Brands who listened and changed their marketing to shift away from racist origins.

By Kimberly Orton, Managing Director at Red Sky Strategy

February 2021 has not been a typical Black History Month, to say the least. In the midst of a global pandemic, the Black Lives Matter movement, and racial tensions and unrest in the country, we now find ourselves at a pertinent and opportunistic turning point.

In addition to many shifts, 2020 brought the gift of greater illumination around systemic racism, justice and inequality. Following in course are those who have listened, heard, and taken action. As February nears its end, we reflect back on a few of the leaders who embraced change in their culture and marketing.

Brands Who Listened and Changed

Aunt Jemima, with its iconic pancake mix and syrup, became a new brand through the removal of their historic and racially charged image, relabelling themselves as Pearl Milling Company. Interestingly enough, the brand had in its beginnings over 130 years ago in St. Joseph, Missouri with the Pearl Milling Company. Parent brand Pepsico made the official announcement in 2020 that the name and branding no longer reflected their company values.

Additionally, in late 2020 Uncle Ben’s Rice also underwent a rebranding after long-standing accusations of racial stereotype and appropriation. The company listened to the will of the country, its shareholders, and most importantly the company’s own employees. Thus, their name was changed to Ben’s Original. The company acknowledged the inequities, shifting their branding and messaging to reflect inclusivity.

Both companies are implementing changes beyond marketing and brand strategy. From incorporating greater support for minorities within the workplace, to furthering focus on equity and equal opportunity, each has made a commitment to continue and strengthen these efforts moving forward.

There is a list of other companies working to eliminate references and perceived racial slurs within their branding. For instance, Conagra is looking at Mrs. Butterworth’s packaging bottle with the shape of a heavyset black woman. Santa Barbara restaurant Sambos is changing its name to one no longer linked to the controversial children’s book. These are just a few in the grander scheme of mass rebranding throughout 2020-2021.

Continuing to make a difference

It’s important to note that while many of these transformations began as marketing motions, each also brings heightened awareness of the need to make these changes both outwardly and internally. 

In years past, Black History Month meant nation-wide celebrations of the contributions, impacts, and imprints of Black individuals throughout history. This year, we not only recognize their history and influence — but also the many brands who listened and changed, shifting away from racist origins, moving into an age of unity and true equal opportunity.

As Black History Month comes to a close, we are driven to move forward boldly in our conversations around racial justice. Additionally, we are emphasizing our own self-reflection and active movement toward a society that celebrates and respects each of its diverse individuals. If your brand is curious about how your consumer audiences are evolving along with this movement, RedSky Strategy can provide the right mix of sensitivity and pragmatism to insights to inspire change.

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