In the wake of George Floyd’s murder, most Americans said they want brands to speak out over racism. But a study by Pew has found that only a fifth of US adults think companies’ racism statements stem from genuine concern, highlighting a need for continued, authentic action.

In the wake of the Black Lives Matter movement being reignited by the death of George Floyd, brands are taking to social media to express solidarity and support. But as people expect increased transparency and accountability from companies, they are being asked to ‘pull up or shut up’.

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 the upcoming US election causing concerns around disruptions to voting mechanisms, KITH is taking an active approach to encourage people to vote by setting up voter registration hubs. The move reflects a desire from people for brands to go beyond statements and take meaningful action.