Last Updated:
11/1/20 2:34 PM
overall rating:
keep going
KFC
Internal Representation & Support
60%
Public Commitment
66%
External Communication
41%
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
KFC has donated significantly more than its fellow Yum! Brands (an additional $6 million over five years plus a $1 million one-time donation). In addition, their Buckets on Buckets series with JJ Redick frequently promoted their partnership with Rock the Vote.
Lowlights
KFC Trinidad & Tobago released a Black Power ad for emancipation day featuring a chicken drum-Black power fist; they subsequently received flack for being extremely tone-deaf.
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, 26% - 30% BIPOC, 36% - 40% Women
Executive Leadership:
> 15% Black, 16% - 20% BIPOC, 11% - 20% Women
46% - 50% Women
Workforce:
An appointed DEI senior leader and/or a dedicated DEI organization
DEI Support:
II. Public Commitment
KFC has pledged a donation of 0.1% - 0.9% of annual revenue towards racial injustice, specifically for Black lives. Additionally, KFC has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, sponsorship of individuals who use their platform to speak out on racial injustice, and matching donations to a broad range of qualifying organizations. KFC is also an advocate for the LGBTQ+ community.
III. External Communications
KFC has issued a public statement on social media addressing racial injustice that 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, there is little to no evidence of additional actions the brand takes to show support of the LGBTQ+ and other marginalized communities.
