Brunswick Insight research in the US shows companies have a mandate from key stakeholders to act on racial equity—but sincerity matters. By Travis Malone.
Since the death of George Floyd in Minneapolis sparked an overdue, global conversation about systemic racism in institutions, many businesses have stepped into the debate. But companies are often uncertain about how to take on this complex, contentious issue, particularly in the US. And with good reason.
There has been considerable backlash to seemingly well-intentioned messaging from many companies attempting to show allyship. In a political climate that has sparked widening societal division, Black Lives Matter and other social justice issues have drawn starkly partisan support. Protests in cities against racism are discussed significantly differently by the US’s left- and right-leaning media outlets and social bubbles. For many companies, these divides also exist within their customer and stakeholder base.