Words by Natasha Hemraze
George Floyd’s death caused a global movement two years ago – but what’s happened since?
It’s been two years since the death of George Floyd. The incident – a Black man on the ground, face down, with a knee on his neck – sent shock waves across the world. Few could have foretold the events that happened next: global outrage, protests in the middle of a pandemic, a demand for something, anything to change. It was a moment so strong and overwhelming that no one – celebrities, brands, governments, friends, neighbours – could stay silent.
In the weeks and months that followed, statements were issued and promises were made. For organisations and brands, sitting on the sidelines was no longer an option. Nike – a brand which fancies itself a bit of a cultural mover – took the lead, promising to do its part in igniting long-lasting change. Their ever-present slogan “Just Do it” got a remake. “For Once”, they said, “Don’t Do It.” In it, they addressed and acknowledged systematic racism, vowing to “stand up for equality and work to break down barriers for athletes, all over the word”. The words were good, but the actions were much more important: the Oregon-based brand pledged to donate $40 million to the Black Lives Matter movement over the course of four years.
Ben & Jerry’s, too, had something to say. The ice cream giant has long had a history of taking strong stands on political and societal issues. From shaking up their employment practices – where they hire ex-convicts and homeless people, paying them a wage that covers necessities and alleviates poverty – to waging political campaigns, the brand is more than used to speaking its mind. On George Floyd, there was no mincing of words: George Floyd’s death was “the predictable consequence of a racist and prejudiced system and culture that has treated Black bodies as the enemy from the beginning.” After, they made a series of pledges, all aimed at supporting the movement and message behind Black Lives Matter.
Streaming giants joined in, and the likes of Netflix voiced the need to use their platforms to highlight and amplify Black voices. In the months that followed, they hired talent, launched projects and posted content aimed at giving Black talent a platform. Like them, other brands and companies pledged funds to the BLM movement.
The biggest names in sport, film, music and politics spoke out, and celebrities – in their own way – added publicity to the movement. Not talking about the death of George Floyd and the need to change the status quo was the quickest way to get some bad headlines. I’m minded to reflect on John Boyega’s impassioned speech, an example of a powerful, influential voice adding much-needed value to a conversation about race in all walks of life. Others, too, chose to use the world’s most watched events and platforms to make their own message: American footballer, Emmanuel Acho, chose to adorn his tailored suit at the 2021 Emmy Awards with the names of those who’ve suffered at the hands of a legal system fraught with systematic racism. Then there were the words and actions of the biggest, hype-inducing names in popular culture. Kanye West offered to pay for Gianna Floyd’s college tuition, leading to a show of public gratitude: “Thank you Kanye for securing my college education”, she posted on Instagram. He added $2 million to the legal fund of Ahmaud Arbery and Breonna Taylor, in addition to funds invested in Black-owned businesses.
The promises made in the weeks and months following Floyd’s death are well-documented. The demand for accountability and change was too strong to ignore – but exactly what has changed? The answer to that question depends on who you ask. Some have made good on their promises, investing funds and making genuine efforts to address key issues. Others have not – and they’re paying the price. Long gone are the days of saying one thing and doing another, and consumers – especially Gen Z – are increasingly willing to boycott companies who do so.
In general, few things have changed. A lot hasn’t – racism remains a big problem. Society’s more aware, and more and more people seem ready to demand change. George Floyd’s death wasn’t the first of its kind. It captured the world’s attention. What happened after was a global movement for change. But whilst some steps have been taken – there’s still a lot to do.
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