Now, according to the Transformation & Communication-/Action Alignment framework, the guiding question here is:
What does New Balance do to transform the system (internally & externally) and how does Communication and Action align?
To set the stage, in this specific case, the system to be transformed is systemic racism. At center, this is what the movement is calling out. How is New Balance addressing it, or not addressing it? Is New Balance brownwashing?
We’ll start with the obvious. In the Instagram post we see the brand making a statement of solidarity, encouraging partners and community to engage in peaceful action and to support the petition for Justice for George Floyd. Connecting a solidarity statement (message) with a call to actively support (action) is a good move and gives the post some gravitas.
New Balance then even takes action a step further. Three days later, the brand posted another statement, saying it “will be donating 10.000 pairs of running shoes to Black community-based programs in the Atlanta area”.
At first sight, the brand does well to communicate and act but how about the “transformative character” of these posts? Is their message an expression of an underlying intention to transform on systemic, institutional level? To fully understand whether the brand colorwashes or not, let’s have a closer look.
