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Last Updated:

10/25/20 4:32 PM

overall rating:

undertones approved


Internal Representation & Support
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Public Commitment
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External Communication
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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



Chase's overall $30 billion over 5 years commitment to Black and Latinx communities is massive in comparison to most other corporations (approximately 4% of its 2019 annual revenue). Chase has also shown its support through events and sponsorships, for instance its celebration of HBCU grads back in May; its launch of a program supporting Black entrepreneurs; and the continuation of its Fellowship Initiative that helps BIPOC men prepare for college. In addition, Chase has been actively cutting ties with racially abusive customers.


Chase allegedly has a history of donating to police groups. In addition, the CEO's photo kneeling with staff (as a reference to Kaepernick) was accused of being performative. While its overall donation amount is commendable, the company has not provided specifics around the allocation of its donation to antiracist organizations.

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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:

10% - 11% Black, 6% - 10% BIPOC, 26% - 30% Women

Executive Leadership:

> 15% Black, 26% - 30% BIPOC, > 50% Women

12% - 13% Black, > 40% BIPOC, > 50% Women


An appointed DEI senior leader and/or a dedicated DEI organization, A Black employee resource group

DEI Support:

II. Public Commitment

Chase has pledged a donation of 3.0% - 3.9% of annual revenue towards racial injustice, specifically for Black lives. Additionally, Chase has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as sponsorship of individuals who use their platform to speak out on racial injustice, sponsorship of events, and matching donations to a broad range of qualifying organizations. Chase is also an advocate for the LGBTQ+ community and people living with disabilities.

III. External Communications

Chase has issued a public statement on social media addressing racial injustice that included specific calls to action, but did not explicitly state "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. 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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