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Change Initiative Assessment - BLM
Change Initiative Assessment - BLM
Macey Jung
School of Business, Liberty University
Author Note
Macey Jung
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Macey Jung
Email: mnjung@liberty.edu
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Change Initiative Assessment - BLM
Part 1
Black Lives Matter
Black Lives Matter (BLM), a non-profit political activism and justice movement that
campaigns against violence and systemic racial issues towards people of African American
descent around the world. After only eight short years, the movement now has 40 chapters across
America and Canada. The movement began after the following acquittal of a Florida police
officer by the name of George Zimmerman for the killing of an unarmed black teenager, Trayvon
Martin. In response to the country’s outrage, Alicia Garza, a California resident, made a post on
Facebook called, “A Love Letter to Black Folks,” which ended with the tag line
#BlackLivesMatter. The tagline caught like fire across the nation and is now the movement's
slogan. It Alicia Garza, along with Patrisse Cullors, and Opal Tometi are the founders of
#BlackLivesMatter. Black Lives Matter has made a presence around the globe stretching across
several countries. The commonality of driving changes in all affected entities inspires diversity
and inclusion initiatives in our daily lives, including work centers. Companies of all sizes from
fortune 500 companies to small locally owned businesses have been forced to deal with racial
diversity and inclusion issues of not only African Americans but of sex and gender disparities
and inequalities as well.
Background
America has a long-standing history of race and inequality conflict. Americans have
been fighting a race war since the abolition of slavery to become citizens who hold equal rights
in society. Historically, when a person or community of color is thought to have not been
afforded a basic human or legal right from a government entity such as the judicial court or
police department protests and riots peak in the nation. In certain cases, some interactions with
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police have led to unnecessary violence and extreme force where a life is lost. Nationwide
surveys reveal that when Blacks, Hispanics, and whites encountered police during traffic stops
there is a dispersal outcome correlated to race (Mistrett, 2018). Black and Hispanic drivers are
three times as likely to be searched at a 6% to 7% rate compared to whites at only a 2% rate
when pulled over by the police (Mistrett, 2018). Blacks are also twice as likely as whites to be
arrested. These patterns hold even though police officers generally have a lower “contraband hit
rate” when black drivers were searched versus white drivers (Mistrett, 2018). The continuing
trend of unnecessary force has caused an uprising in the country. The beating of Rodney King in
1991 to the fatal shooting of Trayvon Martin in 2012, has ignited a cry for change as police
brutality and violence rise in America (Mistrett, 2018). Years of racial and economic inequality
fuel protests and give the way for a wildfire of extreme measures when injustices occur in a
community.
The Beginning
Ongoing local and national protests and other actions sparked by the deaths of unarmed
African Americans have brought the Black Lives Matter movement to the public’s consciousness
and into daily conversation (Anti-Bias Education, 2020). In 2013, the movement began after the
acquittal of a Florida police officer, George Zimmerman, for the killing of an unarmed black
teenager, Trayvon Martin. In response to the country’s outrage and cry for change, Alicia Garza
post, “A Love Letter to Black Folks,” on social media. The message was left with an ending tag
line, #BlackLivesMatter. The tagline caught fire across the nation and is now the movement's
slogan. Alicia Garza, along with Patrisse Cullors, and Opal Tometi are the founders of BLM.
Following the killing of Trayvon Martin, other high-profile deaths include Michael Brown,
(2014), Tamir Rice (2014), Laquan McDonald (2014), John Crawford (2014) Freddie Gray
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Change Initiative Assessment - BLM
(2015), Walter Scott (2015), Alton Sterling (2016), Philando Castile (2016), Terence Crutcher
(2016), Antwon Rose (2018) and most recently Breonna Taylor and George Floyd, killings in
2020. African Americans account for less than 13 percent of the U.S. population but are killed by
police at more than twice the rate of White Americans. During 2020, the uprisings did resemble
the riots of 1919, 1943, and 1968 in aspects. The riots grew a simmering hatred that is seeded
from a long, festering history of violence and police brutality against African Americans. On
average police kill 1000 people annually. In 2017, of the police killings, 304 were of African
American descent (Wallace, 2020).
Building Up
After the acquittal of Zimmerman, a year later, Mike Brown was brutally shot in
Ferguson Missouri on August 9th, 2014. Alicia Garza, Patrisse Cullors, and Opal Tometi
organized a national ride during Labor Day weekend that year in just 15 days. The plan was to
head to the occupied territory to support the communities where over 600 people gathered.
Ferguson was not an aberration, but a clear reference point for what was happening in Black
communities everywhere in America. When it was time to leave, inspired by Ferguson residents,
organizers from 18 different cities returned home and developed Black Lives Matter chapters
there. There are now 40 chapters across America. Garza’s, Cullor’s, and Tometi’s plan built
connections for the cause that provided followers in the movement. What is remarkable is that
despite the movement is for Black lives, but today’s demonstrations are markedly interracial with
all people present to support the cause (Sugrue, 2021). In 2016, We the Protesters developed
Campaign Zero to encourage policymakers to focus on solutions at reducing police violence by
using the strongest evidence for effectiveness. Although Black Lives Matter did not create the
campaign, it is being used by the activist’s group to answer critic's demands for a specific policy
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agenda proposal from the organization. The campaign consists of End Broken Windows
Policing, Community Oversight, Limit Use of Force, Independent Investigations and
Prosecutions, Community Representation, Film the Police, Training, End Policing for Profit,
Demilitarization, Fair Police Contracts (Lopez, 2015). The movement has evolved into more than
a tagline for the people to put at the end of comments. It’s a culture change the next steps are
critical to make the cause stick.
Today
As many as 26 million people participated in Black Lives, Matter protests in the weeks
after the police killing of George Floyd in Minneapolis in late May of 2020, making it one of the
largest movements in U.S. history. Although Black Lives Matter has rippled the country’s
ideologies on race, not all actions have been accomplished in a positive manner. The May 2020
protest of George Floyd quickly became violent. The protest shifts from a peaceful rally to a full-
on riot. Cities around the country were in disarray as rioters looted storefronts, vandalize private
and public residences, setting buildings ablaze in downtown areas, while citizens were injured in
the process. Not only was the country in a sensitive state politically but from a health perspective
as Covid-19 continuing to kill and crumble the world’s economy. The compounding factors made
looting even more detrimental to innocent businesses. The Black Lives Matter Chicago
organizer, Ariel Atkins, made a statement referring to looting as a form of reparations. In addition
to the looting, The Armed Conflict Location & Event Data Project (ACLED) reported protests
toppling statues of colonial figures, slave owners and Confederate leaders as violent incidents.
Since Floyd’s killing, there have been at least 38 incidents where demonstrators have
significantly damaged or torn down memorials around the country. The net approval was already
negative among whites but has now shown a dramatic fall in BLM support, going from a net
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Change Initiative Assessment - BLM
24% in early June net 3%, which is lower than before Floyd was killed (Robbins, 2020). Black
Lives Matter is losing valuable supporters from political positions and outside in communities.
The definition of the organization has become elastic enough to encompass everything from a
fundamental conviction that Black lives do, indeed, matter to visions of while toppling White-
supremacist-patriarchal-heteronormative-capitalism through Spiritual work. This ambiguity
enables the movement to perpetually elude categorization. Black Lives Matter presents a litany
of political demands, but it is not so political that government employees cannot support the
paraphernalia at work. The line between social and political movements is blurry. What's more,
many chapters around the nation have different priorities. For example, Black Lives Matters
Chicag has released its 10 demands, which act as a list of actions the organization is demanding
of the city of Chicago. The change must be substantiated by meaning and that the change itself
truly adds value to diverse groups. What is encouraging is that diverse businesses are better
places to work; they make better decisions, have a more positive profile in the community, and
earn greater respect in the marketplace (Winfield, 2020). Though researchers encourage the
momentum for change, some are also concerned that, without ample evidence to support new
policies, leaders might miss the mark (Peeples, 2020).
Part 2
Definition of project
The project intends to implement a culture change in the United States of America for
African Americans and other minorities where a disparity in treatment exist, and quality of life
are not equal. Black Lives Matter will define the organization as social or as a political group.
Black Lives Matter will consider changing the once infamous slogan that put the organization on
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the map to receive more followers. Black Lives Matter will review the ethical practices of all
local chapters around the country to identify inconsistencies of established commandments to
ensure the alignment with Black Lives Matter causes so all parties are unified for a singular
voice. Black Lives Matter will evaluate how all future protest will be peaceful by exploring
improved ways to express disagreements such as of statues represented by confederate leaders.
Furthermore, Black Lives Matter will address how the looting and any destroying of local
businesses will not be condomed or tolerated.
Diagnosis of current situation
America has been fighting a war over race since the abolition of slavery to become citizens who
hold equal rights in society. Ongoing local and national protests sparked by the deaths of
unarmed African Americans have brought the Black Lives Matter movement to the public’s
consciousness and into daily conversation (Anti-Bias Education, 2020). In 2013, the acquittal of
a Florida police officer, George Zimmerman, for the killing of an unarmed black teenager,
Trayvon Martin caused a rift in the country’s ideologies. In response to the country’s outrage and
cry for change, Alicia Garza posted, “A Love Letter to Black Folks,” on social media. The story
was powerful but what set it apart was the tagline at the end #BlackLivesMatter. The tagline gave
birth to the movement the world knows today. Following the killing of Trayvon Martin, 12 other
high-profile police killings occurring between the years 2012 to 2020. The ignited cry for change
as police brutality and violence rise in America gave reason to unify and fight together for a
common cause (Mistrett, 2018). America has a long-standing history of race and inequality
conflict dating back to the ending of slavery. Black Lives Matter are desperate for change, but
the culture change cannot be accomplished alone. The organization has acquired a wide network
of followers just by using social media platforms alone. Social media helps increase awareness
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Change Initiative Assessment - BLM
about the brand. The brands image must be display in a positive way. The same can be said about
an organization supporting a cause. Approximately 40 chapters have been established since 2013.
Black Lives Matter network is large however certain chapters violently protest, loot local
business, vandalize, and cause unwarranted injuries. These acts shine a negative light on Black
Lives Matter and cause a lower approval rate for the movement. This overall diminishes how
successful Black Lives Matter will be in the future. What is even more unjust is chapter leads
believe that looting is appropriate and acts as a form of reparations. The Black Lives Matter
movement is under strain of its rapid success. Tensions are rising between local chapters and
national leaders over the group’s goals, direction, and money (King, 2020). The internal conflict
detracts from the organizations main goal: to change the culture of view on race in America and
the world. The issue must be addressed to press forward prosperously.
Recommendations
To improve Black Lives Matter, all leaders including chapter heads will define the organization
as social or political. This will allow a singular vision to be used to create common goals. In
addition, leaders will discuss Black Lives Matter intentions and goals to unify chapters heads and
national leaders. To further the unify the two levels a set bylaw will be written and agreed upon
between the two. This will leave no question on the management of the organization. Research
concludes that it is the networks of change agents that can make businesses more successful.
This is especially true when the nature of the networks matches the type of change that is being
pursed (Palmer et al., 2017). To broaden Black Lives Matter acceptance by all peoples the iconic
slogan will be evaluated to receive more buy in. Currently, the slogan only targets black lives but
what do people really care about? People care about all lives. The suggested slogan will be
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#AllLivesMatter. When a company changes the slogan, the affects can be very rewarding by
becoming more appealing to customers or followers. Airbnb’s slogan was, “Feel Ordinary with
Us”. The new slogan is now, “Belong Anywhere” (2018). The rationale behind the change is why
would anyone want to feel ordinary on vacation. Although the intent of the slogan was to make
people feel normal no matter where the destination is guest are comfortable. A better slogan to
show the intent of the message is “Belong Anywhere” The message changes that being ordinary
implies it is boring to be on vacation. A companies slogan makes an impact on targeted audience
(2018). Finally, encourage followers to vote as a form of protest by a spokesperson such as a
celebrity who believes in the cause is great way to gain buy in and set a precedence.
Implementation plan
A meeting will set for an initial discussion for chapter heads and national leaders to define the
organization and discuss the vision, how to handle money, and pick a new slogan. In addition,
leaders will agree upon a set of bylaws. Continuing this meeting either virtually or in person will
add value to the organizations communication and stay transparent. Black Lives Matter will also
address the expectations chapters must practice such as looting will not be tolerated. The
organization cannot accept violence as a means to leverage their cause. #BlackLivesMatter will
also make a public apology that emphasizes how inappropriate protesters actions were. It would
also be recommended that Black Lives Matter make a charitable donation to businesses that lost
any livelihood in the after math. The organization should have been more sensitive as the world’s
economy fell apart which brought financial concerns to all. The protest has gotten out of control
and has succumbed to the destruction of confederate figures statues in public places. Legal
authorities mobilized the National Guard to handle the attempt of destruction while
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demonstrators deface Confederate memorials and public works emblematic of white supremacy.
Instead of destroying property Black Lives Matter can plea the request to the federal government
and a compromise on the situation. This will show Black Lives Matter is peaceful and
corporative with all parties. The request of the removal of 1,500 confederate statues and any state
or organizational flags used during the confederacy are also being requested for removal. This
does include any memorabilia of the Klu Klux Klan and the confederate flag. What events
occurred instead of civil negotiations was the destruction and vandalization of statues. Rioters
acted out in extreme measures so much that the acts eventually got the country’s attention. After
the murder of George Floyd towns that were once safe to walk around at night were not safe any
longer. The mayor of the city of New Orleans, Mitch Landrieu, needed to balance the request of
residents for which twice as many black Americans as white called home. The confederacy
memorials stood as proud heritage markers at one time in history but now were seen as reminder
of white supremacy. Finally, after building report with political figures and increase communal
the support for Campaign Zero’s affects can then be elevated through promotion of others.
Political and community support can make a difference how well any campaign is launched. The
campaign will take off even more and skyrocket with a spokesperson. Spokespersons encourage
followers to take a position and vote or stand up for a cause. It is another form of protest for the
cause and allows a way to gain buy in from the average joe. It also sets a precedence of how the
campaign will be ran.
Summary
The world racial ideologies are shifting rapidly in a positive manner. The movement has been so
impactful that even corporations are changing how business is handled internally. At Disney and
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Change Initiative Assessment - BLM
Walt Disney Television recently unveiled the Onyx Collective, a new production entity designed
to feature work by “underrepresented” creators such as those of color. The federal government
even declared a holiday that commemorates dubbed Juneteenth or short for “June Nineteenth”.
Juneteenth marks the day when federal troops arrived in Galveston, Texas in 1865 to take control
of the state. Troops also ensured that all enslaved people would be freed. This challenge does not
come easy as it is not as simple as a policy or executive order. The Black Lives Matter movement
is responsible for several changes in not only our great nation but throughout the world. The
movement has impacted the education system, the military, and federal and state laws. It’s not
about the organization existing that then made a major change. It is about seeing the need to
change and creating a platform to execute it on.
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References
ANTI-BIAS EDUCATION. (2020, June 2). Black lives matter: From hashtag to movement.
Anti-Defamation League. https://www.adl.org/education/educator-resources/lesson-
plans/black-lives-matter-from-hashtag-to-movement.
Black Lives Matter. (2019, September 7). Herstory. Black Lives Matter.
https://blacklivesmatter.com/herstory/.
Bor, J., Venkataramani, A. S., Williams, D. R., & Tsai, A. C. (2018, June 21). Police killings and
their spillover effects on the mental health of BLACK AMERICANS: A population-based,
quasi-experimental study. Lancet (London, England).
https://pubmed.ncbi.nlm.nih.gov/29937193/.
King, M. (2020, December 10). Black Lives Matter Power Grab Sets Off Internal Revolt.
POLITICO. https://www.politico.com/news/2020/12/10/black-lives-matter-organization-
biden-444097.
Lopez, G. (2015, August 21). Campaign zero: Black Lives Matter activists' new, comprehensive
policy platform, explained. Vox. https://www.vox.com/2015/8/21/9188729/police-black-
lives-matter-campaign-zero.
Mistrett, M. (2018, May 1). Report to the United Nations on racial disparities in the U.s.
criminal justice system. The Sentencing Project.
https://www.sentencingproject.org/publications/un-report-on-racial-disparities/.
Palmer, I., Dunford, R., Buchanan, D. A., & Battilana,and Casciaro. (2017). Chapter 2, Exercise
2.2 The Turnaround Story at Leonard Cheshire. In Managing organizational change: A
multiple perspectives approach (pp. 55–55). essay, McGraw-Hill Education.
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Peeples, L. (2020, June 19). What the data say about police brutality and racial bias - and which
reforms might work. Nature News. https://www.nature.com/articles/d41586-020-01846-z.
Robbins, J. S. (2020, August 31). Rioting is beginning to turn people off to BLM and protests
while Biden has no solution. USA Today.
https://www.usatoday.com/story/opinion/2020/08/31/riots-violence-erupting-turning-
many-away-blm-and-protests-column/5675343002/.
Sugrue, T. J. (2021, May 4). 2020 is not 1968: To understand today's protests, you must look
further back. 2020 is not 1968: To understand today’s protests, you must look further
back. https://www.nationalgeographic.com/history/article/2020-not-1968.
Then and Now: Businesses that changed THEIR TAGLINES. Brands For The Heart. (2018,
August 13). https://brandsfortheheart.com/articles/now-businesses-changed-taglines/.
Wallace, L. K. (2020, November 16). The Case Against BLM. The Stanford Daily.
https://www.stanforddaily.com/2020/11/15/the-case-against-blm/.
