Are you a supporter of the Black Lives Matter movement? Are you also on Twitter, Instagram, or even Facebook? If so, you have seen the hundreds of posts by box-chain stores and large corporations announcing their support for the movement, and if you are anything like me you have asked yourself, "what are they actually doing to help?" and you've probably asked yourself the same question.
Photo: Twitter
Unlike people like you and me, companies like Walmart and Nike have unlimited resources to help the movement. Struggling students are donating $5-$10 to various organizations to try and help in the slightest. So how are these corporations justifying announcing their support without doing anything beyond that? They should be utilizing their power for good rather than using the movement to self-promote.
Photo: Business Insider
During this movement, we have been able to see the true power of social media. Celebrities and corporations quickly jumping to support BLM or, the alternative, to support the police. Most importantly, we see how easily movements can turn into a marketing tactic. Companies use social media to announce their support, but rather than tweeting #BLM, they should walk the walk and "become the change that they are tweeting about."
As shown in the image above, social media posts are the last thing that people care about. We understand how easy it is to tweet your support for the movement, but we want to see how you are actually helping the cause. How are you helping black communities? Employing people of color, donating to charities, reviewing your company's place in racism and oppression - these are all easy enough options to how your support.
Photo: Morning Consult
Why do these large chains choose to post a statement on social media instead? Why do they think it is good enough? They see and hear Generation Z. They understand the groundswell. They know that we get our news off of social media and that we are easily influenced by twitter, instagram, tiktok, etc, so why not utilize the platform?
As someone in marketing, it is easy to see that the quickest and most productive way to show your support and get attention is to post a quick statement about BLM and how you support it. But it can't end there, and that is where companies are falling short. Social media is a powerful tool, and these companies are seeing that and utilizing that. This movement has shown the power that social media has, and how quickly positive action can be twisted into a negative light. Moving forward, companies need to understand the power that they have, and go beyond just posting a simple statement in solidarity with the movement.
I'm curious to know how you feel about it. What are your reactions when you see posts from chains stating their support for the movement? Do you see right through it, or has this made you question what you thought was an innocent show of support? Reflect back on other statements of solidarity you have seen, and ask yourself how it made you feel? Moving forward, pay attention to these posts, and constantly question what else are they doing to help?
Awesome post- I totally agree with you. It's frustrating to see such influential and powerful companies (and celebrities) only post a few photos in reference to the BLM movement and feel as if they actually contributed to the cause. Your post reminded me of something I saw on twitter earlier that discussed how the show "Cops" is coming back after a summer cancellation in the wake of George Floyd's death. The blatant performative activism from a business or show like "cops" is so inadequate and poorly done. Did this show or its network actually do anything to help the BLM movement, or advocate for police reform?
Hi Lily, Great post! You bring up some interesting points that I have never really thought of before. I believe that some of these companies do in fact believe in the movement, but it is too bad that they are not choosing to take action in addition to their statements. Because of this lack of action, many people are going to believe that these corporations are just saying these things to boost their brand image. They all understand how to take advantage of the groundswell, but they should be taking action to prove that they really do care about the movement.
Hi Lily,
ReplyDeleteAwesome post- I totally agree with you. It's frustrating to see such influential and powerful companies (and celebrities) only post a few photos in reference to the BLM movement and feel as if they actually contributed to the cause. Your post reminded me of something I saw on twitter earlier that discussed how the show "Cops" is coming back after a summer cancellation in the wake of George Floyd's death. The blatant performative activism from a business or show like "cops" is so inadequate and poorly done. Did this show or its network actually do anything to help the BLM movement, or advocate for police reform?
Hi Lily,
ReplyDeleteGreat post! You bring up some interesting points that I have never really thought of before. I believe that some of these companies do in fact believe in the movement, but it is too bad that they are not choosing to take action in addition to their statements. Because of this lack of action, many people are going to believe that these corporations are just saying these things to boost their brand image. They all understand how to take advantage of the groundswell, but they should be taking action to prove that they really do care about the movement.