Social justice brand statements are all the rage now. For the past week, all kinds of companies, institutions and organizations have made them. These statements are often about the:
- support of the (peaceful) protests
- denouncement of anti-black racism
- full convictions of police officers who have killed Black people in the United States and worldwide.
Similarly, many of these statements have been using an eerily similar formula:
A commitment to an action + a denouncement of another action + a statement of solidarity + a final statement of hope for change in the future = [insert brand] statement
This isn’t even the unfortunate part.
While these social justice brand statements use the right language, they are still completely wrong for three reasons.
1. Social justice brand statements lack clear stances and context
It’s one thing to denounce anti-black racism. It’s another thing to denounce the specific operations that make that possible. One of those operations is policing. Unfortunately and often by design, Black people in Canada and beyond have been subject to police brutality in various forms. The past week has proven that this distinction necessary to make. However, I have yet to see an edtech company or school institution specifically name this as a reason people are protesting. Why?
Many of these companies and institutions employ police officers (also called School Resource Officers in primary and secondary school) and have existing contracts with police departments.
This makes any statement denouncing racism and oppression faulty and lacking context.
In order for people to believe that the education system is truly denouncing anti-oppression and anti-black racism, it must address what is happening within school institutions. The stories that people have been sharing about their interactions with the police include those within schools.
It was only four years ago that Peel Region police officers handcuffed a six-year-old Black girl for supposedly misbehaving.
Also, it was only two years ago that Louisiana police officers choked and body-slammed a 14-year-old Black boy to the ground.
Furthermore, it was only one year ago that a New Mexico police officer used excessive force on a crying 11-year-old Black girl.
Let’s be clear: the argument here is not about using different language to convey the denouncement of anti-Black racism and oppression. Rather, it’s to clearly make a statement that is specific to the realities of Black students. To divorce their experiences from what is occurring in the streets is to demonstrate a huge misunderstanding of the current protests.
2. They are not honest reflections of what’s actually happening
Many of these education technology companies and education institutions making statements are the same companies and institutions that have allowed oppressive cultures, actions and remarks to run rampant. Some institutions do not include Black histories or experiences in their curriculums. Also, many of them do not hold space for their Black students and have few to no Black teachers. Furthermore, several have punished Black students for using the same language they are now using in their statements. Several education technology companies don’t have a diverse range of employees nor do their products reflect diverse experiences, rendering them inaccessible or even dangerous.
When these same companies and institutions make statements denouncing anti-Black racism and oppression, what they’re actually expressing is social amnesia about their own practices that contribute to the very things they’re denouncing.
The best statements invite constructive feedback and conversation about the subject at hand and ways to do things better. While this may seem like a scary step to take, it’s an important one to demonstrate a true commitment to the cause as well as company values. Show people that evidence informs your next steps, not trends.
Social justice brand statements lack actionable items
Truthfully, people are tired. They are fighting for change during a pandemic. Also, they are fighting to fulfil their unmet material needs. However, many companies seem to be glossing over that fact. Instead, they are making vague expressions of commitment to justice, change and anti-oppression without defining what those things are.
Read the following statements below:
“We are committed to diversity and inclusion and we must do better.”
“”We need to speak up, make a difference.”
“Those with privilege must invoke change.”
What are they actually saying? Can you glean any actionable items from these statements?
When developing communication statements or general content, it’s important to know what your call to action is. Are people supposed to share it? Engage with it in a particular way? Are people supposed to answer something, fill something out, expect something? Donate something? If someone finishes reading the content and can’t figure out what they’re supposed to do next, they are missing out on your opportunities.
Every company and institution won’t make a financial contribution, house people or even provide other material resources. However, they can meaningfully contribute. This is why context matters.
Over to you
Communications professionals do more than just clean up messes and make things sound pretty. We are here to make sure that evidence informs your messaging and track record. If your company and/or institution wants to do better, it has to start with the people. Learn about their experiences. Figure out what they want. Then, figure out what you’ll do next with that information.