Why Brands Should Localize CSR Strategy During COVID-19

The COVID-19 crisis is increasing consumers’ eco-consciousness and expectation that companies become more socially and environmentally responsible. Yet, as brands compete with ethical initiatives, these often remain unnoticed when they don’t raise negative buzz for being insensitive to local culture, values and prior concerns. Following recent Black Lives Matter protests, Nike, the Jordan Brand and Converse announced a commitment from each brand totaling $140 million to support the Black community. Nike’s iconic “Just do it” signature turned into “For once, don’t do it,” to condemn police violence. Ben & Jerry’s demanded the American Congress study the effects of enslavement and discrimination and dared to tweet “We must dismantle white supremacy.” Such bold brand statements are emotionally resonating in the U.S., where systemic racism has been ingrained since enslavement and racial discriminations are at the center stage. They may have resonated in France, where the history of colonization fostered racial discriminations toward French citizens of the African and Arab diaspora. But in China, a monoracial country made of 92 percent Han people, where Africans are coming for business purposes, the #BLM movement had little impact. With the COVID-19 crisis, Chinese people have been more concerned about the rising anti-Chinese racism and China-bashing abroad. Under the

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