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.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

As uproar around racism continues, major food brands are reviewing their controversial mascots and considering the role they play in the perpetuation of racism. In the space of a few days, Aunt Jemima, Uncle Ben’s, and Mrs. Butterworth have all announced logo changes in support of the movement.

Celebrities have half-jokingly called hotel lotion racist to highlight how it isn’t suited to the skin-needs of brown and black people. People are increasingly requiring brands to provide products tailored to their specific needs and feel a lack of doing so is unfair, and even a microaggression.