Beyond an Anti-Asian Solidarity Post: How to Create Authentic Public Statements.

Since the beginning of the COVID-19 pandemic, anti-Asian hate has been on a steep rise. In the wake of the violent attacks on the Asian community, all eyes are on brands to see who will raise their voices and take a stand against racial injustice.

Before jumping into the conversation, brands must challenge themselves to move beyond performative activism. Companies can start by addressing the racial discrimination within the workplace and committing to a tangible plan of action. A brand’s public statement of solidarity must align with its core values. Otherwise, the brand risks losing the trust of its consumers.

More importantly, listen and act with compassion. Acknowledge the harm caused by anti-Asian racism and racist rhetoric, and extend support to those who are impacted.

Consumers want more than just words and promises. They desire authenticity and meaningful action.

LEAD WITH COMPASSION

As leaders and marketers, your first step is to acknowledge the increase in anti-Asian hate crimes with your internal team and recognize their negative effects on your employees. Upper management should be responsible for communicating this message, or ideally, lead this initiative.

The outpour of racism and xenophobia has illuminated the invisibility and foreignness that many Asians face while living in North America. As a first-generation Asian Canadian, I understand firsthand how important it is to feel seen. Diversity and inclusion have always been a common thread throughout my career, which culminated in the creation of AndHumanity, an inclusive marketing and communications agency.

Growing up, I was surrounded by vibrant cultures, but there was a disparity between what I saw on the screens and in real life. The lack of representation has a way of chiseling away our confidence and sense of belonging.

What the Asian community needs right now is true recognition and validation. Instead of being data-driven, focus on the people you serve in order to create real change.

CHANGE STARTS FROM WITHIN

How you show up for your employees will be indicative of how you show up for your community. Build an inclusive workplace by holding space for your BIPOC employees, so they can heal and thrive.

Initiatives, such as Employee Resource Groups, provide a safe forum for individuals to share experiences and be heard. Allow employees to self-identity and participate voluntarily. These conversations may be triggering for those who have encountered racism and cause re-traumatization, so do not expect everyone to contribute. Ensure there are mental health resources and services available to those who need them

Becoming an anti-racist organization is a learning process, and you might need to draw on external expertise. Connect with local Diversity, Equity, and Inclusion (DEI) experts from the Asian community for guidance on developing a long-term DEI plan and applying DEI strategies to your organization.

PUBLIC ACKNOWLEDGEMENT

Once you have done the internal work, you are ready to tackle the public acknowledgement.

Every organization is at a different point of their journey in becoming an anti-racist and inclusive organization. In ourBrand Inclusion Framework, brands with medium to high ratings of intercultural sensitivity (Minimization/Adaption and above), are well-positioned to post anti-racist content that is reflective of their existing culture.

For those who are just embarking on this journey, focus on laying the foundation for an actively anti-racist workplace culture. If you do not have a previous track record in the area of DEI, own up to it without making excuses. Create a commitment plan and stay accountable. Transparency is better than performative activism.

Depending on where you are on the curve, follow the steps below to to draft an impactful public statement:

Brand Denial and Defensiveness:

Examples:

• You are new to the anti-racist conversation and have not done much DEI work. You have been called out for not being inclusive but have not yet addressed these issues within your team.

Response:

1. Do foundational training or put together a strategic DEI plan before providing a response.
2. Take a public stand against anti-Asian racism and attacks of any shape or form.
3. Acknowledge that you are in the early stages of your inclusion and diversity work. Sample wording: “We recognize that we have not done enough internally in the areas of inclusion and diversity, as well as anti-racist training and practices.”
4. Share how your organization plans to address racial bias and discrimination within the workplace. Steer away from donating to charities as the only display of support.

Brand Minimization:

Examples:

• Your organization has done the internal work and has an organization-wide DEI strategic plan in place. However, you tend to have a universal approach.
• Your internal team has completed some training in diversity, equity and inclusion.

Response:

1. Take a public stand against anti-Asian racism and attacks of any shape or form.
2. Acknowledge that there is more to do.

Outline your next steps to address systemic racism within the organization. (Again – do more than just donate!)

Brand Acceptance:

Examples:

• You have DEI strategic plans in place with accountable milestones and measurements.
• You have been actively inclusive of at least one dimension or community. There is buy-in and support from leadership to incorporate inclusive practices.

Response:

1. Take a public stand against anti-Asian racism and attacks of any shape or form.
2. Acknowledge the harm caused by anti-Asian racism and racist rhetoric.
3. Speak about how you, as a team, will do the internal work and further commit, or how you have partnered with allies in this space to do the work.

Brand Adaptation and Up:

Examples:

• You are already a pioneer or leader in the area of DEI.

Response:

1. Take a public stand against anti-Asian racism and attacks of any shape or form.
2. Acknowledge the harm caused by anti-Asian racism and racist rhetoric.
3. Share your strategies and approach to anti-racism within your organization and the greater community.

Becoming anti-racist is a long-term plan, not a one-time Instagram post. By reflecting before responding, you will relate to your audience in a genuine way and prove that you are a brand that truly cares about the people and the community you serve.

To find out where your brand sits on the curve, take our free Brand Inclusion Self-Assessment. After a short survey, you will come away with actionable steps to become a more inclusive brand, from the inside-out.

Got a question or want more information? Contact us at: us@andhumanity.ca

Author: Tammy Tsang, Co-Founder and Brand Value Strategist at AndHumanity