By Nna Justice Ekwonna
When it comes to race relations, times are more tumultuous than ever. There has been a lot of pressure on companies to speak out on race issues, such as campaigns like "Black Lives Matter" or "Stop Asian Hate." Today, it is easier to get "canceled" than ever before. The public is more sensitive than ever, and it almost seems like people are waiting for that one moment for a company to slip up and ruin their business. The racial protests combating police brutality after George Floyd's death seem to have sparked change in consumerism, and companies and their public relations departments have the duty more than ever to step up to the plate and discuss race relations in the world. Just days after George Floyd suffocated under Derek Chauvin's knees, Proctor & Gamble took a leap of faith and started working on an ad campaign called "The Choice," which was intended for white people. The words "Being White in America is not needing to state your life matters. And when your life matters, you have power. Now is the time to use it" appeared over shots of a blue-eyed, white person with a freckled back. Proctor & Gamble and other companies have decided to team up with Gauge, a technology company that links companies with different social media networks, as social media is where these issues are discussed the most. They are designed to help companies with not only their perspective on race but also in regards to the LGBTQ community, gender, and women's rights. Even with companies' good intentions, it is also crucial for them not to become exploitive. Companies like Pepsi and Starbucks have tried to incorporate racial equality into their ads over the years, but some campaigns have backfired, as some seemed insincere. Due to scenarios like this, companies are starting to take the initiative and promote racial equality before something tumultuous occurs.
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AuthorBowie State University SPR Group Student Blog Archives
May 2022
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