The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

The representation of ethnic minorities in the media may have improved over the past half-century, but accusations of tokenism and biased coverage remain prevalent. With broadcasters and publishers often shaping cultural agendas, how can they meet their audiences’ expectations for diversity?

A petition set up in the wake of protests against systemic racism calls on major retailers to put their money where their mouths are. By pushing big brands to make room for black-owned businesses, the initiative appeals to people’s desire to see more equity and justice across sectors.