Black cowboys galloped into mainstream culture during the 2020 BLM protests, sparking conversations about the whitewashed history of the Old West and highlighting the diversity of Black identity. How is this embodiment of the ‘Yeehaw Agenda’ helping to reimagine the American Dream?

Social media has been blanketed with black squares and statements in response to the Black Lives Matter protests sweeping the US. However, Ben & Jerry’s went further, posting a lengthy and pointed message on the issue, a move recognized by many as a real push for structural change.

In the wake of the Black Lives Matter protests, brands are working on anti-racism agendas. But in order for real change to occur, it’s clear that businesses need to pursue, not avoid, ‘uncomfortable’ positions. As people look for brands to take action, embracing discomfort is a way to earn trust.

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.