The momentum around the Black Lives Matter movement is mobilizing people worldwide to confront the hard truths around systemic racism. Governments, institutions, and legacy businesses are grappling with their racist past – or present. But because both COVID-19 and BLM have heightened consumer expectations for corporate social responsibility – intensifying scrutiny and amplifying any backlash – organizations are receiving mixed signals around how to show up. Canvas8's Understanding Allyship Deep Dive report examines the rising demands for immediate and lasting action regarding social change, and explores how brands can authentically show their commitment to the cause.
Businesses are increasingly interested in developing a long-term strategy around allyship, not just responding to calls for action in the moment. That’s because Gen Z are the most diverse cohort in US history, and Gen A are set to become even more so – all while we see a major shift in geopolitics, bringing non-white perspectives to the fore. In other words, the future will only get more diverse.
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This report offers ideas about what activism and allyship people want to see from brands. It identifies the sorts of immediate and lasting action that people want to see. Including the Applying Allyship framework, it'll help you interrogate whether any given action will be perceived as legitimate by the communities you’re seeking to support or represent.
Dr Francesca Sobande,
Digital Media Studies Lecturer at Cardiff University
“Brands cannot commoditize a community without contributing to it as people see through that quickly. Now more than ever, consumers research brands, their DEI strategies, company composition, and board. Also, you need to go into bat for a community through the good and the bad – not just for Pride or Black History Month but all year round.” 
Akama Davies,
Co-Founder of We Are Stripes
