Genuine support or not: How different publics perceive performative brand allyship for Black Lives Matter Movement

Abstract

This research aimed to investigate how various publics interpret companies’ showcasing of support for the Black Lives Matter (BLM) movement through performative allyship. The study used the situational theory of public to categorize publics according to their level of problem recognition, constraint recognition, and involvement in the racial injustice debate. It also examined whether various publics have varying opinions on how genuine a brand is and how much they trust it. Businesses should ensure their social justice efforts are open and will make a difference. The findings of this research were helpful for BLM activists as they devise campaigns and try to get brand support.