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Last Updated:

11/8/20 2:22 PM

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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



In July 2020, FX and Hulu launched "The New York Times Presents", a 10-episode series investigating Breonna Taylor's death. In addition, their adaptation of Little Fires Everywhere chose to focus heavily on race where Celeste Ng's novel did not. Their production team for this series also featured strong female leadership.


Zoë Kravitz called out Hulu's lack of diversity after her highly rated show High Fidelity was cancelled. Hulu-exclusive show "Woke" received criticisms as well, having been accused of lacking a fresh exploration of the Black experience.

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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, 26% - 30% BIPOC, 36% - 40% Women

Executive Leadership:

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

Information not publicly available


A Black employee resource group

DEI Support:

II. Public Commitment

Hulu has pledged a donation of 0.001% - 0.009% of annual revenue towards racial injustice, specifically for Black lives. Additionally, Hulu has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, co-branded partnerships with other companies, and matching donations to a broad range of qualifying organizations. Hulu is also an advocate for the LGBTQ+ community, immigrants, people living with disabilities, and Indigienous populations.

III. External Communications

Hulu has issued a public statement on social media addressing racial injustice that 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. While the brand has made an effort to include ethnic diversity on social media, they have not made an effort to increase Black representation. However, the company has shown support of the LGBTQ+ community through multiple posts beyond Pride.
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All messages are sent to the Undertones team. The brand feedback is collected and consolidated on a quarterly basis. The Undertones team will send the messages to the appropriate contact and keep you posted on any response!

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