Brands are fighting to prove they are anti-racist – but is it enough?

Consumers want to make ethical choices, but following the money reveals it is almost impossible to hold companies to accountOn 6 June, the renowned streetwear brand Supreme – beloved by hypebeasts everywhere – posted on Instagram: “The Black community has inspired and supported Supreme since day one. This week we will donate $500,000 between Black Lives Matter, Equal Justice Initiative, Campaign Zero and Black Futures Lab. We stand in solidarity with the fight for justice and equality, and will continue to invest in the community.” The statement has been applauded during the weeks of protest sparked by George Floyd’s death, receiving more than 260,000 likes on Instagram.Elsewhere, brands find themselves engulfed in controversy as consumers call them out for hypocrisy. Take McDonald’s. Its solidarity statement, committing to donate an undisclosed amount to the National Urban League and the NAACP in a stance against systemic oppression, was liked 11,000 times on Twitter. But it wasn’t too long before numerous comments came in, reminding McDonald’s of the class-action suit being filed against it from black and Latino employees concerned about their safety over Covid-19. Continue reading…
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