Words by Lovell Owiti
Following the global protests for change, organisations, companies and governments reaffirmed their commitments to equality. But to achieve real change, they must do more than take the knee.
Like many football fans across the country, I sit down every weekend to watch the latest round of Premier League action. Some things have remained the same: the usual tension before the match, pre-match analysis by famous ex-players, and speculation about the comings and goings of the league’s biggest stars. But in recent months, football fans across the country would have noticed a new introduction to match fixtures, one which has united many, but nonetheless produced some uncomfortable groans from others: the taking of the knee.
This weekend, in particular, caught my attention. Not only has the gesture become a staple fixture of every match since the beginning of the season, but it has also become the centre of controversy and the catalyst for change across TV studios in sport, news and entertainment. But with ‘Black Lives Matter’ dropped from shirts, and with players and officials alike tentatively shrinking to their knees, I couldn’t help but think about the effectiveness of such gestures. The unity is admirable, and the message is strong – but are people receiving it? Is change occurring?
Its October, which in the UK means the arrival of Black History Month. And given the recent global events surrounding the death of George Floyd, and the global protests for equality that followed, it was a chance to access how true our collective intention was – an opportunity to put our money where our mouth is. It began with the Royal Mail. They announced they would be dedicating post-boxes to Black History Month. The head of the postal service described the move as “a great opportunity to celebrate the contributions that black people have made to this country over many generations.” Whilst very few will deny such recognition is well overdue, and though many will admire the good intent behind the message, its true impact on the change demanded across the country remains to be seen.
Like the Royal Mail, other companies joined in the chorus of support for the Black Lives Matter message and for Black History Month. For example, Sainsbury’s reaffirmed its pledge to diversity and inclusion in a statement: “We are proud to celebrate Black History Month together with our Black colleagues, customers, and communities and we will not tolerate racism.” Many welcomed it, but, unsurprisingly, it received some backlash.
Following the global protests after the death of George Floyd, customers and employees have demanded to know how committed brands and companies are towards diversity, inclusion and equality. In this new era – one where millions of people, especially young people, are unwilling to settle for inequality and inaction – ignorance is no longer bliss.
The demand for change and the fight for equality is the responsibility of everyone. One for all, all for one. It’s an issue that should affect everyone, regardless of colour, race, creed.
From Al Sharpton to John Boyega, the collective demand for change contained what many saw as non-negotiable clause: real and tangible improvements. After events, boardrooms were analysed, senior executives were scrutinised, and sport presenters were questioned – equality, diversity and inclusion became the most important issue of concern. With increasing spotlight and pressure, some companies and brands realised much more needed to be done.
And with much of the messages spread over social media, with celebrities highlighting hashtags and politicians hosting live interactions, Silicon Valley had to lead. Google announced a total of $175 funding commitment to Black businesses directly and some to Black-led capital firms. It also launched a Google for Startups Accelerator, which is a virtual programme explicitly for Black startup founders to work with Google experts. On education, which the company sees as being one of the main drivers of inequality and discrimination, the company is also expanding its investment in educational initiatives – this includes funding to reach young Black students, and grants to increase Black representation in Artificial intelligence.
For Microsoft, its support focuses on six organisations. These are: Equal Justice Initiative, Innocence Project, Minnesota Freedom Fund, NAACP Legal and Education Fund, Black Lives Matter Foundation and The Leadership Conference. As well as these, the company plans on including a $150 million addition to its diversity and inclusion efforts to increase the number of Black people in senior positions by 2025.
Apple’s CEO, Tim Cook, announced the company would be setting aside $100 million to create a Racial Equity and Justice initiative, aimed at challenging “systemic barriers to opportunity and dignity that exist for communities of colour.” This new initiative, the company says, will focus on education, economic equality and criminal justice reform. Amazon, Sony, Facebook and a host of other companies also made pledges amounting to millions of dollars to help fight racial inequality and injustice
If real change is to be realised, and a difference is to be made, more companies have to make financial and social pledges instead of resorting to empty gestures which merely ruffle a few far-right feathers. More initiatives like the ones described and others such as the 100blackinterns project – an initiative aimed at getting more diversity in the investment management industry – need to be established.
And it shouldn’t stop at corporations and large companies. As I watched the weekend’s Premier League fixtures, I couldn’t ignore that for all the kneeling and all the slogans, there still remained very few Black managers, coaches, and board members. Whilst Sky Sports and the BBC may have moved to increase the diversity in sports reporting, the game still lacks diversity.
This year, the global demand for change was, as recognised by people across the world, a pivotal moment in the fight for equal justice. In his eulogy at George Floyd’s funeral, Rev. Al Sharpton remarked on the changes he’s seen since he was a little boy during the Civil Rights Movement: “I was talking to a reporter, a young white girl, she didn’t look no older than 11 years old, she tagged my suit jacket and I looked around and I braced myself and she looked at me and she said, no justice, no peace.” A stark difference, Rev. Sharpton said, to the kind of remarks he received when he started out as a civil rights activist – a sign of some progress being made.
For that progress to become real change, though, more meaningful and measurable steps will have to be taken – we’ll need to do more than take the knee.
Jaden Smith has been working on his own initiatives to promote positive social change – read about them here.