It’s not hard to take a stand, it’s just rare to mean it

All around the web this past week, brands, celebrities, your connections on social media sites, are sharing their #blacklivesmatter thoughts, in largely disappointing fashion. First, it was a black square, which was roundly criticized for being phase 1 of “activism theater”, as I like to call it. Then, the posts started appearing. One after another, almost indistinguishable.

They mostly follow a template that goes something like this:

• Personal: “I haven’t felt comfortable speaking up”
• Brand: “We know this is a difficult time”
• [further introspection about themselves]
• “The time has come to take a stand”
• #BlackLivesMatter
• [applause and likes]

Well-intentioned in most cases, but also self-serving, tepid, and unconvincing.

Now read what Ben & Jerry’s had to say.

That is how you take a stand and mean it.