Why is there so much emphasis on these trainings, then? Part of the story is the budding industry emerging around them – expert guidance through “honest and raw discussions of white supremacy and implicit bias and an analysis of racial hegemony” doesn’t come cheap, and is a job creation program of its own. But there are other reasons why even seemingly apolitical brands like Gushers and Fruit by the Foot, who make delicious varieties of candy, are jumping on the liberal anti-racism bandwagon.
First, it might satisfy younger staffers who want to feel like they’re working for companies that are stalwarts of anti-racism. Second, some consumers might like such anti-racist gesturing. Third, showing a commitment to diversity and arranging for a diversity consultant to come in is cheaper than dealing with an anti-discrimination lawsuit, having to deal with a Twitter-led consumer boycott for a misstep, or paying black and brown workers more....
Yet even if corporations aren’t driving the race-conscious awakening, they’re willing to adapt to the new environment because the political demands flowing from activists are increasingly compatible with corporate profit-making and governance. Corporations are also more than happy to monetize the new social justice interest. Just think of Hollywood – which once blacklisted socialist actors and directors in the cold war – rushing to make films with watered-down accounts of Black Panther leaders like Fred Hampton (who was a Marxist) or the Chicago Seven (all of whom were radical anti-capitalists at the time).
Similarly, companies like Apple, where workers in the secretive Chinese complex that manufactures iPhones attracted global concern after a spate of suicides, just brought out a special edition $429 Black Unity Apple Watch that was marketed for Black History Month. Apple says: “The Black Unity Sport Band is inspired by the pan-African flag and made from soft, high-performance fluoroelastomer with a pin-and-tuck closure laser-etched with ‘Truth. Power. Solidarity.’” Where is the power or solidarity for the workers toiling in factories in China, one might wonder? Or for child workers in the Democratic Republic of Congo who toil and die in mines extracting raw materials like cobalt that are used in iPhones. One doesn’t hear anything about that kind of material injustice affecting the working class from the global south when corporations make their self-congratulatory PR statements around inclusion.
They would rather focus on symbolism and racial-justice-themed commodities and products than contend with more expansive state oversight of private employment decisions, like an affirmative action program. Better to have Kendall Jenner appearing in a schmaltzy BLM-themed Pepsi ad than paying more in taxes to help working-class people in the form of an expanded welfare state and cash transfers.
This has long been my experience with the billionaire leftists with whom I used to work. They felt guilty about their privilege but it was easier to hold fundraisers for the Democrats than use their wealth to change the world.
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