The Black Lives Matter mouvement is committed to opposing discrimination, racial based inequalities, police brutality towards Blacks and their marginalisation in the world.
In this new battle for human rights, social networks and medias are a great tool for informing and calling for demonstrations. Many celebrities and influencers have defended the values of equality and non-violence that the Black Lives Matter mouvement advocates.
In Paris, France, nearly 20 000 people gathered to fight police violence on Tuesday 2nd and 120 000 people on Saturday 13th before the Court of Paris. This call to protest was initiated on social networks by Assa Traoré, sister of Adama Traoré who died on July the 19th 2016 in a police station in Persan. Following the multiplication of police blunders all over the world, his death took on a newsworthy dimension. Protesters demand an end to police brtality and violence.
Brands also contribute to this movement and encourage their clients to demonstrate or sign petitions. Some of them also honour their black skin models. The Black Lives Matter movement has received a lot of support, but there is some question as to whether this is a real commitment or an opportunistic communication.
This is the question that @pullupforchange tries to anszer. This instagram account gathers statistics of black employees in multiple companies and with the hashtag #pulluporshutup it fights against opportunistic communication. This account defies brands to show the actual statistics of their black employees and their ranking in the company. Some brands cooperate while others do not dare to respond.
The LEVI’s brand responded to their call and shared their report. Their team is made of 37% Whites, 18% Blacks or African Americans, 28% Hispanics or Latinos, 10% Asians, 1% Hawaiians and 1% Amerindians. At first glance, diversity is present in this company, but LEVI’s admits, in total transparency, that the majority of their black employees work in their distribution centers or do not have high-ranking positions. Only 5% of their black employees work in the company’s head office. LEVI’s confirms that diversity decreases as you climb up the ladder.
The Body Shop brand has also published a diversity report. Within the head office (leadership and store management), 16.83% of employees are Black or African-American and 34.4% are people of colour. Within the American store organization department, only 10.94% of employees are black and 22.92% are people of colour.
Then, in the service of the organization of the American distribution center 41.36% of the employees are colored and 25.86% are Black or African-American.
Murad also shared its information. The American team is composed of 66% women, 61% people of color including 5% Blacks. The management team (Vice President and above) is composed of 40% women, 50% people of color including 10% black. The brand wants to improve the representation of diversity in their business.
Sephora is composed of 62% people of colour in the United States, 14% black or African-American and 83% women. Within the leadership os US stores, there are 45% people of colour, 6% black or African-American and 80% women. Sephora is committed to raising more Black employees to higher-ranking positions in the company.
10% of employees in the Shiseido group are African Americans and 42% are people of colour. 5% of managers are African Americans. 9% of the Directors and Vice Presidents are African-American.The group is also committed to improving its diversity and maintaining inclusion.
In short, the actions of @pullupforchange encourage brands to question the diversity and inclusion of their company and also in higher-ranking positions.The majority of brands that responded to the call said they were making changes within their companies to represent more diversity.
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