SLACKTIVISM IN THE WORLD OF INSTAGRAM AMONGST FASHION BRANDS

Slacktivism is a combination of the word’s ‘slacker’ and activism. It is the idea of activism with little-to-no, personal or immediate effect. It is also known as a post and forget approach to activism.

Performative activism or just general performative behaviour from brands ultimately creates a disconnect from the audience and therefore, a level of trust has been broken between the two.

2020 was a year full of tragedies; from the COVID19 pandemic, and the subsequent Asian related racism, to the rampant racism and police brutality towards POC.

The Black Lives Matter movement was founded in 2013; however, the movement saw an outpouring of support in 2020; after the world witnessed the inhumane and brutal murder of George Floyd, a black man, murdered by a white police officer.

As protests began to spread across the globe, we also saw a surge in political activism amongst corporate brands. Along with that, came a lot of controversy revolving around the questionable level of authenticity. Brands need to dig deeper if they’re going to make a passing comment or general condemnation on important issues. They need to look at why they are doing so and whether they are speaking out on topics just for the sake of it.

#BlackoutTuesday was a movement that emerged from the Black Lives Matter movement. This involved the posting of a black square on a social media profile. More than 28 million people posted a black square on their Instagram feeds.

Brands participated by posting a black square tile to let their audiences know that they were aware of what was occurring in the world and that they ‘cared’. Now, I understand that there is a sense of fear, whether it be saying the wrong thing or spreading misinformation speaking over black voices; however, it ended up looking like lazy activism without actually making a difference. If you are going to show support for a movement, do it in a meaningful way. A black tile isn’t really going to evoke an emotional response.

Performative behaviour is also particularly prevalent during Black History Month and Pride month which occur during the month of February (US) and June, annually. Brands are being held accountable by their followers on Instagram and Twitter, as they are only seen coming out of the woodworks once year to dedicate a collection, post, or ad campaign to a cause. Their attempts at inclusivity and activism often backfires due to their lack of awareness and care for them throughout the other 300 days of the year. They need to practice what they preach, otherwise they are at risk of being labelled as disingenuous or a ‘slacktivist’.

Australian fashion brand, Zimmerman were accused of performative activism as their postings were not consistent in every other aspect of their brand. They were called out for their disingenuous activism after being accused of racial discrimination of former interns and their bizarre policies on hairstyles in the workplace, many affecting people of colour. As a response (and damage control) the brand donated money towards organisations including NAACP Legal Defence and Educational Fund and the Aboriginal Legal Service

Brands and companies need to look inward and acknowledge causes and issues all year round if they want to contribute throughout these months. Commitment is important otherwise it feels disingenuous, which the customer will not appreciate. Brands need to demonstrate consistency across the board. They need to demonstrate consistency with their hiring, collaborations, and ad campaigns.