When George Floyd was killed in police custody, it felt as though the world had finally begun to pay attention to racism and its devastating consequences. Brands and businesses saw this too. In the weeks of protests and statements that ensued, brands spoke up, variously condemning the killing, asserting their positions against racism and supporting the Black Lives Matter movement.
This might have been unusual even a decade earlier when companies could stay neutral. Today, brands are expected to take a stand on what is happening in the world.
Some consumers want the products they buy to toe an ethical line and for businesses to have a point of view, as do the employees of those brands. This is all well and good but now that social media posts have been pushed further down our feeds, what is next for brands? How are they expected to behave?
Consumers are often cynical about companies making any real change. They point to historic brand behaviours, where a company may declare support for a cause but move along as soon as media attention subsides.
This creates an impression that brands merely offer lip service to trending causes and then forget about them.
Take Apple and Nike, for example, among the many brands who put up messages about tackling racism. They were quickly called out by people who posted pictures of their all-white leadership teams and criticised them for not practising what they preached.
Even when brands seem to be doing the right thing, there is the problem of navigating a backlash.
In the US, the Aunt Jemima brand of syrup and pancake mix by Quaker, owned by PepsiCo, announced it would change its name and brand because they were based on racial stereotypes that date back to the era of slavery and black minstrels. It was a decision that caused some controversy.
In Arizona last month, a speaker at a rally for US President Donald Trump called Aunt Jemima a "picture of the American dream” and said that “the leftist mob is trying to erase her legacy”. The speaker's comments were received with hostility online. Brands, it would appear, are as contested in culture wars as statues.
This is about everything from equal pay to employing people from diverse backgrounds, to workforce representation, to inclusive office cultures, to representative leadership
In the UK, two popular brands, Yorkshire Tea and PG Tips, decided that the way to tackle such a backlash was to challenge it. After receiving boycott threats from a far-right critic for not declaring support of Black Lives Matter, Yorkshire Tea tweeted: "Please don’t buy our tea again. We’re taking some time to educate ourselves and plan proper action before we post. We stand against racism." In a collaborative spirit, PG Tips, weighed in with its own tweet: "If you are boycotting teas that stand against racism, you're going to have to find two new brands now #blacklivesmatter #solidaritea."
As the two-teas saga indicates, companies may have realised that this is not just about the US. Tackling racism is a global challenge. In future, big businesses are going to have to tie conscience with commercial success. And while it is important for brands to issue statements about ending racism, this alone is not nearly enough. To bring about tangible change, companies will have to make new targets, spell them out clearly and ensure that they are met. Once they do that, more people might be drawn to the brand in question, which would translate into more business.
Customers at a tea room outside in Soho, London, UK, July 4, 2020. EPA
There are possibly huge untapped consumers, who are overlooked due to a number of factors: unconscious bias, ignorance and sameness of thinking within organisations. This means missed commercial opportunities. In the UK, for example, a scathing report this year titled Rethinking Diversity in Publishing found that white, middle-class readers were considered the only audience for books. This abysmal lack of diversity is a much wider problem, explained in part by a 1000-people survey in 2017 that found 90 per cent of people in the UK's publishing industry to be 'white British'.
None of this should come as a surprise. And yet along with striving for a diversity among audience, diversity in workforces has been proven to increase commercial success.
Doing the right thing is ultimately what brings a company dividends. Last month Johnson & Johnson announced that it will withdraw its skin-whitening products. Not only is this the right thing to do — a small step to dismantling racial hierarchy — it will also free the company to create products that address the needs of consumers that increasingly demand more socially conscious brands.
One aspect that has come to the fore in the aftermath of the Black Lives Matter protests is that brands need to be honest about their shortcomings. That is how they will be able to authentically take a stand against societal ills such as racism, and progress towards creating anti-racist workplaces, products and communications.
This is not just about who is photographed in advertisements and the skin colour of models. This is about everything from equal pay to employing people from diverse backgrounds, to workforce representation, to inclusive office cultures, to representative leadership, to making products that engage with a range of consumers and diverse supply chains. This is a time when something pivotal could emerge. But only if brands recognise that hashtag solidarity is no longer enough.
Shelina Janmohamed is the author of Love in a Headscarf and Generation M: Young Muslims Changing the World
BUNDESLIGA FIXTURES
(All games 4-3pm kick UAE time) Bayern Munich v Augsburg, Borussia Dortmund v Bayer Leverkusen, Hoffenheim v Hertha Berlin, Wolfsburg v Mainz , Eintracht Frankfurt v Freiburg, Union Berlin v RB Leipzig, Cologne v Schalke , Werder Bremen v Borussia Monchengladbach, Stuttgart v Arminia Bielefeld
Volvo ES90 Specs
Engine: Electric single motor (96kW), twin motor (106kW) and twin motor performance (106kW)
Power: 333hp, 449hp, 680hp
Torque: 480Nm, 670Nm, 870Nm
On sale: Later in 2025 or early 2026, depending on region
Hometown: Bogota, Colombia Favourite place to relax in UAE: the desert around Al Mleiha in Sharjah or the eastern mangroves in Abu Dhabi The one book everyone should read: 100 Years of Solitude by Gabriel Garcia Marquez. It will make your mind fly Favourite documentary: Chasing Coral by Jeff Orlowski. It's a good reality check about one of the most valued ecosystems for humanity
Treaty of Friendship between the United Kingdom of Great Britain and Northern Ireland and the United Arab Emirates
The United kingdom of Great Britain and Northern Ireland and the United Arab Emirates; Considering that the United Arab Emirates has assumed full responsibility as a sovereign and independent State; Determined that the long-standing and traditional relations of close friendship and cooperation between their peoples shall continue; Desiring to give expression to this intention in the form of a Treaty Friendship; Have agreed as follows:
ARTICLE 1 The relations between the United Kingdom of Great Britain and Northern Ireland and the United Arab Emirates shall be governed by a spirit of close friendship. In recognition of this, the Contracting Parties, conscious of their common interest in the peace and stability of the region, shall: (a) consult together on matters of mutual concern in time of need; (b) settle all their disputes by peaceful means in conformity with the provisions of the Charter of the United Nations.
ARTICLE 2 The Contracting Parties shall encourage education, scientific and cultural cooperation between the two States in accordance with arrangements to be agreed. Such arrangements shall cover among other things: (a) the promotion of mutual understanding of their respective cultures, civilisations and languages, the promotion of contacts among professional bodies, universities and cultural institutions; (c) the encouragement of technical, scientific and cultural exchanges.
ARTICLE 3 The Contracting Parties shall maintain the close relationship already existing between them in the field of trade and commerce. Representatives of the Contracting Parties shall meet from time to time to consider means by which such relations can be further developed and strengthened, including the possibility of concluding treaties or agreements on matters of mutual concern.
ARTICLE 4 This Treaty shall enter into force on today’s date and shall remain in force for a period of ten years. Unless twelve months before the expiry of the said period of ten years either Contracting Party shall have given notice to the other of its intention to terminate the Treaty, this Treaty shall remain in force thereafter until the expiry of twelve months from the date on which notice of such intention is given.
IN WITNESS WHEREOF the undersigned have signed this Treaty.
DONE in duplicate at Dubai the second day of December 1971AD, corresponding to the fifteenth day of Shawwal 1391H, in the English and Arabic languages, both texts being equally authoritative.
5pm: Sheikh Dr Sultan bin Khalifa Al Nahyan Cup – Prestige Handicap (PA) Dh100,000 (D) 1,700m; Winner: Al Mufham SB, Al Moatasem Al Balushi, Badar Al Hajri
5.30pm: Sharjah Marathon – Handicap (PA) Dh70,000 (D) 2,700m; Winner: Asraa Min Al Talqa, Al Moatasem Al Balushi, Helal Al Alawi
CHINESE GRAND PRIX STARTING GRID
1st row
Sebastian Vettel (Ferrari)
Kimi Raikkonen (Ferrari)
2nd row
Valtteri Bottas (Mercedes-GP)
Lewis Hamilton (Mercedes-GP)
3rd row
Max Verstappen (Red Bull Racing)
Daniel Ricciardo (Red Bull Racing)
Term life insurance: this is the cheapest and most-popular form of life cover. You pay a regular monthly premium for a pre-agreed period, typically anything between five and 25 years, or possibly longer. If you die within that time, the policy will pay a cash lump sum, which is typically tax-free even outside the UAE. If you die after the policy ends, you do not get anything in return. There is no cash-in value at any time. Once you stop paying premiums, cover stops.
Whole-of-life insurance: as its name suggests, this type of life cover is designed to run for the rest of your life. You pay regular monthly premiums and in return, get a guaranteed cash lump sum whenever you die. As a result, premiums are typically much higher than one term life insurance, although they do not usually increase with age. In some cases, you have to keep up premiums for as long as you live, although there may be a cut-off period, say, at age 80 but it can go as high as 95. There are penalties if you don’t last the course and you may get a lot less than you paid in.
Critical illness cover: this pays a cash lump sum if you suffer from a serious illness such as cancer, heart disease or stroke. Some policies cover as many as 50 different illnesses, although cancer triggers by far the most claims. The payout is designed to cover major financial responsibilities such as a mortgage or children’s education fees if you fall ill and are unable to work. It is cost effective to combine it with life insurance, with the policy paying out once if you either die or suffer a serious illness.
Income protection: this pays a replacement income if you fall ill and are unable to continue working. On the best policies, this will continue either until you recover, or reach retirement age. Unlike critical illness cover, policies will typically pay out for stress and musculoskeletal problems such as back trouble.
The bairaq is a competition for the best herd of 50 camels, named for the banner its winner takes home
Namoos - a word of congratulations reserved for falconry competitions, camel races and camel pageants. It best translates as 'the pride of victory' - and for competitors, it is priceless
Majahim - chocolate-brown camels that can grow to weigh two tonnes. They were only valued for milk until camel pageantry took off in the 1990s
Millions Street - the thoroughfare where camels are led and where white 4x4s throng throughout the festival
IF YOU GO The flights: FlyDubai offers direct flights to Catania Airport from Dubai International Terminal 2 daily with return fares starting from Dh1,895. The details: Access to the 2,900-metre elevation point at Mount Etna by cable car and 4x4 transport vehicle cost around €57.50 (Dh248) per adult. Entry into Teatro Greco costs €10 (Dh43). For more go to www.visitsicily.info
Where to stay:Hilton Giardini Naxos offers beachfront access and accessible to Taormina and Mount Etna. Rooms start from around €130 (Dh561) per night, including taxes.
The bio
Favourite food: Japanese
Favourite car: Lamborghini
Favourite hobby: Football
Favourite quote: If your dreams don’t scare you, they are not big enough
More than 2.2 million Indian tourists arrived in UAE in 2023 More than 3.5 million Indians reside in UAE Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
Place a sun reflector in your windshield when not driving
Park in shaded or covered areas
Add tint to windows
Wrap your car to change the exterior colour
Pick light interiors - choose colours such as beige and cream for seats and dashboard furniture
Avoid leather interiors as these absorb more heat
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
