Lucky Generals on the Race Riots Consequences: What the Industry Needs to Do
The summer of 2024 saw some of the worst unrest the UK has ever witnessed. After the murder of Bebe King, six, Elsie Dot Stancombe, seven, and Alice da Silva Aguiar, nine at a children's dance and yoga event on July 29, a wildfire of misinformation about the killer gave rise to the racist riots that shook the country.
We all know the story by now – the attacker’s anonymity gave way for racist speculations about his alleged name, religion and origin, with people online hypothesising that he had arrived on a boat in the UK in 2023. Although these theories were disproven and the identity of the murderer was revealed, the riots didn’t stop. As we watched family businesses being destroyed, cars and buildings set on fire, we listened to the rioters’ horrifically racist rhetoric – one that had clearly been brewing within the country for a long time.
Now, a wave of arrests and charges of rioters gives some a false sense of security – perhaps it’s all over and we can move on? But for many, what we saw was a grim reminder of a painful reality that has no escape. It’s a sombre message that persists and runs through the veins of everyday life, regardless of the quiet.
At LBB, we knew it was time to turn to the industry and ask, what does it do for its own people in times like these? A community notorious for its exclusion of minority groups through the years, now on a path of redemption – but how real is this journey in moments when it really matters? What did the industry do then, and what will it do from now on, to open the floor for difficult conversations and support those who need it?
Lameya Chaudhury, head of social impact and client partner at Lucky Generals, knows that things are far from over and now it is time for the industry to step up. Here’s what she had to say, and what Lucky Generals have done right.
Many may believe that the race riots are a chapter that's now closed – a moment to acknowledge, then move on. But for those of us who have felt the sting of the racism on display, this isn't something we can simply put behind us. The attacks were not just a temporary eruption of hate but a stark, painful reminder of the racism that persists in our daily lives.
For many, the riots have confirmed what we've always known: we're seen as ‘other’, our belonging constantly questioned. For others, like me, they’re a stark confirmation of what we’ve always known: You’re different. You don’t belong. Your worth? It’s on trial. Prove it, or you’re out. The immediate reactions might be to manage the crisis and move forward, but the effects of that hate, the insecurity it fosters, and the prejudice it perpetuates are long-lasting.
These aren’t just phrases; they’re the reality that many immigrants navigate daily. Growing up as a Muslim in a post-9/11 world only intensified the feeling of being under constant scrutiny. From routine security checks becoming the norm to graffiti telling us, ‘Paki go home,’ I’ve learned that safety isn’t just about avoiding harm – it’s about proving you belong. These recent attacks? They’re a reminder that, for some, we’ll always be seen as ‘other’.
At Lucky Generals, we recognise that moving on isn't an option for many. It's why our response isn't just about issuing a statement – it's about a sustained, meaningful commitment to change.
When news of the riots broke, we didn’t just sit back. We took immediate steps to ensure our team’s well-being, knowing that the foundation of any meaningful work is the safety and support of those who create it. This goes beyond just checking in; it’s about fostering a culture where everyone feels seen and valued.
We’ve renewed our anti-racism training with Creative Equals, creating space for honest, sometimes difficult conversations. We’re bringing in voices to challenge us, inspire us, and push us to be better, to do better. We know there’s always more we can do, and we’re committed to continually raising our standards.
Our commitment to inclusion extends beyond our own walls. Initiatives like the Lucky10Grand help working-class talent break into the industry – a group often overlooked and underrepresented. By offering financial support, mentoring, and opportunities to those from disadvantaged backgrounds, we’re actively working to level the playing field and bring fresh, diverse perspectives into our industry.
In response to the recent violence, we’ve taken concrete steps to support those directly affected. We’ve made donations to aid the victims of these attacks, showing our solidarity in a tangible way. Our commitment to our charity partner, Queer for Queer, which tirelessly supports LGBTQ+ refugees, remains stronger than ever. These communities are often the most vulnerable to the same hate and prejudice that fuelled these riots.
And for those of us in the communications industry, this isn’t just a moral obligation – it’s a creative opportunity. We have the power to change not just perceptions but the entire narrative. This isn’t about responding to the world as it is; it’s about committing to the world we want to create.
We’re continuing to work with allies like the Diversity Standards Collective to ask tough questions about representation: Whose voices are being amplified? Whose stories are we telling? And how can we use our platform to challenge stereotypes, not reinforce them?
As we reflect on our role and the impact we can have, consider these three powerful questions: Are you working in a place that truly fosters diversity of thought, or just diversity on paper? What concrete steps are you taking to promote cultural fluency within your teams? How does the work you produce challenge or reinforce the status quo?
If your answers fall short, the time for complacency is over. It’s time to step up, speak out, and lead the change we need to see.
