Cause Marketing and Black Life Matters

Publisher: Aishvarya Jain

Black Life Matters protests have been ongoing since 2013 but gained global momentum this February 2020, when George Floyd was murdered in broad daylight by Police’s unnecessary brutal rough handling. Protests exploded all over USA and spread like wildfire in other countries, like UK, Australia, etc. The #BlackLifeMatters protests are mostly peaceful protests by all citizens demanding actions against White supremacists and racially motivated police brutality. The protest slowly progressed to demanding #DismantalePolice and change of law administered in the USA. The anger slowly spread towards brands supporting White Supremacy or who had been in past discriminated based on race. Several companies faced backlash while others gained brand value due to their inclusivity.

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