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  • Brands reacting to #BLM on Instagram

Brands reacting to #BLM on Instagram

  • Posted by Sylwia Korsak
  • Categories Digital Communication, Digital Creativity, Digital Identity, Digital Tech & Innovation
  • Date June 6, 2020
  • Comments 0 comment

I personally find it difficult to write about the Black Lives Matter movement, because I would like to think that we are beyond the need for it. However, the reality is different. We do need to address the systemic racism effectively on the rise in the US, in the UK and across the globe. So I am really pleased to see many local and global brands joining the movement. Of course, some of the below statements might still feel empty (especially if we know that the companies behind those brands actually support white supremacy – for example, Facebook failing to take action against racist statements, losing staff and having to re-think their approach). Some companies are more determined to do good, than others. However, generally speaking, social media marketing has finally moved from shy silence and objectivity towards not just statements about social justice, but actions too. Here is a quick look at the reactions of leading brands to Black Lives Matter on Instagram.

Bristol based brands

Left Handed Giant brewery joined the #BlackoutTuesday.

View this post on Instagram

#blackouttuesday

A post shared by LHG Brewpub (@lhgbrewpub) on Jun 2, 2020 at 5:07am PDT

So did the Mission Pizza Pies.

View this post on Instagram

Solidarity. Unity.

A post shared by MISSION PIZZA (@missionpizzapies) on Jun 2, 2020 at 8:55am PDT

Old Market Plans, my neighbours from the Old Market posted here.

View this post on Instagram

A post shared by oldmarketplants (@oldmarketplants) on Jun 2, 2020 at 2:13am PDT

Pip Roberts, the owner of my favourite Now Studio (yoga), shared a guide to activism.

View this post on Instagram

Those that know me know I talk a “fair bit”. But I’ve been searching for the right words, and I’ve still not found them. Nothing feels like enough, and I guess that’s exactly it, we need actions not words. Our girl @__wolfsister has pulled together some eloquent words, words of action, handily in this post, easily consumable, very clear. I urge you to share them beyond Instagram, into your families and work places and even further again. Do the work.

A post shared by Pip Roberts (@piproberts__) on Jun 1, 2020 at 10:46am PDT

Global brands

In the digital wellbeing area, Thrive Global took a stand here.

View this post on Instagram

#BlackoutTuesday @splcenter @naacp_ldf @blklivesmatter @namicommunicate @crisistextline

A post shared by Thrive Global (@thrive) on Jun 2, 2020 at 11:35am PDT

Common Sense media also joined in.

View this post on Instagram

A Statement from Common Sense.

A post shared by Common Sense Media (@commonsenseorg) on Jun 1, 2020 at 4:31pm PDT

My favourite stationery brand, Blackwing, created a dedicated product based fundraising campaign (sold out in seconds!).

View this post on Instagram

Our fundraiser pencil is SOLD OUT. Thank you to everyone who contributed. If you were not able to buy a pack, please consider donating directly to one of the groups listed at the link in our bio. 🖤 We must all speak up together. Now is the time for change. We’re making 846 packs of these pencils available. Link in our bio. 100% of the proceeds will go to @colorofchange and their fight for racial justice. If you’d rather donate directly, there is a link to do so on there, as well as other resources we hope will be helpful. Justice for George Floyd. Black Lives Matter.

A post shared by Blackwing (@blackwing) on Jun 3, 2020 at 8:16am PDT

Pantone engaged with their community of designers.

View this post on Instagram

Thank you @fuzzedupbear for creating this powerful image and we will use our platform to amplify more Black voices in hopes of facilitating change.

A post shared by PANTONE (@pantone) on Jun 3, 2020 at 8:20am PDT

Apple also made a statement.

View this post on Instagram

Follow the link in bio to read the full message from Tim Cook and learn about the actions we are taking. apple.com/speaking-up-on-racism

A post shared by apple (@apple) on Jun 4, 2020 at 3:23pm PDT

Gaming community

LEGO joined the movement here.

View this post on Instagram

A post shared by LEGO (@lego) on Jun 3, 2020 at 9:03am PDT

The Minecraft team posted their statement here.

View this post on Instagram

Join us in support of the Black community. Learn more about Black Lives Matter at https://blacklivesmatter.com, Equal Justice Initiative at http://www.eji.org, and the NAACP LDF at https://www.naacpldf.org

A post shared by Minecraft (@minecraft) on Jun 5, 2020 at 12:00pm PDT

The Call of Duty team delayed their product launches (and introduced loading screen on the topic across their games every single time they load) to focus on social action.

View this post on Instagram

A post shared by Call of Duty (@callofduty) on Jun 1, 2020 at 6:15pm PDT

Social media platforms

YouTube made a statement.

View this post on Instagram

Everyone can use their voice for change. We stand in solidarity against racial injustice.

A post shared by YouTube (@youtube) on May 31, 2020 at 6:52am PDT

Pinterest posted one too.

View this post on Instagram

We stand in solidarity against systemic oppression, racism and generations-long discrimination toward the Black community. Black Lives Matter.⁣ ⁣ As a company, we’re working internally to check in on the well-being of employees and re-educate ourselves. But that’s not enough to combat years of racial injustice. We owe it to our Black employees and users to do more, both out in the community and within Pinterest. We pledge to use our resources to do the work beyond a one-time social media post. You can read more about our commitments in a link in our bio from Ben, our CEO. A place to start: ⁣ ⁣ – We’re donating 25,000 shares of stock (currently valued at roughly $500,000) to organizations committed to racial justice and promoting tolerance. ⁣ – We’re making a $250,000 investment to help rebuild businesses damaged in the protests.⁣ – We’re donating $750,000 in paid media to organizations that support racial justice.

A post shared by Pinterest (@pinterest) on Jun 2, 2020 at 9:32pm PDT

TikTok team joined the movement.

View this post on Instagram

A message from our CEO. TikTok is committed to supporting the Black community and underrepresented groups as a whole. Click the link in our bio for more information on the actions we are taking.

A post shared by TikTok (@tiktok) on Jun 1, 2020 at 7:19pm PDT

Somewhat controversially, so did Facebook on their main Facebook brand account…

View this post on Instagram

We stand against racism, and in solidarity with the Black community. Let’s amplify the voice of Black people, and fight systemic inequality in our world. #ShareBlackStories

A post shared by Facebook (@facebook) on Jun 4, 2020 at 6:10pm PDT

…and on their Instagram account.

View this post on Instagram

#ShareBlackStories.⁣ We hear you, we see you and we are with you.⁣ ⁣ We stand against racism. We stand with our Black community — and all those working toward justice in honor of George Floyd, Breonna Taylor, Ahmaud Arbery and far too many others whose names will not be forgotten.⁣ ⁣ Time and time again, we have seen that the Instagram community has the power to bring about meaningful change. The more we #ShareBlackStories, the more we raise voices that make a lasting impact. To continue that impact, @facebook is pledging $10 million to efforts committed to ending racial injustice. #BlackLivesMatter.⁣ ⁣ ❤️

A post shared by Instagram (@instagram) on May 31, 2020 at 10:16pm PDT

It’s evident that the social justice is now part of brand conversation, but also action. The brands that don’t join in, fail. Brand that join in without following up with actual changes to their structures and policies fail. Some people criticise taking the stand, and that’s understandable – we have waited so long and so much work still needs to be done. However, it becomes increasingly important to be transparent, open to change and keen on making a difference. We are increasingly more and more aware as consumers so doing good is not just a competitive advantage – is the thing to do. There is no other way.

Tag:activism, Black Lives Matter, cyber activism, good brands, Instagram

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author avatar
Sylwia Korsak

Senior social media and digital wellbeing consultant, coach and counsellor. Founder of Voxel Hub.

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