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Harvard Business Review

WHEN A BRAND STANDS UP FOR RACIAL JUSTICE, DO PEOPLE BUY IT? Recent protests demanding social justice and the affirmation of the Black Lives Matter (BLM) movement have provoked a flurry of activity among corporations as they drop brands that have racist connotations, reposition other brands with ambiguous to outright offensive racial implications, explicitly state their solidarity with the movement, and donate money to racial justice causes.

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