In the current climate, many of us are grappling with a multitude of intense emotions—anger, confusion, and a sense of helplessness—as we witness the distressing realities of our world. The tragic death of an innocent Black man at the hands of law enforcement has thrust the Black Lives Matter movement into the spotlight, revealing a significant gap in understanding its vital message among those who do not face the same dangers.
Compounding this situation is the ongoing global pandemic, making it feel as if we are trapped in a nightmare. Amidst such turmoil, the instinct to take action becomes overwhelming. We all yearn to contribute positively, to create meaningful change, and to finally confront the deep-seated issues of racism and police brutality that have persisted for far too long.
However, mere words are insufficient. A growing number of businesses, both large and small, are stepping forward to affirm that #blacklivesmatter. While it’s crucial to remain cautious of performative allyship, it’s also important to recognize the genuine solidarity shown by various brands standing against white supremacy and police violence in America.
Companies Taking Action
- Beauty Bakerie: A cruelty-free, Black-owned cosmetics brand recognized as the Best of Beauty by Allure in 2019, Beauty Bakerie has been actively sharing ways to seek justice for George Floyd and encourage their followers to engage in meaningful action.
- Farmgirl Flowers: Known for their exquisite floral arrangements, Farmgirl Flowers has expressed their solidarity through poignant messages on social media, urging their community to confront and feel the pain of racial injustice.
- Glossier: This beloved makeup and skincare line announced a substantial $500,000 donation to organizations advocating for racial equality, along with additional grants to support Black-owned beauty businesses.
- Netflix: Recognizing their wide reach, Netflix declared their commitment to speak out against injustice, reminding viewers of their responsibility in the current climate.
- Disney: As a well-known global brand, Disney took a firm stance with a message emphasizing the need for unity and action.
- Bombas: This sock company has a unique philanthropic model, donating one pair of socks for every pair sold. They have pledged ongoing support and monetary contributions to organizations fighting for justice.
- Nickelodeon: The children’s network made a powerful statement by going off the air for 8 minutes and 46 seconds, mirroring the time George Floyd was restrained.
- The Mars Cheese Castle: This local cheese factory faced backlash for their support of #blacklivesmatter, yet they continue to encourage community support through online orders.
- Sesame Street: A cherished childhood staple, Sesame Street provided comforting words to its audience, fostering inclusion and support.
- Etsy: This platform for small businesses announced a $500,000 donation to Borealis Philanthropy’s Black-Led Movement Fund, encouraging their community to join them in supporting transformative organizations.
- UOMA Beauty: Another Black-owned makeup brand, UOMA Beauty has taken actionable steps to facilitate donations and inspire change.
- Biossance: A skincare company focused on sustainability, Biossance is leading efforts to engage their followers in meaningful actions.
- Ben & Jerry’s: Known for their commitment to social justice, Ben & Jerry’s has provided extensive resources on systemic racism and the Black Lives Matter movement.
- LEGO: The toy company committed to a $4 million donation in support of racial equality while reevaluating their marketing strategies.
In these challenging times, it’s imperative to support companies that are willing to risk their revenue and customer base to advocate for necessary changes. While we cannot erase centuries of oppression, we can make impactful choices with our spending. Silence is no longer an option.
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In summary, the collective action of businesses exemplifies a movement towards accountability and social change, encouraging consumers to align their purchasing decisions with their values.