as Dr. Jewel Jackson, Troy LaRaviere, Alexa Rae Caves, and Clarkisha Kent—and amplifying those voices to its audience of over 22 million social media followers. Our employees Jenn and Michelle, the hosts of the All the Social Ladies podcast, even got to interview Jori Evans who came up with the idea!
Why This Works: Groupon is putting power into the hands of people of color, and amplifying Black voices instead of speaking for them.
3. Postmates & Resy: Black-Owned Restaurants
In addition to a powerful letter and call to action from its CEO, Postmates reaffirmed its commitment to elevating Black voices by launching an important new collection in its app: Black-Owned Restaurants. These restaurants span more than 130 cities. Resy did something similar as well—the company shared a collection of Black-owned restaurants (with specific city-by-city guides), as well as lists of Black food writers to follow and Black food publications to subscribe to.
Why This Works: Postmates and Resy went beyond just words, altering and retooling their products and service offerings to help meet the needs and support Black and marginalized communities.
4. Pernod Ricard: Crowdsourcing App
Pernod Ricard announced its plan to create a crowdsourcing app that allows consumers and brands to collaborate with one another to drive real change. Consumers can identify and report hate speech or content they find objectionable directly to brands and companies. Brands can then leverage their influence with social media platforms to help ensure the content is reviewed and removed, if warranted. The app will be an additional resource for individuals, brands and social media platforms to use in the fight to stop hate speech online.
Why This Works: The initiative is about giving consumers a voice, helping brands own their responsibility to hold social media platforms accountable given their influence, and ultimately creating a more transparent and positive world with an internet that is safe for all.
When it comes to social justice issues and movements like this one, it’s crucial for brands to understand what they can do to provide authentic value. But, before taking action, companies need to ask and listen to their communities about what is needed. Responding to something of this caliber requires more in-depth reflection, and far more than just a vague or one-off statement. So, take a page from the book of these brands if you want to make a meaningful impact. Invest in action, amplify marginalized voices, and use creativity to alter your product in a way that helps those who need it. It’s not easy work, and it may never be fully finished, but it’s more important than ever for brands to do this work—and to use their power, platforms, and resources to help employees and communities overcome these challenges and build a better world.
