Nike & Facebook Responses to #StopAAPIHate Set Promising Example
Over the past year, there has been an increase in anti-Asian hate crimes in the U.S. — and brands need to address this, just as many stepped up and supported the Black Lives Matter movement. Marketers know all too well that words and actions matter — it's why advertisements exist.
According to AAPI Hate, there were 3,800 anti-Asian attacks/assaults reported in the last year alone. While racism toward Asian people in the U.S. is not new, it has increased and taken on new momentum since COVID-19.
The recent murders of eight people in an Atlanta spa in March 2021 (as well as other incidents such as in New York and San Francisco), which included six women of Asian descent, had prompted many people to begin protesting anti-Asian violence and calling for solidarity in support of the diverse Asian community.
View this post on Instagram
Many in media and marketing are speaking out, whether about personal experiences or issuing statements of support to the Asian community. For instance, Eric Toda, Facebook's global head of social marketing, recently told Ryan Berman in the Courageous podcast his own experiences with racism, stating, "My family has had to leave restaurants because someone decides they're going to harass a family in the middle of dinner. I've been told to go back to Chinatown at least once a year throughout my life, and the list goes on. This isn't new."
Toda went on to say that brands need to step up, stating, "I was really angry. Angry that our industry (marketing), an industry that constantly preaches diversity and doing what's right, didn't do what's right by standing for me and my community as we were getting murdered, harassed, and targeted."
This is a time for individuals and brands alike to speak up, show support, and stop perpetuating harmful stereotypes and ideas — as Toda stressed (and he also wrote an article for Adweek about racism here). Everyone deserves equality, freedom, and support; Toda said it best in his article, stating: "Don't let us die in silence... It's time for all of us to stand up for all of our people, our community."
Some brands are showing support by sharing messages of solidarity on social media, such as Salesforce and Starbucks — while others are donating money, holding events, and creating campaigns to foster positive change.
View this post on Instagram
For example, Etsy donated $500,000 to support the Asian Pacific Policy and Planning Council and Asian Americans Advancing Justice, while Apple is donating to groups affected by anti-Asian violence.
In addition, Peloton donated $100,000 to the Asian American Federation, and Clubhouse hosted a fundraiser with the L.A. Food Gang, which partnered with Asian celebrities who are advocating for awareness. Moreover, Airbnb published a blog post with resources for allies.
Meanwhile, Nike created and launched a video in support and is donating $500,000 to 20 nonprofits supporting AAPI causes — and Facebook held two live events on Instagram with political activist Amanda Nguyen, NextShark founder Benny Luo at the first, and second with director of Asian American Advancement Justice Asian Law Caucus Aarti Kohli.
View this post on Instagram
Actions speak louder than words, and while messages of solidarity are important to creating change and promoting awareness, actions need to back up these sentiments. We all have our part to play. It's time to step up to the plate.
Source
"Nike & Facebook Responses to #StopAAPIHate Set Promising Example," ANA, 2021.