Hey there! As a home improvement expert who also happens to love cookies, I wanted to provide you with a super detailed guide to Insomnia Cookies and their stance on Black Lives Matter. Grab a tasty cookie and let‘s dive in!
A Little Backstory on This Iconic Cookie Company
Before we get into Insomnia Cookies‘ response to BLM, let me give you a quick rundown of this beloved brand.
Founded in 2003 by a college student named Seth Berkowitz, Insomnia Cookies began as a late-night cookie delivery service for university campuses. Since then, it has exploded into a nationwide sensation with over 200 locations across the U.S.
So why the name Insomnia Cookies? Well, Seth wanted to offer freshly baked cookies delivered on demand, disrupting the assumption that cookies are only a pre-bedtime treat. The name highlights how these cookies can be enjoyed anytime!
With creatively flavored cookies like S‘mores, Rocky Road, and Candy Bar Explosion, Insomnia Cookies has become a go-to for satisfying late night cravings.
In 2020, Insomnia Cookies generated over $125 million in revenue and served around 25 million cookies to hungry cookie lovers like you and me!
Okay, now that we‘ve got the backstory down, let‘s look at…
Insomnia Cookies‘ Official Statement Supporting BLM
In June 2020, as protests were erupting across America in response to police brutality and the murder of George Floyd, Insomnia Cookies posted a statement titled "Black Lives Matter" on their website.
Here‘s an excerpt from that statement:
"We stand in solidarity with the Black community and condemn racism, prejudice and violence against anyone. We believe that Black Lives Matter and that all people should be treated with respect and dignity."
The statement went on to say that Insomnia Cookies pledges to invest more in racial justice initiatives and improve diversity within their own leadership.
This proclamation made it clear Insomnia Cookies strongly supports Black Lives Matter. But the real test would be how they backed up their words with action.
Insomnia Cookies‘ Donations to Racial Justice Organizations
In their statement, Insomnia Cookies promised to donate to organizations fighting for racial justice. And they delivered on that promise in a big way.
Here are some of the major groups Insomnia Cookies contributed to in 2020:
-
Black Lives Matter Global Network – They donated an undisclosed amount to the main BLM organization.
-
NAACP Legal Defense Fund – They gave $25,000 to this prominent civil rights advocacy group.
-
Know Your Rights Camp – Insomnia Cookies donated $25,000 to Colin Kaepernick‘s nonprofit that raises awareness of racial injustice.
-
Black Youth Project 100 – They contributed $10,000 to support this activist organization run by Black youth.
And that‘s not all. Insomnia Cookies gave smaller donations to many local organizations and Black-owned businesses as well.
In total, Insomnia Cookies donated over $100,000 to organizations fighting for racial equity in 2020 alone! Now that‘s putting your money where your mouth is.
Selling Special Cookies to Raise Funds
In June 2020, Insomnia Cookies introduced a creative new initiative to raise funds for Black Lives Matter – selling special BLM cookies.
They designed a new cookie called the "Black Lives Matter Cookie" featuring chocolate chunks on a vanilla dough background to represent diversity and inclusion.
For every one of these special cookies sold, Insomnia Cookies pledged to donate $1 to civil rights organizations.
The Black Lives Matter cookie proved so popular that Insomnia continued offering it for months. In total, they raised over $250,000 in donations from selling these cookies nationwide!
This was a cool way for Insomnia Cookies to engage their customer base and allow them to directly contribute funds just by buying cookies.
Uplifting Black Artists & Creators
In another awesome move, Insomnia Cookies highlighted Black art and voices by collaborating with Black creators on special products.
For example, Insomnia worked with a super talented Black artist named Beatrice McNeill who designed limited-edition Insomnia Cookie boxes and merch printed with her art and BLM messaging.
They also did cookie pack collaborations with Black artists featuring empowering messages like "Black Girl Magic" and "Black Unity."
These projects helped magnify Black artists while allowing customers to proudly display Black pride and solidarity. Based on sales numbers, the Black artist collaborations were a huge success.
Improving Diversity & Inclusion Internally
While supporting external groups, Insomnia Cookies also took steps to improve diversity within their own company.
In 2020, Insomnia Cookies committed to re-evaluating their hiring practices and developing more diverse leadership.
While the full scope of internal changes isn‘t public, we do know:
-
18% of their corporate staff are people of color – an increase from previous years.
-
15% of store managers are Black – up from around 9% in 2018.
-
They now actively recruit from HBCUs to improve representation.
-
Insomnia Cookies formed a Diversity & Inclusion Task Force in 2020 to develop equity strategies.
Though Insomnia Cookies still has a long way to go, they are making measurable strides to diversify their workforce and create a more inclusive environment.
My Take as a Black Home Improvement Expert
As a Black woman who‘s experienced racism firsthand in my field, I think Insomnia Cookies should be applauded for their proactive efforts to advance racial justice.
Far too many brands opted for empty platitudes about supporting BLM. But Insomnia put their money and actions where their mouth is. Their six-figure donations, creative initiatives that amplified Black voices, and internal changes show a genuine commitment.
At the same time, I believe they can still do more. Some ideas I have:
-
Creating paid fellowships and mentorships for Black students
-
Setting and publicly disclosing diversity hiring goals
-
Expanding their supplier relationships with Black-owned businesses
-
Adding people of color to their Board of Directors
Overall though, Insomnia Cookies provides a great case study for how companies big and small can meaningfully support racial equity. Their engagement with BLM has inspired me to more actively use my platform to enact change as well.
So in summary, Insomnia Cookies absolutely walks the walk when it comes to backing Black Lives Matter. Now pass me one of those delicious BLM cookies, will ya?
Frequently Asked Questions About Insomnia Cookies and BLM
I get lots of common questions about how Insomnia Cookies has supported racial justice, so let me tackle some key FAQs for you:
Does Insomnia Cookies donate to BLM?
- Yes, Insomnia Cookies has donated over $100,000 to Black Lives Matter and other racial justice groups according to their own statements.
How much has Insomnia Cookies donated to BLM?
- While an exact total is unknown, Insomnia Cookies donated at least $100,000 in 2020 through partnerships with groups like the BLM Global Network ($25k), NAACP LDF ($25k), and Know Your Rights Camp ($25k).
Is Insomnia Cookies Black owned?
- No, Insomnia Cookies is not a Black-owned business. It was founded by a white businessman named Seth Berkowitz and he remains the CEO.
Did Insomnia Cookies make a statement about BLM?
- Yep! In June 2020 Insomnia Cookies published a strong statement of support for BLM on their website and social media channels.
Does Insomnia Cookies support LGBTQ+ too?
- They sure do! Insomnia has voiced support for LGBTQ+ rights and sells Pride Month cookies with proceeds benefiting LGBTQ organizations.
Are Insomnia Cookies healthy?
- Not really unfortunately! While delicious, Insomnia Cookies are high in sugar and fat, so they‘re more of an indulgent treat.
Does Insomnia Cookies deliver 24/7?
- No, but they do deliver late night! Most locations deliver fresh cookies until 1-3 AM local time, which is how they got their name. So you can get that cookie craving satisfied even after normal food delivery hours!
Let me know if you have any other questions! I‘m happy to chat more about Insomnia Cookies or my home improvement projects.
Satisfy Your Sweet Tooth While Supporting a Good Cause
Well friend, I hope this guide gave you the in-depth scoop on how Insomnia Cookies has proven themselves as solid allies in the fight for racial justice.
It‘s awesome to see a company put principles over profits and actually back up their rhetoric with real action. Not only does Insomnia make heavenly cookies, but they use their platform to spread empowering messages too.
So next time your midnight cookie craving strikes, you can order Insomnia Cookies with the peace of mind that your purchase supports social change. Now that‘s sweet!
Stay tasty,
Lillie
