“Rebranding activism and corporate social responsibility: A study of how Black Lives Matter promoted or instigated Unilever and other brands to change their brand name.”

Abstract

A significant turning point in the history of corporate social responsibility was reached with the birth of the Black Lives Matter (BLM) movement in the year after the George Floyd tragedy. BLM's mission centers around promoting racial, social justice, and equality. This entire episode resonated with millions of people around the world, especially netizens, and sparked a global conversation about racism in general. This study delves into how multinational consumer goods companies, in particular, Unilever, faced mounting pressure to reevaluate their brand name and image, logo, as well as their advertising campaigns, which were deemed racially insensitive and offensive. It also examines their response to the entire controversy. Unilever decided to rebrand itself from "Fair & Lovely" to "Glow & Lovely" as a clear response to the outcry and growing concerns of consumers and the public. This transition towards inclusivity and diversity is of interest to both social science and management students.

This study sheds light on the role of consumer activism, brand authenticity, and the long-term sustainability of corporate responses to social movements while providing practical lessons for other companies seeking to navigate similar challenges in the pursuit of meaningful social change. Additionally, the research will enhance the understanding of the importance of brand authenticity and the long-term sustainability of corporate responses, empowering you with valuable insights for future endeavors in marketing, branding, corporate social responsibility, and consumer behavior. Ultimately, this research will help to equip with real-world implications and practical lessons, making it a valuable addition to your academic and professional growth.