BLM on the shoulders of industries

 

Vredenburg, Kapitan, Spry, and Kemper have written about today’s marketplace and the woke culture. They state that “In today’s marketplace, consumers want brands to take a stand on socio-political issues. When brands match activist messaging, purpose, and values with prosocial corporate practices they engage in authentic brand activism, creating the most potential for social change and largest gains in brand equity”  Equity and inclusiveness are part of the corporate world and governmental agencies.  Hospitals designate the gender and preferred pronouns in medical records in order to be inclusive.  Corporations have trainings in the area. A lot of the time these trainings focus on “whiteness”; who has it and how to shed it. Companies are out these days to end white supremacy, not just reduce it.  White supremacy has come to encapsulate all and many forms of whiteness, whether one is intentionally claiming white supremacy or one is resisting a perceived attack on their very personhood.  Ben and Jerry’s wants to “dismantle white supremacy in all its forms” and other giants of industry are taking the same or similar tack.  Vredenberg et al are pushing the envelope by pointing out some of the obvious, for example: “Following the now iconic 2018 Colin Kaepernick ‘Dream Crazy’ campaign, during the 2020 Black Lives Matter protests worldwide, brands including Nike stepped up messaging in support of racial justice, yet consumers and critics pointed to woeful lack of supportive values, purpose and practices such as having Black board members” But, there has been “pushback” on companies “branding” their stores or products on other social issues as well. Is this pushback on BLM following companies cases of obvious white supremacy?  There have been athletes who have bailed on companies about religious issues, and companies eject athletes into the stratosphere of unimportance. Social media has become crazed with these issues, as though that is where the realities of racism and white supremacy really exist.  BLM will be standing firm on the shoulders of giants. Whether you like it or not.

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