Foreword
Since the resurgence of interest in the Black Lives Matter movement following June 2020, we have seen
companies and organisations grappling with the reality of systemic racism.
Some were already doing this work as part of their mission, or a focus on diversity, equity and inclusion.
Some were motivated to do more and do better because their leaders and staff had increased their individual
understanding of racism and wanted to create collective impact. And others were keen to be seen to be
doing “something” - driven by the shame or fear of being “cancelled” (a word that is often used to mask the
accountability of being found out, after engaging in oppressive practices or behaviour).
Nearly four years on, the need for anti-racism work has never been greater. Yet investment, interest
and focus around anti-racism and tackling racism in our society is dwindling. Even if individual leaders are still
focussed and passionate, they are struggling to continue what they started. This is true of all sectors - but in
the charity and non-profit sector, we see this tension between intention, resources and will more sharply than
anywhere else.
At Brand by Me we build brands that drive social justice. As part of this work, we have been working with
brands to embed anti-racism into brand strategy for years. I’ve spoken and written about the power of
brands to drive anti-racism and equity, in sector publications, at conferences and in numerous podcasts.
And my call to action is always the same. “It’s time for organisations to build anti-racism into their brands”.
Yes, it’s time. So we’ve decided to share our learning and practice on building anti-racism and equity into
brand strategy with a wider community of brands (beyond our clients). And that starts, as all of our work
does, with an audit. The role of this research is not a “name and shame” or leader board of “who’s
doing the best”. That approach is unhelpful and implies there is a “best” to anti-racism, which of course
there is not. Anti-racism is a lifelong journey and process - for individuals, organisations, companies and
wider society. This report is designed to help organisations learn and move forward in their anti-racism
journey.
Reading this will help you take anti-racist action. Whether your organisation is featured as one of the named
brands in this report, or peer organisations from your sector are highlighted. Whether you are a charitable or
non-profit organisation or you are a marketing, brand or communications professional who simply wants to
understand how racism can show up in communications. If you are willing to listen, learn and unlearn, this
research will provide you with invaluable insight to get started, continue or refocus your organisation’s anti-
racism journey.
We’re excited to share this first product from our DISMANTLE series with you and we can’t wait for you to
read, absorb, learn and act on what you’ve discovered.
Thank you for reading. Let’s DISMANTLE systemic racism together.
Collette