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words: “For once, don’t do it.” The ad, a twist on

its “Do it” motto, urged viewers not to “pretend

there’s not a problem in America.”

But some companies that offered up statements

of support were called out on their own track

records on race. L’Oreal, one of the world’s

biggest cosmetics companies, tweeted Monday:

“Speaking out is worth it,” and pledged a

“commitment” to the NAACP. That drew

swift criticism online from those who see the

company’s business model and advertising as

focused on white consumers.

Likewise, Amazon’s tweet urging the end of

“the inequitable and brutal treatment of black

people” received backlash from followers, who

questioned the company’s own commitment

during the coronavirus pandemic in which

employees have been complaining about unsafe

working conditions.

Other companies have been kept their

messages broad. For instance, The Walt Disney

Co. and its brands, like Marvel, Star Wars and

Pixar, all posted the same statement on Twitter

about standing for inclusion and with the black

community. Starbucks, which took heat in 2018

when two black men in one of its Philadelphia

stores were arrested for not ordering anything,

simply said it will stand in solidarity with black

partners, customers and communities: “We will

not be bystanders.”

Brand experts say corporate America needs to

go beyond statements and outline what they

plan to do to combat racism.

“Expressing solidarity with the Black Lives

Movement is the right message, but everyone

is jumping in on that bandwagon,” said Allen

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