Anti-Racism in Action: Key Lessons from 2024 to Shape Your Brand in 2025

As we bring another year to a close and step into 2025, it’s important for brands and organisations to reflect on what’s been happening in the anti-racism and justice spaces and consider how they’ve been approaching equity, diversity, and inclusion. Let’s take a look at a few key moments and lessons learned from 2024. 

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Lessons from 2024

Summer Riots

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The catalyst for the far-right race riots was a series of false rumours spread by social media used as an excuse for violence and igniting a wave of far-right violence that spread across major cities like London, Manchester, and Birmingham. Some of this unrest escalated into riots and destruction fueled by anger, mistrust, and decades of hateful media rhetoric around immigration and asylum. Social media also allowed far-right violent groups to organise on a national scale.

When racist violence erupted onto the streets of the UK this summer, we’re wondering why the brands that were so vocal about racism in 2020 didn’t leap to condemn the Summer 2024 riots with the same vigour. This serves as a reminder that anti-racism is a lifelong commitment, not just a tactical ad opportunity. For example, BT spoke up about racism during Euros in 2021. We like their ongoing #HopeBeatsHate and #HopeUnited anti-hate campaigns but were surprised that they stayed silent during the racist riots given their previous stance.

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Brand Scandals
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Let's talk about 'Heinz'. In October, Black History Month in the UK, one of the nation's most well-known brands sparked outrage for perpetuating harmful and racist stereotypes in outdoor advertising. Displayed in London Underground stations, the ad depicted a Black bride at a wedding table alongside her presumed mother, the groom, and his parents. The racism in the ad provoked heated discussions online (you can read our founder's insights. here), with many questioning how such an oversight was approved during the campaign’s development.

Heinz issued an apology, acknowledging the ad might have unintentionally reinforced negative stereotypes. And even this non-apology showed that Heinz hadn't really learned anything from what had happened. 

Heinz was forced to pull a second digital advertising campaign—again from October 2024. The campaign, called ‘Smiles by agency Gut New York, featured people grinning with Heinz Ketchup smeared around their lips, alongside the tagline, "It ha ha has to be Heinz.” The launch was timed to coincide with the release of the movie Joker: Folie à Deux, starring Joaquin Phoenix and Lady Gaga.

The campaign sparked backlash online, with some pointing out that one of the ads, featuring a black man, looked uncomfortably similar to blackface and minstrel shows. These performances, popular from the 19th century until the 70s, saw white actors in blackface playing exaggerated, cartoonish caricatures of Black people (for the amusement of white audiences). Although this visual ‘comedic’ device was often seen in popular culture as late as the 90s, ad campaigns featuring this type of imagery were retired long ago because they were widely understood as racist. 

These examples illustrate how easily brands can create real harm when they don’t prioritise anti-racism and have a breadth of people from racially minoritised communities involved at every stage of a brand’s creative and decision-making processes. Unless brands are proactively anti-racist, tokenistic diversity efforts will lead to racism. 

The racism exposed in both of these ads was also found in the examples we pulled out in our DISMANTLE report (from completely different brands in a different sector). Stereotyping, tokenism, and race-bending are common ways that racism shows up in brands, so here's our reminder to brand leaders and agencies that the need for listening and learning around anti-racism did not stop in 2020.

Download a free preview of our groundbreaking report here. Get a sneak peek into the actionable insights and sector-wide learnings.
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The US and  UK Elections

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Racism and equity were huge talking points in both the US and UK elections, shaping conversations and sparking debates across the world. 

Democrats in the US, led by Kamala Harris, pushed for the ‘George Floyd Justice in Policing Act’, which includes banning chokeholds and qualified immunity reforms. Republicans, fronted by Donald Trump stirred up division with proposals to increase funding for police and criticised the Democratic approach as anti-police.

The UK Conservative Party, fronted by Rishi Sunak, pledged funding increases for the NHS while avoiding direct commitments to tackle systemic racism, arguing that reforms should benefit “everyone, not specific groups.”. 

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In both the UK and the US, the silence on Palestine and the hard-line immigration rhetoric of parties that have previously taken a more equitable stance left justice-driven voters feeling like they had few options.

The Diane Abbott Scandal

‍In an appalling revelation in March, Frank Hester, the UK’s Conservative Party’s biggest donor, was caught making shocking and racist comments about Diane Abbott, Britain’s longest-serving Black MP. Hester reportedly said seeing Abbott on TV makes you “want to hate all Black women” and went as far as saying she “should be shot.”

This hate crime harmful rhetoric is deeply troubling, especially considering Diane Abbott has faced relentless racism throughout her career and should not have to endure such racism by those with power and influence. This scandal raised serious questions about the Conservative Party’s judgment and the behaviour of its key backers. But also it highlighted a wider issue about the treatment of Black women in the UK, with many Black women pointing to the apparent acceptance and tolerance of misogynoir in comparison to other forms of oppression. It's not about ‘oppression Olympics’, but it's always important to listen to the people who experience intersecting oppressions (like Black women who experience sexism and racism) to truly understand the impact of oppression and discrimination. 

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Key Trends for Brands in 2025

• The politicisation of equity: How fairness and equity will continue to be seen as divisive for brands, organisations and public figures alike.
• The resurgence of racism: How failure to tackle racism will cost brands long-term trust and credibility.
• The demand for authentic action: Why consumers are looking for brands that lead with values backed up by proactive action, not just words.

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2025 priorities 

Looking at the lessons from the last year and trends for 2025, here are the key antiracist actions your brand MUST prioritise in 2025

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• Always listen to the communities most impacted
  Outrage doesn’t always equal harm, so listening to the perspectives of those directly affected should always guide your actions. Listening helps avoid harmful actions and builds genuine connections.
  
  
• Don’t be afraid to speak up and out
  Your voice has power, and using it thoughtfully can inspire change. Silence in the face of injustice is increasingly viewed as complicity.
  
  
• Multiple truths can coexist - embrace nuance
  Racism, oppression, and inequity can seem complex, especially when contradictory truths exist simultaneously. Embracing nuance will help brands and organisations approach anti-racism work with care and authenticity.
  
  
• Build equity into your brand’s foundation
  When equity is integrated into your brand’s DNA, you’re less likely to falter. This means committing to anti-racism, anti-oppression, and justice at every level of your brand and/or organisation.

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Conclusion

‍2024 has felt like a huge step backwards when it comes to anti-racism. Not of course for Brand by Me, but in wider society. The promises made in 2020 seem like a distant memory and in their place, companies and brands seem to be retreating from even the most basic of DEI commitments.  

However, we remain hopeful and steadfast in this work. Because we have seen brilliant progress where brands are truly committed to doing the deep work of anti-racism. Our DISMANTLE report identified 10 actions of anti-racist brands with clear and tangible examples for each one. And this was encouraging to see and gave real and tangible insight into what brands need to be doing differently. Rather than seeing anti-racism work as a nice to have, it's a really important risk management strategy for any brand.

Authentic action isn’t just a moral imperative; it’s a strategic one. Brands that take meaningful steps to challenge racism and injustice will find their identities strengthened and their relationships with audiences deepened. The question for 2025 is not whether brands should act but how they can do so with integrity and impact.
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Partner with Brand By Me to embed equity and anti-racism at the heart of your brand. Build trust, strengthen your brand identity, and create a values-driven, future-proof strategy that resonates with all of your audiences. Explore our consultancy and training today. We look forward to working with you in 2025. 

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