Major brands taking to social media to condemn racial inequalities have been challenged to back up their words with action to tackle a lack of black leadership in many firms and entrenched racial pay gaps in the United States.
As protests against the death of an unarmed black man George Floyd at the hands of police sweep the nation and spark wider debates, dozens of major firms have shared online posts condemning racism and calling for change across society.
As social media lit up with hashtags for Black Lives Matter and the #BlackoutTuesday campaign in support of protests, top companies - from entertainment giants to beauty firms and sports brands - shared posts calling for racial equality.
It could be a smart PR move - brands which speak out in support of the Black Lives Matter movement or donate to social justice causes are seen more favourably by consumers, found a poll by U.S. data and analysis firm Morning Consult.
The Civil Rights Act of 1964 made it illegal for U.S. employers to discriminate based on race, yet black workers earn much less than whites and are underrepresented in top jobs, with just four black chief executives among the Fortune 500 firms.
