Burt’s Bees featured an extremely distasteful advertisement. The Amazon ad photographed a Black family wearing the brand’s matching holiday pajamas.
If you haven’t seen the ad yourself, you may be wondering what all of the commotion is about. The outrage is due to the fact that the company carelessly represented a stereotype. The Black family was photographed without a father, compared to previous ads made featuring white families.
The Company Tweeted an apology Thursday after receiving a great deal of backlash.
“We are so deeply sorry. We have learned a lot this year about impact and intent. Our intent was never to promote an awful stereotype about black families or to inflict hurt upon anyone. We understand that even so, there is an impact and this image causes harm,” the company said.
— Burt’s Bees (@BurtsBees) November 23, 2020
Apparently, real families were photographed. Burt’s Bees claims that the photoshoot conflicted with the Black dad’s work schedule.
“We promise that this one post is not indicative of our core values, and we hope that you’ll see that by diving deeper into our website and our social channels,” the statement continued.
Burt’s Bees was extremely irresponsible for allowing an ad of this nature to run. The people agree, calling their excuse lame. The Boycott Burt’s Bees movement has grown quite a following as a result.