10 Yetis Examples of Good and Bad PR – Monday 8th June 2020

We are not even halfway through the year yet, but 2020 has been an absolute whirlwind. Despite all the craziness that has occurred, the events of the last two weeks have arguably been some of the most important. Following the death of George Floyd on the 25^th May, large protests have broken out all over the USA and right across the world, in support of Black Lives Matter.

From a brand perspective, this has been a time to stand up and be counted in the fight against systemic racism – to speak out publicly in support, share resources, make donations and implement change in their own company and beyond. For this week’s good and bad PR I’m going to take a look at a selection of brands that have pledged their commitment to the cause, followed up with action.

First up it’s the beauty brand Glossier who, in a post on Twitter, confirmed that it would be standing in solidarity with Black Lives Matter, and committed to donating $500k to various organisations fighting the cause. In addition to this, the brand announced that it would be allocating a further $500k in grants to Black-owned beauty businesses. Good job, Glossier.

Although these actions should have no motif other than to do the right thing, comments under the post suggest that Glossier may have gained a few new customers from its gesture.

Michael Jordan has been amongst the largest donators to fighting racial equality in the wake of the death of George Floyd, having pledged $100m to various groups. The donation is to be spread out over the next 10 years to ensure the best use of the money.

It is not the first time that Jordan has dipped into his own pocket, having previously donated to several different causes, including Hurricane Florence relief and recovery efforts.

Lego has been praised (and criticised) after it pledged to donate $4 million to organisations that help support black children and educate all children about racial equality. In addition to this the brand has also temporarily pulled digital advertising of products involving police.

Ice cream maker Ben & Jerry’s is notorious for its brand’s activism – as well as that of its owners – and as such posted a message on its socials calling for the dismantling of white supremacy, including a four-point plan and legislation to help with this.

It is also rumoured that the co-founders of the ice cream were arrested during protests, showing true commitment to the cause.

It will be interesting to see if these same brands can follow through with their commitment, and maintain support going forwards, or whether it is just a one-off PR stunt (hopefully not).