In a world bathed in a steady stream of information and social media flashes, it's become increasingly difficult to discern between substantial action and mere performative gestures, especially regarding the age-old issue of racism. At the epicenter of this quagmire are companies keen on establishing their wokeness, often basking in the afterglow of their own public relations' brilliance. The real question is, are they donning the cloak of anti-racism as a facade, or are they genuinely committing to combating the racial bias monster?

If we look closer, there's a vast gulf between tweeting supporting anti-racism and integrating anti-racist principles within company culture. To put it in simpler terms, are companies merely dating the idea of anti-racism, or are they committedly married to it?

Let's be honest. Tweets, black squares, and recycled MLK quotes have their place. They do. But if a company's commitment to racial equality stops at 280 characters or the occasional seminar, we must ask ourselves if we're watching a performance rather than a deep-rooted change. Remember, a splashy hashtag is a tool, not a testament.

To gauge a company's commitment, one must delve more deeply beyond the attractive veneer of solidarity slogans. Here's a hint: Look at their hiring and promotion statistics. Does the ethnic diversity reflect in the upper echelons, or does it taper off after a certain point? And by diversity, I don't mean just faces but voices, experiences, and backgrounds that influence significant decisions.

Next, consider mentorship programs. It's one thing to hire diversely, but do those employees receive the support and mentorship they need to climb up the ranks? Or do they remain pigeonholed in entry-level or mid-management roles, silencing potential leaders before they can fully realize their potential?

Moreover, it reflects upon a company's relationship with its community. Are they actively supporting local initiatives, education programs, or outreach that helps marginalized communities? Or is their involvement limited to the occasional charity ball photo-op?

Finally, let's peek into the heart of these companies: their products and services. Are they consciously working to ensure their products don't perpetuate stereotypes or biases? Are their algorithms, especially for tech companies, regularly audited to eliminate racial bias?

It's a harrowing gauntlet, I agree, but a necessary one. Because in a world where racial tensions still seethe below the surface and injustices are perpetrated daily, the urgency is real. We can no longer afford to be appeased by grandiose gestures that lack substance. We need companies that aren't just talking about it but are entrenched in the complex, grueling, rewarding work of being anti-racist.

When we shift our gaze from boardrooms and cubicles, we find another potent area for companies to show their true colors: their external partners. With whom does your company choose to collaborate? Are these partners also committed to anti-racist actions? Or are the partnerships mere transactions, absent of any moral compass? A company's commitment to battling racism doesn't halt at its front door; it extends to those it chooses to associate with.

Additionally, scrutinize the company's training programs. A single annual seminar on diversity and inclusion doesn't cut the mustard anymore. Genuine anti-racist initiatives involve continuous learning, ongoing dialogue, and actionable steps that evolve as society does. It's not about checking a box for " doing the diversity thing this year." It's about embedding it into the company's DNA. How is feedback from these sessions implemented? Is there a platform for minority voices to share their experiences and insights without fear of retribution?

Let's not forget about the customers. A company's clientele is a reflection of its values. How does a company address racist behavior from its customers? Is it brushed under the carpet for fear of losing business, or is it confronted, even at the risk of short-term loss? Businesses wield significant influence over social narratives and can set powerful precedents by taking a stand.

Remember, no company can singlehandedly wipe out systemic racism. The beast has been cultivated over centuries and is intertwined with various societal structures. However, every company has the power, and I'd argue, the responsibility to take a sledgehammer to the portion of the wall it influences. The measure of a company's commitment to anti-racism isn't in the number of black squares posted but in the number of barriers it helps dismantle.

In this quest for racial equality, companies should remember that silence, inaction, or superficiality can often be as damaging as overt bigotry. It's a journey that requires self-reflection, uncomfortable conversations, and tangible actions.

It's also imperative to consider accountability, my friends. In a world of constant and almost dizzying change, companies must reassess, recalibrate, and report on their initiatives. Are we privy to regular updates on diversity statistics? Do companies openly admit when they have failed in certain aspects and detail how they plan to amend their course? Or do we get a swirl of opaque language and jargon that amounts to very little? The commitment to fighting racism requires an unflinching willingness to acknowledge missteps and critically correct them. Without accountability, all initiatives are but hollow echoes in a cavernous void.

Don't overlook the fine print, either. What are the repercussions for employees who engage in discriminatory behavior? Is it a slap on the wrist, a stern talking-to followed by a return to the status quo? Or does the company have strict, well-defined consequences enforced regardless of rank or tenure? The seriousness with which a company addresses infractions within its walls speaks volumes to its steadfast commitment to equality.

And let's talk resources, shall we? Declarations and verbal affirmations are neat, but what is the company willing to invest in this noble endeavor? Are they earmarking a meaningful percentage of their budget to these initiatives? Are they employing dedicated personnel who have the power to effect change, not just fill a seat and tick a box? Here's the thing: a commitment that doesn't cost anything is worth exactly that.

Ah, then there's the slippery issue of tokenism. Are your company's diversity initiatives well-rounded and holistic, or are they one-dimensional, aimed merely at optics? Token appointments, spotlighting a select few individuals to demonstrate diversity without meaningful inclusion, are counterproductive. They lead to an environment where minority employees feel like props, ultimately damaging morale and genuine strides toward equity.

So where does this all leave us? We're in an era where corporations wield immense power, often more than some governmental bodies. This positions them at the forefront of societal change, whether they like it or not. For those of us observing, engaging with, or part of these behemoths, it's our responsibility to hold them to account, not through a fleeting glance at social media posts or periodic newsletters, but by meticulously scrutinizing their ongoing actions, their investments, their failures, and their willingness to evolve.

The fight against racism isn't a chapter companies can skip to claim they've read the book. It's not an elective but a core subject—ongoing, demanding, and utterly indispensable to the curriculum of corporate responsibility.

In this grand tapestry we're all part of, let's be discerning enough to distinguish between companies that are genuine agents of change and those that are merely putting on a good show. Because in the ongoing battle against racism, it's not just about being on the right side of history but being an active participant in making that history.

In the age of 'performative wokeness,' the discerning observer must sift through the noise to find the truth. In the words of James Baldwin, "Not everything that is faced can be changed, but nothing can be changed until it is faced." So, I ask the corporate world: Are you merely facing anti-racism, or are you genuinely working to change it?

So, the next time you see a flashy ad or a viral tweet about a company's commitment to fighting racism, pause. Dig deeper. Look beyond the surface. Because in this intricate dance between perception and reality, it's vital to distinguish between those who are genuinely swaying to the rhythms of change and those merely going through the motions.

Image courtesy of Kenny Eliason @neonbrand

Robert Simpson leads Woods Kovalova Group's work in digital support functions for the North America region. He has collaborated extensively with companies on strategy, operating model redesign, shared service setup and optimization, and expansive back-office transformation initiatives.

Robert's recent undertakings have concentrated on digitizing companies’ operating models using robotics and artificial intelligence. He has partnered with clients across diverse sectors, including automotive, biopharmaceuticals, consumer, financial institutions, health care, and insurance.