In the Understanding Allyship Deep Dive, we explore how brands reacted to the BLM protests in 2020, unpicking how people want them to show support and the consequences of offering only surface-level action. What role should individuals and businesses play in tackling social issues?

Sephora is letting Beauty Insider members redeem their loyalty points as donations to the National Black Justice Coalition. As brands look for ways to show their support for Black Lives Matter, actions that are close to a brand’s existing initiatives will be most respected by consumers.

Amid a surge of Google searches for Black-owned businesses, it's evident that people are seeking them out to show support and give social and ethical purpose to their spending. Google has created a tool to help people locate these brands easily, encouraging owners to promote their differences.

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’.