Steps to Analyze a Brand's Support for Racial Justice or Anti-Racism

Step One:            Read the following article from the Harvard Business Review

• Menon, G. and Kiesler, T. (2020). When a Brand Stands up for Racial Justice, Do People Buy It?org. https://hbr.org/2020/07/when-a-brand-stands-up-for-racial-justice-do-people-buy-it

Step Two:            Select a brand that has stood up for racial justice or anti-racism 

• The brand you select cannot be one that has been discussed or in the above article.

Step Three:        In a few sentences, explain what the brand did in support of racial justice or anti-racism

• Describe the action, ad, or campaign
• Be sure to use your own words/paraphrase
• Cite all sources, both within the document and in the corresponding Bibliography (APA)

Step Four:           Evaluate and (in a few sentences) report the Level of Participation and its Perceived Authenticity

• The chart in the HBR article will be very helpful to you as you do this analysis
• Report this information in your own words/paraphrase
• Cite all sources, both within the document and in the corresponding Bibliography (APA)

Step Five:            Conclude by telling me (in a few sentences) if the Orientation of the Action is corporation or societally oriented.

• Explain why you came to the conclusion you did
• The chart in the HBR article will be very helpful to you here as well

 Step Six:              Organize your submission in a clear, easy-to-access, professional looking format

• Divide the information up into several short paragraphs corresponding to the above steps
• Feel free to use headings
• Use graphic highlighting to draw attention to key info
• Type your full name at the top of the page (name you prefer to be known as + last name)

 

You have followed the instructions and completed all six steps:                                              

It’s clear from your submission that you have read the HBR article and used the accompanying chart in your analysis: