Statements opposing racism by big corporations have become almost as ubiquitous as celebrity endorsements over the last couple of weeks. Some companies have even gone as far as making donations to causes promoting social justice.

“This time it’s different,” is a phrase oft heard. And I suppose it is, in that during previous outpourings after the killings of unarmed black people by police, they mostly kept quiet and kept their hands in their pockets.

But how meaningful are the gestures they’ve made?