Recently Dove pulled an ad campaign that implied women of color were dirty. The ad featured a black woman pulling off her brown shirt to reveal a white woman. Since then, there has been a call to boycott the company altogether. But is a boycott justified? Or does the ad merely prove a larger point about racism in white America? Dr. King said that a “majority of white Americans are racists, either consciously or unconsciously.” Dove may not have meant to suggest that black skin is necessarily dirty but they unwittingly showed the company’s — and white America’s — deep rooted, unconscious programming that cannot reconcile the idea that black skin equals clean or pure. Previous Dove campaigns have subtly spouted this same message that white equals right. The ads are merely a symptom of a larger epidemic in our country and boycotting one company won’t change the root of the problem. Dove is not the first or the last company that will put out an ad that, without thought or intention, is harmful to black people. How many companies have to belittle us before we are all motivated to buy black?
When harm is unintended the impact is no less painful. Such is the case when a nice judge unwittingly sentences black defendants more harshly than whites in similar circumstances. It is often the good police officer who isn’t aware that he treats me differently during a traffic stop. At times it is the teacher who wants to make a positive difference in the world who just doesn’t think Quincy should be in advanced courses but Becky should. In each scenario there is no intended harm or conscious effort to treat black people differently and yet there are real life consequences. When the power, influence and money of a major corporation are added to the analysis, the danger is heightened.
Corporations are able to contribute big dollars to politicians who can do real harm to black people. Corporations have the power to hire hundreds or thousands of people and in doing so, impact the employment rate of an entire community or not. Corporations have the power to make advertisements and produce media to be consumed by the masses, effectively shaping how we see the world. They can even involve themselves in international affairs, helping to further or hinder the liberation of poor people abroad. That is a lot of power. The question is whether black people should continue entrusting our dollars to companies that might be well intentioned but can so badly miss the mark and in doing so cause us tremendous harm.
The original ad Dove made wasn’t all that bad but when it was displayed online as a still shot it was atrocious. It is likely that a lack of diversity within the company is responsible for the oversight. But if Dove does not value me enough to bring me into their creative process but wants my dollar, why should I give it? If Dove or any other company is filled with individuals who are unconsciously of the mind that I am inferior or less valuable, why would I continue to empower them to harm me — even if the harm is unintentional? It makes no sense and we must change.
Ladies, are you looking for a product to replace the gentleness of Dove for feminine hygiene? Try a “Nookie Cookie” from KJ Naturals, owned and operated by a phenomenal black woman. Fellas, are you looking for a new body wash now? Check out Garner’s Garden and their organic body wash. It’s not that Dove’s ad was the worst thing in the world. Rather, it’s that we cannot continue empowering entities that have the power to do us harm and because of their blind spots and unconscious racism will inevitably do so.
Most people who drive impaired are probably decent people and they make it home just fine. Still, we don’t think the risk is worth encouraging the behavior, under any circumstances. The potential harm is simply too great. Unconscious racism is the same way. I’ve used Dove for years and while I’ve been telling myself that I will find a new body wash, I’ve been slow in doing so. It’s time for me to stop spending, it’s just not worth the risk.