Sainsbury - a Christmas Comment

Senior Teaching Fellow in Fashion Marketing & Management at FHEA Winchester School of Art, University of Southampton Pascal Matthias in conversation with Benita Odogwu-Atkinson

Senior Lecturer, Fashion Design and Creative Pattern Cutting, University for the Creative Arts (UCA)

Pascal

“There have been many very predictable comments in reaction to a Sainsbury’s ad that depicts a Black family retelling their Christmas experience. Individual racism does not surprise me. The commentary is a production of views from individuals that have been denied any real depiction of Black families in advertising history. They are ‘race ignorant.’

Founded in 1896, Sainsbury’s have not featured any Black central characters in advertising until 2018 where Jaime Oliver’s ‘Taste the Difference’ ads featured some secondary people of colour.

In 2016 Sainsbury’s moved from its relationship with AMV to W+K. The advertising account is worth £60 million per year. Wieden and Kennedy produced the ads ‘Food Dancing’ 2017 featuring a Black voice over and Black characters for the first time. ‘Tough Critics’ 2018 which featured a prominent Black baby marked a change of direction for Sainsbury’s. W+K who are known for their relationship with Nike were clearly marketing to a new demographic. Then there was ‘The Big Night’ 2018 which featured a Black mother and child in a nativity play. Interestingly reinforcing the trope of absent Black father.”

Benita

“The support from other supermarkets was noteworthy, but there are deeper questions that arise when simply incorporating and promoting Black people within the Sainsbury's family visual viewpoint, is deemed to be sufficient. Let’s go behind-the-scenes to ask how many Black people are actually in positions of influence and power within the company? 

Sainsbury's can boast a diverse work force but how many are actually in middle and senior management? How many Black people have the opportunity to progress into the higher echelons of Sainsbury's management structure? 

Sainsbury's like many national businesses must take a hard look at what they promote and whether this matches their own internal structures. The increased visual referencing of Black people could appear to be superficial top notes in response to Black Lives Matter and the incidents of the summer of 2020.

As an organisation, as an institution, if a company does not reflect equality and diversity at the top, these adverts can be deemed hypocritical.  What are companies like Sainsbury's actively doing to ensure that there is equality and increased recruitment and progression upwards of Black people?”

Sainsbury’s have said “We want to be the most inclusive retailer where colleagues love to work and customers love to shop,”

Pascal

“Interestingly, the latest advert ‘Gravy Boat’ 2020 has increased Sainsbury’s share price by 3% much like Nikes’ ‘Dream Crazy’ 2018. Yet Sainsbury’s in all of their nearly 125-year history have never had any person of colour as the CEO or GM. All white. All men.

Sainsbury’s ROI is apparent. They are less interested in inclusivity and more interested in profitability. Their main concerns are their stakeholders and this is where the tension lies. Sainsbury’s lack any authenticity.

In order to make real change, more Black and Brown people are needed in the C suite not the checkout tills. More women, less middle aged white men.

Sainsbury’s inclusive drive is for profit... not for change.”

Selected comments originally posted on Backonair Instagram 

Further reading: The value of value creation

Further reading: Purpose = Value. Value = Profit