June 2020
It’s almost impossible to miss the outcries of activism in the news lately. George Floyd’s death at the hands of police has led to protests across the country. There’s so much depth to this pain and we can only hope for a renewed conversation about discrimination and how to eliminate racism from society.
While activism isn’t new, from a corporate perspective, we are seeing something different today. Companies normally stay neutral in politics and rarely insert themselves into a controversial, high-tension conversation. However, leaders of Netflix, McDonalds, Citigroup and Target, to name just a few, are speaking out against racism and supporting the Black Lives Matter movement. Many companies are going further by making donations and even giving paid time off for staff to participate in protests.
Looking at these company statements solely from a PR perspective, is it the right call for companies to go public with these messages? There’s no question, the answer is yes. First and most importantly, it is the right thing to do, morally. If you support diversity, say it…publicly. Go further, show us how. If these public corporate messages take us one step closer to a more inclusive society, and get one person to see things differently, it’s a win. The real test will be if it leads to actual change in the company’s internal policies to support diversity and acceptance in the workplace and in the boardroom.
From a business perspective, the new generation of consumers support causes. And in this case, it appears that corporate silence indicates a contribution to the problem. Large companies have no choice but to take a stance, and do it quickly. There’s an old, but great TED Talk about how consumers don’t buy what you do but why you do it. Eleven years after this speech, his comments on inspiring action still apply.
Let us know your thoughts!