Large American companies in solidarity with the black cause

Audio 03:35

By: Dominique Baillard Follow

A week after the death of George Floyd, the riots continued in more than a hundred American cities. These demonstrations denouncing racism against blacks often end in looting. Just when the US economy begins to emerge from containment. And despite the negative consequences on their business, the leaders largely express their solidarity with the demonstrators.

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On the economic level, the losses caused by looting are a problem especially for small shops or restaurants already suffocated by several weeks of forced inactivity. In some places, mayors preferred to delay deconfinement to heal the wounds of the riots. Most major retailers have been cautious, closing their stores completely or restricting opening hours. The WallMart and Target chains, which remained open throughout the confinement period, have provisionally suspended their activity in hundreds of their sites. To protect their employees and their property, some of their shops have been devastated by looters. Starbucks, Apple, Nike and Adidas have done the same.

But most put economic damage into perspective and above all communicate their empathy for the black cause

On social networks dozens of leaders of large companies express their solidarity with the African-American community. And their wish to see America confront its old demons. Nike goes straight to the point: "  for once don't do it!" Don't do it! Don't pretend there isn't a problem in America  . ” A diversion from its advertising slogan "  just do it!"  " That its competitor Adidas retweeted by putting its label "  together we make change, together we will make things happen  ". Gap, Asos, Macy's in the fashion industry. Starbucks or Netflix, Uber or Snap, the instant messaging popular with adolescents: all reacted in the same direction.

How to explain such a momentum?

Their communication is not without economic interests. For business to flourish all businesses need a peaceful, harmonious climate. Their messages are primarily addressed to their customers, all welcome regardless of the color of their skin. American business leaders also speak to their employees. To white people who have sometimes had racist behavior with customers, at Starbucks for example, and to blacks of course, because the talents and the work force of these African-Americans often dedicated to so-called essential jobs are as essential as the others to the smooth running of businesses. Of the 500 largest American companies listed by Fortune magazine, only 4 are now run by black men. The vast majority of decision makers are white, white men, who also feel the urgency to get involved in the great debate on racism in the police and the justice system. The owner of the fast food chain Shake Shack, says he is fully aware of his position as a white decision maker and intends to use it to make things happen. As for the 4 black leaders, they too spoke, among them Jide Zeitlin, the boss of the handbag brand Kate Spade and the luxury shops Tapestry, some of which have been vandalized. "  We can replace our broken windows or the bags," he wrote on Linked in , "but we can't bring George Floyd and the others back." Each of these black lives count  . ” A few words that summarize the sentiment most widely expressed in American business circles.

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