As protesters call for an end to police brutality over the recent murder of George Floyd, various companies are donating funds to the Black Lives Matter movement to aid in the fight against injustice.
American companies often steer clear from addressing issues relating to violence, crimes, politics or even the recent coronavirus pandemic. However, Floyd’s death stirred up emotions of pain and anger, enough for people to acknowledge the aggressive force used by police toward the Black community.
Companies aligning themselves with the movement and their customers’ values may be making an attempt to establish trust with customers and adapt to the current crisis. The pressure to take action could likely come from consumers, as they are holding brands more accountable and urging them to break their silence on social injustice.
Companies like Nike, Fashion Nova and Amazon, along with many more brands, have aligned themselves with and donated to the movement. These companies are not only voicing their support for Black Lives Matter, but are also pledging to support the movement financially.
On Wednesday, June 3, tech giant Amazon announced its plans to distribute $10 million to ten social justice organizations, including the NAACP, Equal Justice Initiative, Lawyers’ Committee for Civil Rights Under Law and the ACLU Foundation. “Together we stand in solidarity with the Black community – our employees, customers, partners – in the fight against systemic racism and injustice,” Amazon said in a statement posted to their social media pages.
Nike urged its followers to not ignore the racism in the United States with a video posted on social media that referenced their classic slogan, saying, “For Once, Just Don’t Do It.” On Friday, June 5, Nike also released a statement that pledged a $40 million “commitment over the next four years to support the Black community in the U.S.” Nike did not say which specific organization(s) they would donate to.
John Donahoe, President and CEO of Nike, Inc., released a statement on the Nike website, saying, “Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society. We know Black Lives Matter. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates.”
Fashion brand Fashion Nova is committing to donate $1 million over the course of 2020 to organizations such as Black Lives Matter, Know Your Rights Camp and various education funds.
A statement on Fashion Nova’s social media page said, “Our actions speak louder than words. Fashion Nova stands in solidarity with the black community.”
YouTube, Toms, Glossier, E.L.F. Cosmetics and Disney are among the several other companies that will put some action behind their words of support for organizations related to the Black Lives Matter movement.
