Brands and Social Justice Movements: The Effects of True versus Performative Allyship on Brand Evaluation

Following the murder of George Floyd in May 2020, many brands tried to convey their support of #BLM (Black Lives Matter) on social media (Blackout Tuesday). Some brands engaged in performative allyship (expressing allyship in words only), whereas other brands expressed support through words and deeds (true allyship). This research tests whether true versus performative brand allyship matters to consumers. We show that for the period following Blackout Tuesday, true ally brands performed better than performative ally brands and neutral brands (staying silent). Two experiments show that true ally brands are evaluated more positively than performative ally brands and that this effect is mediated by self-esteem and self-brand connection but moderated by race (greater effect of true allyship for Black consumers than White consumers). These findings suggest that brands have little to gain from acting as performative allies, and even less so toward the communities most affected by social injustice.