The Black Lives Matter movement in the United States sparked global protests and conversations about the treatment of typically “othered” groups. Despite pressure on social media, education and effective policy reform are still needed to achieve justice for all.
A Black Lives Matter protest sign in London. Ehimetalor Akhere Unuabona. Unsplash.
Following the deaths of Black Americans like George Floyd, Ahmaud Arbery and Breonna Taylor, Black Lives Matter surged into the spotlight with renewed vigor. Nationwide protests against police brutality and systemic racism revived conversations about the importance of diversity, equity and inclusion in public spaces. To avoid the consequences of “cancel culture”—the boycott of businesses that fail to embrace social change—many organizations reaffirmed their commitment to racial justice.
On its Twitter account, Netflix emphasized “speaking up” and standing with Black Lives Matter. The ice cream chain Ben and Jerry’s posted “We Must Dismantle White Supremacy” on its website. Some brands even reinvented themselves. Aunt Jemima and Uncle Ben’s came under fire for reinforcing backwards racial stereotypes of Black individuals. Their respective parent companies, Quaker Oats and Mars Inc., acknowledged the problematic history of these marketing depictions and committed to changing them.
While many have lauded these actions, others remain skeptical. “Woke washing,” as defined by diversity and inclusion expert Marlette Jackson, is when companies make “public commitments to equality” but fail to create the infrastructure that actually supports Black, Indigenous and people of color (BIPOC) staff. For example, Bon Appetit, a monthly American magazine dedicated to global cuisines and recipes, was outed for its empty promises of change. Priya Krishna, a former Test Kitchen star, revealed on Twitter that she was not fairly compensated for her work. She added that staff of color were “tokenized” and framed as “monolithic experts for their communities.” Krishna has since left Bon Appetit.
A billboard for the skin whitening company Fair & Lovely in Bangladesh. Adam Jones. CC BY-SA 2.0
Despite instances of smoke screen marketing, Black Lives Matter has sparked questions of colorism and colonial legacies in countries like India.
In India, lighter skin is considered more desirable. This age-old belief has created a lucrative market for skin whitening products. Not only does the existence of this industry foster a culture of body insecurities, but the products themselves also contain dangerously high levels of mercury and hydroquinone. Since the rise of Black Lives Matter protests in June, many Indian celebrities like Priyanka Chopra have condemned racial injustice in the United States. However, Chopra herself filmed an ad with Fair & Lovely, one such skin lightening product.
According to activist Kavitha Emmanuel, many Indians are “blind to colorism, caste discrimination and violence against religious minorities at home.” Muslims have been lynched in increasing numbers since the ascension of Indian Prime Minister Narendra Modi and his party’s Hindu nationalist government. However, many feel that Indians have been more critical of American injustices than the ones happening in their own country. Ultimately, the question remains: are conversations alone enough to achieve lasting peace?
Despite posthumously gracing the cover of Vanity Fair, despite hashtag trends, and despite over 11 million petition signatures as of Oct. 2, Breonna Taylor did not find justice. While the instant and global nature of the internet cultivated efforts to educate and reform, these gestures will not be enough. Unless individuals reexamine the internalized racism and national narratives that so often rule their reactions, ostracized populations will find no reprieve. Until governments step in with effective laws and limitations—ones free of loopholes—Black and marginalized individuals across the globe will continually be devalued and delegitimized.
Rhiannon Koh
earned her B.A. in Urban Studies & Planning from UC San Diego. Her honors thesis was a speculative fiction piece exploring the aspects of surveillance technology, climate change, and the future of urbanized humanity. She is committed to expanding the stories we tell.