Opinion: Businesses should not stay silent in racism pandemic

As the coronavirus pandemic continues its siege across the United States – with more than 107,000 deaths in just four months – the American Psychological Association declared a second pandemic has gripped the nation. A racism pandemic, APA’s president says, is taking a psychological and health toll on black citizens.

The crisis demanding an end to police brutality and racial injustice was brought to a boiling point in recent weeks after the alleged murder of George Floyd and Ahmaud Arbery, as well as the officer-involved shooting of Breonna Taylor.

Protests are widespread. Social media is jam-packed with commentary. Anger is growing – I see it in my friends and myself. There are no words to capture the mood of the nation in mourning, but it is so very heavy.

If you’re a business owner or manager – I hope you already understand that this racism pandemic is affecting your employees and spilling into the workplace. Ignoring it doesn’t change that, and in fact silence could exacerbate the issue.

Countless companies have taken public stands in recent days, making statements condemning police brutality and racism. And some have promised financial backing as well, with YouTube for instance pledging $1 million to the Center for Policing Equity and Peloton donating $500,000 to the NAACP Legal Defense and Educational Fund.

Ben & Jerry’s statement, in particular, has drawn attention because of its bold language.

“What happened to George Floyd was not the result of a bad apple; it was the predictable consequence of a racist and prejudiced system and culture that has treated black bodies as the enemy from the beginning,” the company’s statement reads.

Back in 2018, I wrote about the power of belief-driven consumerism. Nike had just released an ad featuring former San Francisco 49ers quarterback Colin Kaepernick. He began kneeling during the national anthem to protest social injustice and the treatment of black men and women in this country. A flurry of backlash cost him his job and divided the county – pitting ideologies of patriotism and justice against one another.

Nike’s ad featuring Kaepernick resulted in a 31% spike in online sales that Labor Day weekend. Studies have shown that consumers believe brands and businesses, more so than government, have power to solve societal ills. And an Edelman Earned Brand study said two-thirds of people would buy a brand because of that company’s stance on a topic.

But a business’ response to these challenges must extend beyond public perception and brand building. What does a statement or donation alone truly accomplish? Words are forgotten and money runs dry.

Workplaces that have, for instance, hired diversity and inclusion officers, engaged the community and its workers in conversation, and established a no-tolerance environment of racism are building platforms of real change.

No one has all the answers. There’s no formula. But silence isn’t working.

The Harvard Business Review recently compiled steps businesses can take to meaningfully take action against racism. Here are four key points:

1. Avoiding missteps. Keeping silent, becoming defensive and overgeneralizing is the wrong response. A 2019 study from the Academy of Management found that compassionate leaders, a climate of inclusion, and diversity of employees and executives empower black and minority employees. The study found the way businesses respond to “mega-threats,” like what we’re facing now, can either help employees feel safe or contribute to the racial identity threat and a mistrust of authority.

2. Acknowledge. Racism is real. Commit to learning about the challenges co-workers have faced both inside and outside your organization. Consume reliable materials on race relations in the workplace. Listen and learn from your co-workers, but don’t wait for them to start the conversation.

3. Affirm. Is your workplace safe for all employees? If an incident happens or an employee needs support, is a path to reach out to management clear? People want to know they are safe and that you are willing to engage.

4. Act. Racism is everyone’s problem. And business leaders have influence within their companies and communities to make lasting change. Seek out ways you can make a difference and take action.

If you’re like me, maybe you’ve wept in recent weeks over the pain this country has faced for generations. Maybe you’ve joined in on the protests.

But maybe you disagree. Maybe this isn’t something you want to think about or deal with. At the least, would you commit to listening and opening your heart?

That’s a call from Drury University President Tim Cloyd. Here’s part of his statement:

“These killings have highlighted the racism that is embedded within our country’s institutions. Our values and our civic duty dictate to us a responsibility to listen,” wrote Cloyd. “Listening – truly listening to each other – is an act of leadership. I implore each of us to listen closely and to find ways to act in our own communities in order to bring about systemic change so that our nation can live up to its highest ideals.”

Springfield Business Journal Features Editor 
Christine Temple can be reached at ctemple@sbj.net.