A petition set up in the wake of protests against systemic racism calls on major retailers to put their money where their mouths are. By pushing big brands to make room for black-owned businesses, the initiative appeals to people’s desire to see more equity and justice across sectors.

Mattel is honouring Black History Month with a collection of Barbie dolls in a diverse range of skin tones. As shoppers increasingly prioritise diversity and inclusion, the move responds to calls for greater representation of all types of people in popular culture.

The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.

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?