Race-Conscious Disclosures, Image, and Reputation

Chapter 2 defines the concept of race-conscious image construction, which occurs through disclosures, presents empirical evidence of it in action, and charts how corporations used race-conscious images to bolster their reputation between 2020 and 2024. It also demonstrates how the language and prevalence of disclosures about race changed during that time. The chapter discusses Chevron Corporation (Chevron) as representative case studies that illustrate the image construction process undertaken by thousands of companies. It also explores the role of risk management in corporations’ use of race-conscious disclosures, demonstrating that image construction is often employed as a shield from legal and reputational scrutiny.