Bigger trouble in Little Salzburg.
Two weeks ago, an eternity in our Covid era, you read here that Austrian-owned Red Bull, the world’s largest energy drink maker, dipped a toe into extremely hot water by firing top North American executives.
CEO Stefan Kozak and President/CMO Amy Taylor were dismissed after leaked memos dated from June 1 detailed employee frustration and criticism regarding Red Bull’s “public silence” on Black Lives Matter.
Employees declared the move was retaliatory as both executives were popular.
The story remained shockingly dormant with only Business Insider and your BeachGrit covering… until today with Forbes jumping into the ring, examining both the claims and possible penalties facing Red Bull.
According to the business magazine:
The firings came just weeks after employees leaked an internal letter addressed to Kozak and Taylor and signed by over 300 employees in which Red Bull leadership was criticized for what the employees called its “public silence” on the Black Lives Matter movement.
“As we scroll through social media feeds filled with brands making posts in solidarity, donating to worthy causes, and committing to looking inward to tackle racism, we wonder when we will be able to feel proud that our company is taking those same steps,” the June 1 letter said.
The following day, on June 2, Red Bull posted a #BlackoutTuesday image to its Instagram profile, which boasts 13.2 million followers. The brand’s next Instagram post came four weeks later, on June 29, to announce its fundraising support for the 1 Planet One People initiative, which was co-founded by sports commentator and surfer Selema Masekela and aims to support racial and social equality.
“For the first time ever in my life, no one can hide from this question of inequality and race in America,” Masekela is quoted in the post. “If you have a platform it’s time to start using it for a higher purpose.”
Masekela’s 1 Planet One People has as its goal, “for people to use the hashtag #1PlanetPeople in hopes to create a community that supports climate action, racial and social equality.”
The organization is unrelated to One Planet One People.
According to Business Insider, Kozack and Taylor had reportedly been working on a truly robust diversity program at Red Bull but received “pushback” from Austria.
The shortcomings in directly addressing the issues roiling America, and much of the world, allegedly frustrated employees, who leaked the internal memos that lead to the firings.
Forbes detailed the possible trouble that Red Bull could find itself in, including civil penalties that fall under anti-discrimination laws.
Title VII of the Civil Rights Act of 1964 prohibits U.S. businesses from retaliating against employees for opposing discriminatory employment practices. Generally, to prevail on a retaliation claim in court, a plaintiff must prove that an individual engaged in a “protected activity” that served as the basis for a materially adverse employment action, such as a termination, a demotion or a reduction in pay.
Red Bull’s company board responded to Forbes via email, “We reject racism in every form, we always have, and we always will. Red Bull has always put people and their dreams and accomplishments at its core and values the contribution of each and every person — no matter who they are. We want everyone who feels this way to be welcome in Red Bull.”
More as the story develops.
If you leak an internal letter shouldn’t you be fired? Should your political opinions be foisted on your employers?
Anyone know what diversity measures Monster is implementing as we speak to take some of that Austrian market share? I could be wrong, but aren’t
their cans are even more colorful than Red Bull’s?
Maybe they are putting actual Monsters in the can. Much like Coca Cola putting actual Coke in theirs.
I’d try it for two bucks.
From what I can tell their main market is the methed out Inland Empire motocross demographic.
Ah good ol’ Austria. The birthplace of Nazism and cans of soda that have teenagers chewing their face off when they can’t buy a beer or a pill.
Think i’m gonna drink a little bit more Red Bulls now. And if americans pussyfied liberals stop drink it, who cares, it’s gonna be cheaper.
I thought American Indians were the Rogan Josh variety? Na just kidding thanks for this info. I’m one step closer to not being a dumb cunt for it.
American Indians are the drunken variety.
Seems like Kozak and Taylor wanted to make a name for themselves with their ‘robust’ diversity program, when there was probably absolutely nothing prejudicial about Red Bull’s existing approach. The ‘push-back’ put their noses out of joint and they then brought the company into disrepute with their wailing. I’d have fired them too, before heading home for some schnitzel via Hitler’s place of birth.
I would like to hear Jamie O’Brien’s thoughts on this issue while he is downing Vodka and Red Bulls at the Turtle Bay bar.
It appears that the social justice league will not be satisfied until the whites are roaming around in packs on construction sites eating asbestos and drinking the disinfectant from the Portaloo. Is this justice or revenge? It is becoming evident that whoever gets on top of the totem will kick the blokes below and that’s a fucken sad world. Forget the colour. There are total cunts of every variety.
Duke Kahanamoku and the Queen would have been very disappointed with your comment.
What was their view? I thought the queen was still alive? Unless you’re referring to Freddie Mercury. I believe he has passed.
He was the Queen in Queen.
Wrong, they were hawaiians not californians.
You’re right – hawaiians should stay in their lane and stop crying about Zuckerberg taking their land.