Aunt Jemima – Renamed & Rebranded
As the fight for racial justice continues in the United States and around the world, brands are re-assessing how they are perceived by the public and how they handle diversity and inclusion practices. Quaker Oats is taking a major step to de-stigmatize its Aunt Jemima brand and make it more inclusive in our society.
A Brief History of Aunt Jemima
Aunt Jemima has a long history – it was first created in 1889. Its depiction of a head scarf-wearing African-American woman perpetuated the idea of the Black “mammy”, someone that was strong, yet completely subservient to the white masters in slave-holding days of old. For years, the Aunt Jemima brand logo has been seen as a symbol of racism and oppression.
The New Look
In light of the Black Lives Matter movement, Quaker Oats has announced that it will embark on an 11-month process to update the branding of the Aunt Jemima logo. The updated version of the logo is designed to evoke the same warmth and hospitality that the mammy icon did; however, it is free from degrading or stereotypical messages about race. The new logo – which is still to be revealed – will be reflective of an important message of respect and care for all people.
In addition to renaming Aunt Jemima, Quaker Oats is seeking to amplify voices from the Black community by making a commitment to donate $5 million to create “ meaningful, ongoing support and engagement in the Black community”. This includes making contributions to organizations that “specialize in supporting Black quality of life” which could include youth mentorship, scholarships and financial literacy programs.
Quaker Oats’ new direction signals a shift in how brands approach and think about diversity. In the USA and globally, consumers are demanding that corporations create an atmosphere of inclusion and respect in their advertisements and products. This includes developing a more tolerant cultural outlook, and ensuring that their customer base is respected in all aspects. As a result of Quaker Oats’ efforts, Aunt Jemima is no longer a symbol of racism, but a beacon for diversity, inclusion and respect.