In response to George Floyd’s death nearly one year ago, companies began to make declarations condemning not just the killing of Mr. Floyd, but acknowledging and condemning institutional racism in America. Many of the early statements were powerful and unequivocal, and those that weren’t were rightfully criticized as check-the-box exercises, forcing some companies to issue follow-up statements with more teeth. Wieden+Kennedy not only pledged support for Black Lives Matter, but also committed to breaking ties with employees, vendors and clients that opposed the movement. Gap Inc. made quantifiable commitments to significantly increase diversity in its corporate offices and store leaders. It also committed to increasing the diversity of its marketers, models and influencers.
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Patrice Jones is partner and creative officer at Enlight Media.