The McDonald’s Instagram is a fairly consistent collection of content: promotions, some funny tweets, and the occasional french-fry-based meme.
But about a week ago, something new appeared. A list of names: Trayvon Martin, Michael Brown, Alton Sterling, Botham Jean, Atatiana Jefferson, Ahmaud Arbery, George Floyd.
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All African-American people killed by US police.
Social media has changed in recent weeks. The Black Lives Matter movement, which has seen thousands of people take to the streets across the globe, is also playing out online.
On Instagram, Twitter and Facebook, brands say they’re reflecting and learning. Their posts are calling for change. Some are pledging to do things differently in the future.
It is encouraging. But as much of society is held up for closer scrutiny, it’s probably fair to do the same for these posts.
So, are these genuine pledges to do better, or a moment of ‘wokenism’?
The business case behind speaking up
Marketing strategist Toby Ralph says there is no reason for brands to get involved with social movements like Black Lives Matter.
“The job of dishwashing liquid is to clean your plates, not hector you on civil disobedience,” he told The Drum earlier this week.
But evidence shows they might not have much choice on the matter.
A 2019 survey found 74 per cent of consumers think brands should take a stand on issues such as climate change.
And data released last month showed that even if speaking up on issues like Black Lives Matter is politically divisive, most people agree it’s worse to say nothing at all.
Macquarie University’s Abas Mirzaei says that often a brand’s response is more of a business decision — they react to consumer expectations.
“Brands are attention-seekers,” he told The Drum.
Dr Mirzaei says the issue needs to exist first for a brand to jump on board.
“If the issue has got social currency, then it will have legs to fly, and be noticed.”
Nike is perhaps one of the best known for taking this well-calculated risk.
In 2018, the sports brand released an ad featuring Colin Kaepernick. The American footballer sparked outrage when he chose to kneel for the national anthem, to highlight police brutality and the inequalities people of colour in the US face every day.
With his actions, he became a new symbol of the civil rights movement and controversy surrounded him well before the ad’s release. It quickly went viral.
“That campaign was the most talked about woke campaign as of today,” Dr Mirzaei said.
Despite a boycott, Nike’s share value went up. It is thought Kaepernick’s appearance netted the company billions.
Why being authentic means more than an Instagram post
Speaking up doesn’t mean much if you’re not authentic, notes Dr Mirzaei.
If we want to trust that businesses are doing more than just an Instagram post, we should see if they put their profits where their mouth is.
On June 2, Lego called for all marketing of police-related products to be removed, and pledged $4 million in donations.
McDonald’s pledged $1 million to NAACP (a small slice of the approximately $21 billion in revenue it made in 2019).
In the United Kingdom, tea companies Yorkshire Tea and PG Tips told critics of the Black Lives Matter movement to stop buying their tea.
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Brands that do not show real action run the risk of their ‘woke’ post backfiring.
The problem runs deeper than a PR moment
Protesters have stressed that the Black Lives Matter movement goes far deeper than justice for George Floyd.
At the core, it’s about addressing the systemic racism many African Americans face. The business community is not immune from that experience, or that criticism.
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African-American people make up roughly 13 per cent of the US population. However, 37 per cent of boards on the S&P 500 do not have a single black member. A black worker’s median wage is still only 78 per cent of that of a white worker’s.
These are just statistics. There’s also workplace culture.
When sustainable fashion label Reformation joined the chorus of companies speaking out in support of the protests, its own uncomfortable history was put on display.
Former assistant store manager Elle Santiago called out founder Yael Aflalo for permitting a “racist and unsafe” culture to develop in the company.
“My first Black History Month at Ref was one when Yael and Elana posted themselves eating fried chicken to celebrate,” she wrote.
In response, Aflalo issued an apology titled “I’ve failed.”
“I was not a very good leader when it came to our team,” she acknowledged.
“When I hear Black colleagues who felt that I avoided them because of the color [sic] of their skin, I burn inside thinking about the sadness I inflicted.
“Reformation does not support or tolerate racism or discrimination.”
As more examples of these systemic and cultural issues come to light, many companies will have to reckon with this uncomfortable truth.
So where do we go from here?
If you’re feeling a little sceptical about those posts you’re seeing, there is hope.
QUT communications expert Bree Hurst says social contracts are changing. With globalisation, businesses became wealthy, influential, global powers.
An increase in this “political corporate social responsibility” has been amplified in recent weeks. Dr Hurst says we’re seeing more brands speak up — many for the first time.
“There could be some organisations just jumping on the bandwagon, because we’ve seen people saying to not take a stand would be complacent, or compliant with it.”
However, investment in a long-term strategy is needed.
“What happens in a year’s time when people might have moved on?” she asks.
Dr Hurst warns we also cannot rely on business to carry all the change.
“There also needs to be a shift, where government steps back in and says ‘this is what society expects of us, we need to make changes’.”
The Drum airs weeknights on ABC and News Channel.
