Last Updated:
10/25/20 9:31 AM
overall rating:
do better
JetBlue
Internal Representation & Support
38%
Public Commitment
34%
External Communication
53%
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
We have not identified any notable highlights for this brand.
Lowlights
When JetBlue issued their public statement in June 2020, they did not specify an actual dollar amount donated to anti-racist organizations; they simply donated 3 million TrueBlue points in August 2020. The only other evidence of their support for Black Lives Matter is their existing partnerships with certain nonprofits; nothing additional has been announced.
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.
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Deep Dive
I. Internal Representation & Support:
Board of Directors:
10% - 11% Black, 16% - 20% BIPOC, 36% - 40% Women
Executive Leadership:
6% - 7% Black, 11% - 15% BIPOC, 26% - 30% Women
Information not publicly available
Workforce:
A Black employee resource group
DEI Support:
II. Public Commitment
JetBlue has pledged a donation of Unspecified contribution amount towards racial injustice, specifically for Black lives. Additionally, JetBlue has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations. JetBlue is also an advocate for the LGBTQ+ community.
III. External Communications
JetBlue 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 and included specific calls to action, but did not explicitly state "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with most posts falling flat and appearing unhelpful. 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.
