Last Updated:

3/6/21 10:45 AM

overall rating:

do better

Alaska Airlines

Internal Representation & Support
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37%

Public Commitment
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33%

External Communication
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72%

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To evaluate this pillar, we take into consideration a range of factors, including but not limited to:

- Employee representation

- Diversity, equity, & inclusion (DEI)

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We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.

Forms of monetary support we look for:

One-off donations
Recurring donations
Grant initiatives
Employee donation matching

 

Highlights

Alaska Airlines has consistently reported on their specific internal goals around racial equity and reform, elaborating upon their original commitment in in August 2020 and again in February 2021.

Lowlights

Alaska Airlines has provided no evidence of any monetary commitment to external organizations supporting racial justice. While the company has committed to extensive internal reforms, it has not indicated how much it intends to pledge towards realizing those goals.

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We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.

Public statement: We verify that companies have made a formal statement regarding racial injustice.

Social media: We consider how a company uses their platform(s) beyond performative allyship.

Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models. 

Looking for an equitable brand as a replacement? Click here to see our directory! 

Deep Dive

I. Internal Representation & Support:

Board of Directors:

6% - 7% Black, 26% - 30% BIPOC, 36% - 40% Women

Executive Leadership:

0% (none) Black, 16% - 20% BIPOC, 36% - 40% Women

Information not publicly available

Workforce:

A Black employee resource group

DEI Support:

II. Public Commitment

Alaska Airlines has little to no evidence of any monetary commitment publicly available.

III. External Communications

Alaska Airlines has issued a public statement, both on social media and in a public memo, addressing racial injustice The public statement acknowledged that they can be doing better to combat racial inequality within their company, included specific calls to action, and explicitly stated "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeming performative in nature. The brand has made an effort to include ethnic diversity, specifically increasing Black representation, and has shown support of the LGBTQ+ community beyond Pride on social media, there is little to no evidence of inclusion of people living with disabilities or a wide range of models with varying body types.
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