McDonald’s breaks with history to march boldly in support of Black Lives Matter movement

McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.

Why it matters

Mass-market brands draw their audiences from a wide range of communities, and the need to represent and support these diverse audiences is pressing. Failure to do so has an ethical component, but also could have profound business impacts as consumers push back against companies that do not make their stance clear.


  • Companies have traditionally been apolitical, but the efforts to push back against long-term racial prejudice and injustice mean this “independent”stance is less viable than ever.
  • Messages that support diverse communities should generally not include the usual branding assets used by marketers, as that undermines the...
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