Opinions expressed by Nike faced backlash from Black Lives Matter (BLM) opponents in 2017 for its campaign supporting Colin Kaepernick and, by proxy, the BLM movement. Now, with the stakes significantly higher, brands issuing statements of support for BLM are even getting backlash from BLM supporters — for coming across as performative, hypocritical or opportunistic. As a result, many brands are fearful of taking a stance on social justice issues, because they don’t want to alienate consumers. Yet younger consumers increasingly expect brands to align with cultural issues and broadcast advocacy. As millennials and Gen Z are flexing their buying power, they’re also calling for leadership to demonstrate empathy and a connection to humanity. So, how can brands answer the call responsibly when faced with a polarizing issue?