Meeting the Moment: Black Lives Matter, Racial Inequality, Corporate Messaging, and Rebranding

Abstract

Along with the COVID-19 public health crisis, the summer of 2020 will likely be contextualized as a pivotal moment during which conversations regarding both racial and social injustice pierced the silence that so often characterizes American society on these issues. Additionally, for marketers and advertisers, the summer represents one in which unprecedented actions were taken to respond to calls for racial equality. While many Americans attempted to adjust to stay at home orders due to the coronavirus, to some extent they became a captive audience of witnesses to acts of racial injustice; most notably the death of George Floyd at the hands of police. At the same time, Confederate statues were moved from public view and protestors took to the streets to demand an end to systemic racism. Numerous companies and brands responded with messaging and rebranding efforts to illustrate allyship and support for African Americans and other communities of color. This paper provides a perspective on the corporate response to the Black Lives Matter protests during the summer of 2020 and provides examples of corporate and rebranding efforts. While the level of commitment to sustainable change and advocacy as it relates to racial inequality is yet to be determined (and in many ways extends beyond a review of branding and messaging activities), this paper highlights some of the challenges corporations have faced.

Cultivating Whiteness: How White Supremacy Continues to Matter in Qualitative Research

“…During this time, Black Lives Matter is not only an organization that has coalesced around the issue of police violence but also a hashtag and rallying cry for many who want social justice. More recently and in response to more of their consumers identifying with the Black Live Matter movement, corporations have issued statements of support for diversity, equity, and inclusion (Bonaparte, 2020). Some of these statements have had weight behind them in the form of donations and structures of support for its marginalized employees and customers.…”

To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism

“…The death of George Floyd on May 25, 2020, reignited the BLM protests across the United States and kickstarted the movement across the world (Bonaparte, 2020). During the summer of 2020, companies around the world were encouraged to show their support 1 Erasmus University Rotterdam, Netherlands for the BLM movement and to prove their allyship in the fight for racial equality (Bonaparte, 2020). A notable case is that of Aunt Jemima.…”

“…In February 2021, Aunt Jemima officially changed their name to The Pearl Milling Company and underwent a complete rebrand (Bonaparte, 2020). The new logo and packaging was displayed in store shelves starting June 2021 (Bonaparte, 2020). Aunt Jemima's rebrand is a typical example of corporate social advocacy (CSA).…”

“…Since then, many have taken to social media using the BLM hashtag to “debate the role of policing and the state of race relations in the United States” (Carney, 2016, p. 2). The death of George Floyd on May 25, 2020, reignited the BLM protests across the United States and kickstarted the movement across the world (Bonaparte, 2020). During the summer of 2020, companies around the world were encouraged to show their support for the BLM movement and to prove their allyship in the fight for racial equality (Bonaparte, 2020).…”

“…At the height of the BLM movement, the Aunt Jemima company announced it would undergo a complete rebranding (Bonaparte, 2020). The popular American breakfast food brand announced that they would be dropping the Aunt Jemima name altogether and changing the logo entirely (Bonaparte, 2020).…”