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Brands show solidarity with George Floyd protests, but can they contribute to real change?

Over the past few days, Nike, Ben & Jerry’s and L’Oreal are among some of the corporates that have taken a stand on racial injustice and police violence following on from the death of George Floyd. As protests about the brutality faced by black individuals and communities continue to intensify across the US, how can brands show solidarity in a meaningful way?Following a long, devastating history of black Americans losing their lives in police custody, the death of George Floyd in Minnesota last week (25 May) has incited a pained response across America. For six days straight, the country has erupted in protest with no end in sight. With many citizens physically retaliating against institutional racism, the response from brands has been largely tepid with most hesitant to enter into what they perceive as political territory. Some advertisers were quick to react, however, taking much more public stances on racial injustice and police violence than previously. But are these displays of solidarity meaningful, and what actions – beyond mere words of support – should advertisers be taking if they want to enact positive change?How have brands shown solidarity? Brands lending support to the protests have primarily used social media to align themselves to the movement via a set of hashtags, including #BlackLivesMatter and #JusticeForFloyd.

Read more at:
https://www.thedrum.com/news/2020/06/01/brands-show-solidarity-with-george-floyd-protests-can-they-contribute-real-change

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