In the past few weeks, disaster and tragedy have struck different international countries. The conflict on the Gaza strip has escalated, increasing the tension in the area. Meanwhile, the COVID-19 crisis in India has now become the world’s worst outbreak, with 400,000 cases being recorded daily, mass cremations taking the place of traditional burial processes, and a shortage of oxygen as well as basic hospital supplies. An unjust tax reform proposal in Colombia led to uproar, with thousands of protesters being met with police brutality. And those are just a few of the things reported by mainstream media. 

Although people have the moral obligation to help in any way that they can, through donations or spreading awareness, this humanity seems to be lost on most non-media companies. While the world seems to be on fire, most businesses carry on as if their own world is not affected, especially businesses from “western cultures.” There is a working assumption that the traditional, American consumer is not impacted by the issues the rest of the world is facing and so there is no need to speak on them. But in a 21st-century society, is any of this true?

The real truth that is not often taken into account by most corporations is that America and other western societies are more diverse than thought to be, not just in general ethnicity but in nationality and cultural background. People’s lives extend far beyond the borders of this country, meaning their concern is not just with the events of the nation but of the world. With social media and the widespread of information at any level, we are given the opportunity to pick  and choose which people, even companies, deserve support based on their stances for social issues.

Ultimately, we live in a time where performative empathy and care will not be rewarded. People don’t want hashtags that don’t provide anything to those in need or change problematic systems for the better. They want statements of solidarity, contributions to reform, and to know that the businesses they are investing in invest in better futures. Picking and choosing when to be “woke” and for the people will also discredit a business’s empathy. To make a comment on one global issue while turning your back on another goes against the mission to make a difference. If you fight for one marginalized group, you need to fight for them all.

Raising awareness for issues that communities around the world are facing is a great way to connect with consumers but to all wear company beliefs and morals for all to see. But there is an insincere way to go about it. Businesses need to be educated, open, and transparent about their beliefs. And no issue is too small to acknowledge through your platform.