Corporate America confronts racism. Why this time may be different.

Alongside nationwide protests, corporations are issuing their own calls for racial justice. With the rise of social media and heightened public consciousness on the issue, they face risks if those words aren't matched by deeds.

After George Floyd died at the hands of a Minneapolis police officer, corporations across the country spoke out against police brutality and systemic racism.

McDonald’s and Nike put out videos on social media. “For once, don’t do it. Don’t pretend there’s not a problem in America,” the athletic shoe company said in its message. NASCAR, the racing body, banned the Confederate battle flag from all its auto races. The Business Roundtable, an association of CEOs at America’s biggest companies, formed a new committee to find solutions to racial inequality.

Activists are hoping to turn this moment of corporate attentiveness into a powerful movement for social change. Can it really happen? American companies have an inconsistent record of pushing reforms for people of color – sometimes superficial; sometimes, as one Black historian puts it, “historically indispensable.” Yet a number of business and technology trends, in play before Mr. Floyd’s death, suggest the activists have reason to be optimistic.

One of the indicators is the sheer mass of the protests generated this time. Previous killings of Black people by police have not sparked the number of domestic and even global demonstrations that have happened in the past three weeks.

“Historically, we’ve seen a similar playbook where a statement is issued, a few contributions are made, and then it’s back to business as usual,” says Rod Robinson, founder and CEO of ConnXus, a firm that helps companies diversify their supply chains. “But I’m seeing a lot more momentum around the issues now.”