As people around the world process the ongoing unrest following the death of George Floyd, many are reconsidering the role that they play in systemic racism. Merriam-Webster has responded by updating the definition of racism to include systemic oppression.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Fashion and media employees are calling out their employers for their public pledges to support Black Lives Matter. As brands use social media to align with causes, they're facing more scrutiny than ever for their internal and external actions – and the sometimes-jarring disparity between the two.

With people demanding their voices be heard more than ever before, taking a moral stance on all sorts of things is the new normal. Canvas8 spoke to Dr. Jillian Jordan, postdoctoral fellow at the Kellogg School of Management, to find out how brands can appeal to our desire to be morally good.