In the aftermath of last summer’s protests, African-Americans have noticed the disconnect between brands and people of color. Is there a chance for redemption? Possibly, though these changes must be addressed first.
Racial Insensitivity in Fashion
There has been a historic lack of diversity and sensitivity in the fashion industry. In 2018, fast-fashion retail giant H&M shocked consumers by displaying an ad with a black child wearing a “Coolest Monkey in the Jungle” hoodie, referencing a racial slur towards POC. Viewers were outraged over the insensitivity and requested H&M to remove the image.
Verdict? Do your research. The reason we have technology is not only to entertain but to educate in areas where sensitivity is needed. It is also why diverse creative teams are required to invite varying viewpoints. Otherwise firms may fall prey to so-called “Canceled Culture”.
Brand Activism
Nowadays, consumers are looking at brands to speak out against social issues. Companies like Sephora have taken action to show loyalty to their vast and diverse consumer base. In the wake of George Floyd’s death, for example, Sephora partnered with Black-owned beauty lines and donated their contributions towards the Black Lives Movement.
This may appear as a small gesture, yet it ranks high among people of color that the retailer supports African Americans and creates authentic partnerships within the community.
Employees Come First
Researching a company’s values and philosophies is paramount. Given several recent high-profile allegations of racial discrimination against big companies like Amazon, it’s understandable how Black employees may experience uncomfortable behavior in the workplace.
This is why diverse and safe spaces are critical for attracting and retaining employees of all races/ethnicities. By providing opportunities for sensitive conversations, employees can be aware of the company’s motives beyond profits and can strengthen a deeper connection, improve productivity and foster loyalty, which make the company better.
The marathon continues. Representation matters and diversity is a key component in confronting bias and ignorance. pocstock wants to lead the charge — view our upcoming community, diversity, and inclusion programming on our #includeUS campaign page. Support the movement by following our Facebook, Twitter, LinkedIn and Instagram pages. Like, comment, share — we always want to hear from you!
