Aunt Jemima and Others to Rebrand to Correct Racial Stereotyping

Many different brands have been looking to support the Black Lives Matter movement. One is Quaker Oats, the owner of 130-year-old Aunt Jemima maple syrup brand. Quaker Oats announced last Wednesday their plans to completely rename and rebrand the syrup, as its origins are based in a racial stereotype reminiscent of American slavery. This change is set to occur as soon as fall of 2020, but the company has not yet announced the new name or look of the product.

Quaker Oats’ decision to make such a radical change set the stage for other companies rooted in racial stereotyping to reevaluate their brand image. Uncle Ben’s Rice, owned by the Mars corporation, plans to rebrand and possibly rename as they announced on Thursday to do away with the image of the Black farmer found on their packaging. Likewise, syrup brand Mrs. Butterworth’s and hot cereal brand Cream of Wheat have intentions of reviewing and reevaluating their packaging and overall brand image in an effort to eradicate lingering racial stereotypes built into their advertising.

Companies’ willingness to reevaluate decades-old branding images is a risky business, but one that needs to happen to combat the systemic racism that so easily goes unnoticed by many. While a syrup bottle with breakfast doesn’t sound like a huge deal, these microaggressions are what keep racism alive in our country. The public is calling on brands using racist advertising, no longer allowing them to be separate from social activism, but instead asking them to create change themselves. Additionally, as more and more companies make promises to change their racist branding, this puts the pressure on other brands and presents the hope for a more promising and lasting impact on American advertising.

Report: Grace Carlos