Brands risk backlash over Black Lives Matter. Should they still speak out?

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Dr Abas Mirzaei from the Department of Marketing was featured in Inside FMCGabout brands engaging with social issues such as Black Lives Matter as part of their marketing.

Global brands including L’Oreal and Adidas have recently been accused of racist behaviour, ranging from discriminatory hiring practices, to lack of diversity in marketing campaigns, to unequal treatment of people in their stores.

The allegations follow a flood of corporate messages in support of the Black Lives Matter movement and racial justice amidst global protests sparked by the death of African-American man George Floyd in police custody in the US last month. 

“Even if Pepsi is opportunistic and Adidas comes under pressure, they trigger the social debate which is really important for any cultural change.” 

Mirzaei acknowledged that for change to occur, however, brands need to do more than just make statements. 

“If we’re still fighting against racism in 10 years’ time, then Nike can’t just change their logo. We’re going to be asking what else have you done? How many black people have you recruited?”