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’.

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.

L’Oréal is facing backlash from model Munroe Bergdorf for its ‘hypocritical’ support of the Black Lives Matter cause, while the US is embroiled in a wave of protests. As brands scramble to react to the situation, people are hyper-alert to those who take a stance without bolstering it with real action.

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.