Meaningful allyship
With 54% of Americans expecting companies to take an active stance in conversations around social injustices, silence during events like Black History Month could be detrimental. But what’s the best way for brands to approach Black allyship without bombarding consumers with performative gestures? People are especially wary of surface-level activism and commitments during awareness campaigns like Black History Month, with 53% of Americans feeling that brands take a stand on social issues for public relations and marketing purposes, meaning inorganic gestures risk appearing insincere. Our Understanding Allyship report includes a checklist of questions for businesses to work through to help guide their planning throughout the year. People want and expect to see year-round allyship that demonstrates authenticity through action. Goldman Sachs, for example, has made a $10 billion pledge to tackle the inequality gap faced by Black women. But when it comes to celebrating Black History Month itself, how should brands engage in conversations around racial history, raise awareness around Black causes, and look to establish new standards?
