REPORT
Nov 6, 2020
I see you! The science of signalling solidarity

High-profile examples of woke-washing and green-washing have made many people sceptical of brands’ social activism, perceiving their efforts as profit-driven. Canvas8 spoke to Tulsi Achia, a social psychologist and allyship specialist, to learn how organisations can best signal their solidarity.

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Scope

All over the world, non-profit organisations have been mobilising to fight the ongoing challenges that COVID-19 poses to the most vulnerable. In the UK, one in eight people say that they expect to seek support from a charity in the next year because of the pandemic, and for over half, it will be their first time doing so. Meanwhile, in the US, the killing of George Floyd in May 2020 made racial inequality a top-of-mind issue, spurring over $5 billion in pledges and commitments to racial equity organisations. In many ways, the events of 2020 have underscored the critical role that the third sector plays in addressing societal problems.