Last Updated:
10/11/20 2:59 PM
overall rating:
keep going
Internal Representation & Support
59%
Public Commitment
62%
External Communication
69%
To evaluate this pillar, we take into consideration a range of factors, including but not limited to:
- Employee representation
- Diversity, equity, & inclusion (DEI)
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
Facebook is promoting #BuyBlack Friday to support Black-owned businesses. The company donated a considerable amount in its fight against racial injustice ($100 million per year, or 0.3% of annual revenue), and they also acknowledged their need for improvement internally as part of their public statement. Moreover, the app clearly highlighted voter information on their main menu during election season.
Lowlights
In response to the way Facebook has historically handled the spread of misinformation and violent racism across their platform, several large corporations boycotted advertising on the platform.
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:
> 15% Black, 21% - 25% BIPOC, 41% - 45% Women
Executive Leadership:
0% (none) Black, 0% (none) BIPOC, 26% - 30% Women
4% - 5% Black, > 40% BIPOC, 36% - 40% Women
Workforce:
An appointed DEI senior leader and/or a dedicated DEI organization, A Black employee resource group
DEI Support:
II. Public Commitment
Facebook has pledged a donation of 0.1% - 0.9% of annual revenue towards racial injustice, specifically for Black lives. Additionally, Facebook has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations that advance racial justice and/or uplift BIPOC communities, and matching donations to a broad range of qualifying organizations. Facebook is also an advocate for the LGBTQ+ community.
III. External Communications
Facebook 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, 21% - 30% of the brand's social media content has been centered around racial injustice with posts seeming performative in nature. While the brand does not regularly feature models in their social media posts, there is little to no evidence of additional actions the brand takes to show support of the LGBTQ+ community (beyond posting for Pride) or other marginalized communities.
