Last Updated:
2/27/21 11:30 AM
overall rating:
keep going
American Airlines
Internal Representation & Support
60%
Public Commitment
31%
External Communication
76%
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.
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Forms of monetary support we look for:
One-off donations
Recurring donations
Grant initiatives
Employee donation matching
Highlights
A quarter of American Airlines' Board of Directors is Black.
Lowlights
American Airlines has provided zero evidence that they've contributed financially toward racial justice causes outside of their routine partnerships and donations. In addition, despite impressive Black representation on their Board, their leadership team is 100% white.
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:
> 15% Black, 21% - 25% BIPOC, 21% - 25% Women
Executive Leadership:
0% (none) Black, 0% (none) BIPOC, 31% - 35% Women
14% - 15% Black, 36% - 40% BIPOC, 41% - 45% Women
Workforce:
An appointed DEI senior leader and/or a dedicated DEI organization, A Black employee resource group
DEI Support:
II. Public Commitment
American Airlines has little to no evidence of any monetary commitment publicly available.
III. External Communications
American 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, 10% - 20% 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, they have shown support of the LGBTQ+ community beyond Pride on social media but there is little to no evidence of inclusivity towards other marginalized communities.
