This is Where GoPro Stands
We see you. We hear you. And we want to support you.
Like most of the world right now, we are learning more and evolving every day as we try to navigate this social justice movement. To reflect this, and our ongoing commitment to promote equity and be anti-racist, we will be updating this post with any new actions we take.
Update - July 1, 2020: GoPro has paused ad spending on Facebook and Instagram to lean on the company to do more to prevent the spread of misinformation and hate speech as part of the #StopHate4Profit Campaign. We hope this is another pressure point applied to make social platforms across the board aware of the the impact they can have on society. We want to bring awareness to the importance of implementing more human process, as well as technologies, that prevent hate speech and acts of violence from occurring.
At their best, social platforms provide individuals and groups a space to organize and rally around causes they believe in or injustices they want heard. In return, these platforms also provide a way for people to share meaningful moments, whether that be smiles and happiness, tears and sorrow, or the many thought-provoking times in between.
GoPro has built its brand alongside the rise of social media, and our voice on these platforms is more powerful than the dollars we spend. We will continue our mission of celebrating the beauty and positivity of our global community while we rethink our advertising strategy as well as what we can do to further prevent the spread of hate speech online.
Update - June 12, 2020: To celebrate and honor the Black Lives Matter movement, racial justice and accountability, GoPro has decided to respect Juneteenth (June 19), as a new company holiday, by giving all US full time employees the day off to listen, learn, share and reflect.
Original post - June 5, 2020: Earlier this week, we shared our stance. We shared our desire to end racism now. And we will continue to share and acknowledge the feelings of anger, frustration and horror that are defining the world around us right now.
We paused social posting and marketing efforts for 48 hours to clear your social feeds and let the more pressing news be clearly seen and heard. We are committed to honoring diversity, inclusion and belonging at a deeper level. And, we are committed to learning how to do this authentically and effectively.
We are a company built on the foundation of a simple belief—“Be a HERO”—which means always bringing one’s best to any challenge or opportunity. Currently, we believe the most impactful way to do this is by supporting the heroes and organizations who are out there every day, passionately driving our society toward a more inclusive future.
We have identified three organizations we will be supporting monetarily and with in-kind donations to make a commitment to supporting empowerment within the Black community and promoting lasting policy change and justice reform in pursuit of a racism-free future.
- GirlTrek — With over 700,000 members GirlTrek, the largest public health nonprofit for African-American women and girls in the United States is pioneering a health movement grounded in civil rights history and principles through walking campaigns, community leadership and health advocacy.
- My Brother’s Keeper Alliance — focused on building safe and supportive communities for boys and young men of color where they feel valued and have clear pathways to opportunity.
- The Southern Center for Human Rights — working for equality, dignity and justice for people impacted by the criminal legal system in the Deep South. SCHR fights for a world free from mass incarceration, the death penalty, the criminalization of poverty, and racial injustice.
While we do not have all the answers, we strive to listen, learn and understand. While we pride ourselves on fostering an inclusive work environment that celebrates diversity, we also acknowledge that we can improve internally as well.
The following describes what diversity, inclusion and belonging means to GoPro:
Diversity: Each individual is unique and therein lies their power. We strive to create a culture that includes people of all races, religions, sexual orientations, ethnicities, nationalities, genders, socio-economic statuses, backgrounds, ages, physical abilities, religious beliefs, political beliefs or other ideologies. It is our firm belief that a more diverse workforce is central to innovation and our success.
Inclusion: We strive to welcome, value, respect and support the needs of every GoPro employee and ensure the right conditions are in place for each person to achieve their full potential. We aim to reflect inclusion in our brand, culture, communication and practices, and we are committed to providing tools that build and support a diverse workforce.
Belonging: We strive for all employees to truly feel a part of the GoPro community and to understand the unique role each member plays in the company’s long-term success. We listen and are open to different points of view.
This is a defining moment for us to grow as a company and a GoPro Family, so internally, we are hosting listening sessions and encouraging employees to speak up or simply just listen.
These sessions will inform our work with the People Team and our diversity and inclusion leaders to create an anti-racism plan that focuses on how we educate our employees; how we create safe, welcoming and inclusive spaces; and how we invest resources. We are reflecting on how we can do better in representing the rich mix of diversity in this world in our marketing.
There is no room for racism at GoPro nor in the world as a whole.