Apart from Nike, corporate brands speaking out in support of the Black Lives Matter movement have been few and far between – that is, until now. As protests sweep the U.S., a wave of brands have vocalized their support of the #BlackLivesMatter movement. Brands initiatives have included pledging donations and offering up resources on activism. Speaking out on social issues is often a calculated decision, by aligning corporate values with what customers care about, and now companies are hoping to build a sense of loyalty and a deeper sense of personal connection. And when it comes to relevant things happening, they cannot be ignored. If brands’ are capitalizing off a culture, are they are morally obligated to help?