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’.

As the Black Lives Matter movement continues, people are holding themselves accountable for their indifference and embracing allyship as a way to drive structural change. A bookstore's 'Ally Box' is helping people to inform themselves in the fight against racism.

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.

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.