How woke is Amazon?

Introduction

Amazon, the e-commerce giant we all know, has been making headlines not just for its vast marketplace but also for its strong alignment with progressive causes. From hefty financial donations to comprehensive DEI policies, Amazon is deeply committed to social justice issues. Let’s dive into how these initiatives are shaping its brand perception.

Financial Contributions to Progressive Causes

Amazon has made substantial donations to organizations focused on Black communities, including $10 million to organizations like the NAACP and the National Urban League to support education and justice. In a news release, Amazon states: “Together, we stand in solidarity with the Black community—our employees, customers, and partners—in the fight against systemic racism and injustice.” Additionally, Amazon employees from 33 countries chipped in $8.5 million, with the company matching this amount, totaling over $27 million for these causes​​.

Prioritization of DEI Policies

Amazon’s taking a comprehensive approach to diversity, equity, and inclusion, setting some ambitious targets. They’re aiming to double U.S. Black employees at director and VP levels year-over-year and boost mid-level Black hires by 30% annually. To support this, they’ve established 13 employee affinity groups with over 130,000 members across 58 countries.

Meanwhile, at Amazon Studios, diversity efforts include mandatory reporting on gender, race, ethnicity, sexual orientation, and disability across all production roles.

Mandatory Training Sessions

In 2021, Amazon started implementing a mandatory 90-minute diversity training program for all employees, driven by then-incoming CEO Andy Jassy. This initiative, emphasized during Black History Month, aimed to boost awareness of workplace diversity issues. Business Insider quoted Amazon’s senior vice president of devices and services, Dave Limp: “This training is the first of many new initiatives you’ll see in 2021 to build a more inclusive environment.”

Free Speech Policies

Amazon’s commitment to free speech has come under fire in recent years, particularly in light of its controversial decision to remove WikiLeaks content from its servers in 2010. “According to Amazon, WikiLeaks violated the site’s terms of service, resulting in Amazon pulling the plug on hosting services.

However, news sources have also reported that Amazon cut off WikiLeaks after being questioned by members of the staff of Senate Homeland Security Committee Chairman Joe Lieberman,” a report by Electronic Frontier Foundation reads. This incident sparked widespread debate and criticism, highlighting the company’s willingness to censor information and potentially infringe on free expression.

Support for LGBTQ+ Initiatives

Amazon is a staunch supporter of LGBTQ+ rights. The company has consistently scored high on the Corporate Equality Index, thanks in part to its active LGBTQ+ affinity group, “glamazon,” which promotes inclusivity and organizes Pride events annually. “Amazon’s ‘glamazon’ affinity group now boasts 60 active chapters worldwide,” fostering a strong support network for LGBTQ+ employees​​. Additionally, Amazon partnered with Newsela to create an LGBTQIA+ Studies Collection, integrating LGBTQ history into school curricula​​.

Marketing and Branding

Amazon’s marketing heavily features messages supporting social justice and climate change activism. During Black History Month, Amazon celebrates Black entrepreneurs and creators, promoting Black-owned businesses and showcasing Black culture through various initiatives. “Amazon’s celebration of Black History Month underscores its commitment to supporting entrepreneurship, innovation, and creativity within the Black community”​​.

Similarly, during Hispanic Heritage Month, Amazon highlights Hispanic small business owners and celebrates Hispanic culture with curated content and exclusive fashion collections​​.

Stances on Traditional Family Structures

Amazon often challenges traditional family structures and gender roles. Its affinity group Families at Amazon, for example, which seeks to create a supportive community where members can share experiences, and build relationships, has a non-traditional definition of family: “We welcome all families of gender, gender identity, sexual orientation, marital status, dependent status, religion, race, ethnicity, or age,” Heather Mellish, global president of Families at Amazon, confirmed.

Criticism of Conservative Values

Amazon’s relationship with conservative viewpoints and values has become increasingly contentious, extending well beyond their retail operations. A pivotal moment came when they removed Parler, a conservative social media app, from their AWS hosting service, citing a rise in violent content that violated their terms.

This decision, along with their AmazonSmile program’s exclusion of certain right-wing groups based on Southern Poverty Law Center classifications, has fueled conservative criticism. Amazon’s involvement in social and political issues has increasingly placed it under scrutiny. Their stances on topics like gun sales and climate change have turned the retail giant into an unexpected political player, regardless of intent.

Conclusion

Amazon’s extensive engagement with progressive causes, from financial support to inclusive workplace policies, casts it as a leading corporate voice for social change. Critics argue that Amazon’s progressive image clashes with certain business practices, highlighting the complexities large corporations face in addressing social issues. This controversy underscores the challenges of balancing corporate interests with social responsibility, and raises questions about tech giants’ influence in shaping societal values and public discourse.