Black Lives Matter and the Corporate World

Why remaining silent is a risk and threat for brand reputation and trust and corporate positioning must be based on a continuous and flawless track record of corporate activism

After the death of George Floyd while in police custody in Minneapolis, Minnesota, a series of protests against systemic racism arises in the United States and spreads around the globe.

UNICEPTA's analysis shows that the death of George Floyd and the following protests shifted attention away from the Coronavirus pandemic. It is not only a social and political issue, but an issue for the corporate world. A global public demands companies to speak out against inequality and injustice. Furthermore, the public demands not only statements but actions of companies.

In this report

  • How the killing of George Floyd is perceived in the public: global buzz
  • How the debate spread around the world: visibility and engament in the top 5 countries
  • Why the corporate world has to act: visibility of 14 selected famous brands
  • Starbucks vs. Ben & Jerry's: a comparison of two brands with a similar media visibility and different positioning

What we did

UNICEPTA analyzed more than 112 million articles and postings, published between May 1 and June 15 in online media, blogs, forums and social media. The identified articles and postings based on an elaborated search term in English and German language, including the most used relevant hashtags.

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Wolf-Dieter Rühl

Head of Research Service

+49 221 9902-110


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