Brands Like Macy’s, Chipotle, Wayfair Show Solidarity for BlackOut Tuesday

June 3, 2020

    Macy’s, Chipotle, Wayfair are just some of the big brands that showed solidarity for BlackOut Tuesday this week.

    Originally created by members of the music industry, the initiative calls for a pause on conducting business in response to the killings of George Floyd, Breonna Taylor, Ahmaud Arbery, and other African Americans by police in the United States.

    The movement quickly expanded as social media users posted images of a black square with messages of solidarity with the movement.

    Brands jumped in as well, with some sharing how they will donate money to charitable organizations, changes they plan to implement in their corporate structures, and others simply posting the black square and letting it speak for itself.

    Below are some of the notable companies that participated.


    Big names in the food industry like Chipotle, Subway, Taco Bell, and TGI Friday’s posted messages of solidarity. The list of sit-down and fast casual restaurants that also participated includes Buca di Beppo, Caribou Coffee, Duck Donuts, Johnny Rockets, La Madeleine Café, Pret A Manger, Shake Shack, Smoothie King, Wetzel’s Pretzels, and Wingstop.


    App-based companies like Uber, Lyft, DoorDash, Grubhub, and Cash App showed solidarity to the cause on their social media handles.

    Lisa Frank

    A popular children’s stationary and sticker company, Lisa Frank is known for its bright color palettes and flashy illustrations. When the brand posted an image of a black square on its feed, one follower commented “It’s wild to see only black on the most colorful page I know.” The company also posted a link to a resource guide in its Instagram story.

    Professional sports leagues

    The NBA, NHL, and MLS participated in BlackOut Tuesday on social media. Outside of the United States, the Premier League posted a message saying “there is no room for racism, anywhere.”

    Retailers and clothing companies

    The CEO and co-founder of Wayfair Niraj Shah wrote a letter to the company with a list of action items that include offering paid time off for employees to go vote and a 30-day doubling of the company’s charitable donation matching program and for the program that offers paid time for volunteer work.

    Home stores Bed Bath & Beyond, HomeGoods, and World Market all posted black squares and messages of solidarity on their social media pages.

    Large clothing companies like Banana Republic, H&M, Gap, Macy’s, Nordstrom, Old Navy, and Zara also participated.

    Earlier messages of solidarity

    Many organizations and brands posted earlier messages of solidarity with the movement. Amazon, Apple, Nike, Adidas, Ikea, Panera Bread, Playstation, and Forever 21 were joined by companies like J. Crew, who pledged a donation to the ACLU.


    Lego has pledged $4 million "to organizations dedicated to supporting black children and educating all children about racial equality." Home Depot pledged $1 million to the Lawyers Committee for Civil Rights Under Law. Etsy pledged to donate $500,000 to Equal Justice Initiative and $500,000 to Borealis Philanthropy's Black-Led Movement Fund, in addition to matching employee donations. Ulta Beauty also promised to donate money to the Equal Justice Initiative but did not specify an amount.

    Calls for action

    Jamba Juice asked their followers to sign a petition for justice for George Floyd, saying that they “hope that justice will be served for the countless families impacted by tragedy.”

    Sweetgreen linked to a list of antiracism resources and wrote “we are using our privilege and voice to urge every non-black member of the sweetgreen community to do the uncomfortable work of deepening their own understanding of systemic racism and confronting bias. We can and must do better.”

    Internal initiatives

    Sephora shared that it is working towards challenging “prejudice and bias, including in retail” with in-store initiatives based on“research-driven curriculum focused on mitigating bias and driving positive behavioral change in all stores” including continuing beauty education for employees “on serving clients of all skin tones and skin types.”

    Starbucks held a partner forum over the weekend where 2,000 employees participated in a talk about the current situation with the company’s global chief inclusion and diversity officer.

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