How Companies are Taking Action Supporting the Black Lives Matter Movement – Multicultural Discussion

Project Description

On May 27th, 2020, footage was released showing the death of George Floyd while in police custody, causing civil unrest throughout the nation. This event sparked riots and debates regarding police and racial reforms worldwide. Many companies, who often attempt to remain apolitical, realized that they would need to choose a side during this movement. As companies are aligning themselves through this development, consumers are watching closely to how brands are supporting the Black Lives Matter Movement. OYE software was used in this report to create a multicultural analysis of the Black Lives Matter Movement, and how people respond online to the different attempts companies are making to express their support.

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Methodology

This analysis was extrapolated from a sample of 273,000+ Twitter conversations online discussing Black Lives Matter and the eight most discussed companies during the time period from June 1st to June 7th, 2020. Of those Twitter conversations, 33,000+ were from verified Hispanics and 16,000+ were from verified African Americans. The eight brands analyzed include Airbnb, Ben & Jerry’s, Netflix, Nike, Starbucks, Target, TikTok, and YouTube.

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