From mom-and-pop stores to multi-billion dollar companies have all taken a stand against systemic racism. The Black Lives Matters (BLM) movement and other organizations call for actual change. Not misguided platitudes like “you have my thoughts and prayers” or tone-deaf tweets that aren’t genuine. 

Some companies expressed their mission to stand in unity with BLM… by making donation pledges and providing educational resources for their communities. 

We need to ‘vote with our wallets’ more than ever and do business with brands that align with our values. But, protesting, signing petitions, and making donations still apply and must continue. 

But, brands hold the responsibility to be accountable and transparent with their customers.

Here’s a list of seven major companies who ‘pulled up’ with large donations and more in this fight to end systemic racism. 

#1. Ben & Jerry’s 

This ice cream company has supported Black Lives Matter for over four years, and for Ben & Jerry’s, “silence is NOT an option”. Their slogan is timely as it is necessary to “Dismantle White Supremacy”

Instead of giving us a half-baked response on George Floyd’s death and BLM as other companies have… Ben & Jerry’s outlined on their website purposeful and concrete action the U.S. can take towards a more just and equitable society.

 The four actionable steps include: 

  1. A call to President Trump and other elected officials to commit our nation to a healing and reconciliation process. Also, the President should denounce white supremacists and stop aggressive action against protestors.
  2. A call for Congress to pass H.R. 40, to study the effects of slavery in the past until now. And provide solutions to remedy the aftermath of slavery.
  3. Ben & Jerry’s stands with George Floyd’s family. They hope to create a national task force who’ll draft legislation to end racial violence and to hold police accountable.
  4. A call for the Department of Justice to renew its Civil Rights Division. To dedicate themselves to defending the rights of all black and brown people.

    Ben & Jerry’s is hard at work to speed up our path towards justice here in America.

#2. LEGO

This beloved toy company of our childhoods has come alongside the BLM movement. LEGO knows we need more intentional action, and such expressed their desire on social media to stand in solidarity with BLM.

They pledged to donate $4 million to organizations that support black children and to educate all children about racial injustice. They also paused their online advertising of toys depicting police-related figures such as criminals, firefighters, handcuffs, etc.

Other companies have yet to donate to the BLM movement and other organizations. But, LEGO remains clear on their support towards ending police brutality and racial injustice for all.

#3. Glossier

This up-and-coming beauty brand took to Instagram to declare their solidarity in the fight against systemic racism and white supremacy. 


Glossier plans to donate $500,000 to the following organizations: 

  • Black Lives Matter
  • The NAACP Legal Defense and Educational Fund
  • The Equal Justice Initiative
  • The Marsha P. Johnson Institute
  • We The Protestors

The best part is they will donate $500,000 to black-owned beauty businesses. Glossier made the largest beauty brand donation so far. They’ve invested in action and change and provided their community with access to educational resources to get informed.

4. Twitter

Many Black Lives Matter supporters have used social media to amplify their voices on the issues of racial injustice in America. Twitter showed their solidarity with the Black Lives Matter movement by changing their profile pic black and added the popular hashtag #BlackLivesMatter to its bio.

Here are a few other actions Twitter has and will take: 

  • Flagged Trump’s tweets that mislead mail-in ballot procedures and glorified violence
  • Retweeted a thread from its @TwitterTogether which contains informative resources
  • Jack Dorsey, Twitter CEO, will donate $3M to Colin Kaepernick’s criminal justice group

Twitter and other tech companies like Microsoft and Apple have donated huge amounts of money towards a future free of injustice. 

#5. Sephora

Sephora released an open letter showing immense support and empathy to their employees and black America. Current members of Sephora’s Beauty Insider rewards program can exchange their points for donations to the National Black Justice Coalition. How does the reward program work?

With 500 points, you can give a $10 donation, 1000 points is a $20 donation, and you know the rest. If you have more than 15000 points, you can transfer the extra points through multiple donations. 

Sephora continues to pull up with their $1 million donations to the following organizations:

  • National CARES Mentoring Movement
  • The Center for Urban Families
  • The NAACP 
  • The National Black Justice Coalition
  • The National Black Coalition on Black Civic Participation Black Women’s Roundtable 

Sephora stands in solidarity with their black employees and the black community at large.

#6. Peloton

‘At Peloton, one of our core values is “Together We Go Far.” says the CEO of Peloton.  He also said, “Together We Go Far” means nothing without stating unequivocally that Black Lives Matter.’ Peloton was one of the first fitness companies to donate to anti-racism organizations. 

Peloton announced on social media they’ll give a $500,000 donation to the NAACP Legal Defense and Educational Fund. They included some practical action steps within their post too. One rocking example includes, for people to learn how to be anti-racist

Peloton and Glossier are great examples of how up-and-coming startups can leverage their platform for good.

#7. Levi’s

Levi’s is a brand we all know and love for their stylish jeans that fit great. All of Levi’s executives shared several quotes reflecting on people “[using] their voice” this upcoming election. Levi’s recently provided a $100,000 grant to LiveFree. 

Live Free helps organize communities to curb gun violence and promotes economic and racial justice. It doesn’t end there. Levi’s is doing the internal and external work of actively listening to their black employees’ experiences. Plus, they support groups that help marginalized communities. 

More Brands Support the Black Lives Matter Movement…