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The Conversation
The Conversation
Ela Veresiu, Associate Professor of Marketing, York University, Canada

Why do some brands change racist names and logos, but others don't? Here's what the research says

The 131-year-old Aunt Jemima brand name was retired in June 2021 and rebranded as the Pearl Milling Company because of racist stereotypes. (Shutterstock)

In 2020, against the backdrop of global demonstrations against police brutality and systemic racism, several famous food brands around the world, including Aunt Jemima, Uncle Ben’s, Eskimo Pie, Red Skins, Chicos, Beso de Negra and Gypsy Sauce, publicly acknowledged the racist origins of their brand names and logos and vowed to change them.

This change was long overdue. Some of these brands, like Aunt Jemima and Gypsy Sauce, have been around for over a hundred years. Despite activists and critics protesting the commercial co-optation of their cultures, and the racist connotations of certain branding, over the years — especially online via petitions — nothing changed for over a century.

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