Corporations try to rebrand while grappling with systemic racism

Ben and Jerry’s has pledged to temporarily pull ads from Facebook as part of the “Stop Hate for Profit” campaign, which says the social media giant “amplifies the messages of white supremacists.” Photo by theimpulsivebuy (CC BY-SA 2.0).

Ben and Jerry’s, Patagonia, Mozilla, and Upwork are some of the companies that have pledged to pull their advertisements from Facebook, at least temporarily. It’s part of the “Stop Hate for Profit” campaign that started last week. The campaign says Facebook “amplifies the messages of white supremacists” and “permits the incitement of violence.”

“The link between marketplace and racism has not been studied by corporate America,” says Kevin Thomas, who teaches multicultural branding at Marquette University.