An “Aunt Jemima” Moment

As a retired marketing professional, I’ve been watching closely as major brands have jumped on the bandwagon of the “Black Lives Matter” movement. Racially sensitive advertising campaigns in support of the movement are springing up like weeds. Most advertisers are adopting a mea culpa attitude, acknowledging their racist culpability.

Their efforts have been met with a mixture of acclaim and skepticism. Nike is one example. Four days after George Floyd’s death, Nike took a bold step, modifying its iconic “Just Do It” slogan to read, “For once, Don’t Do It” in an ad that urged, “Don’t turn your back on racism. … Don’t think you can’t be part of the change.” Some observers lauded Nike; others demurred, pointing out that the company has key relationships with black athletes and garners substantial business from the African American demographic yet has no blacks on its executive leadership team.

It is much easier for a brand to pay lip service than it is to effect fundamental change. When I see brand marketing that suddenly appropriates an international outcry for racial justice, I have to ask if the brand is merely attempting to capitalize on the moment — or does it truly represent the brand’s authentic position. It is not always an easy question to answer — but it is valid to dig beneath the surface and ask other questions, such as: