As Black Lives Matter protesters filled the streets last summer, many of the largest U.S. corporations expressed solidarity and pledged support for racial justice. But now, with lawmakers around the country advancing restrictive voting rights bills that would have a disproportionate impact on Black voters, corporate America has gone quiet.

Last week, as Georgia Republicans rushed to pass a sweeping law restricting voter access, Atlanta’s biggest corporations, including Delta, Coca-Cola and Home Depot, declined to weigh in, offering only broad support for voting rights. The muted response — coming from companies that last year promised to support social justice — infuriated activists, who are now calling for boycotts.

“We are all frustrated with these companies that claim that they are standing with the Black community around racial justice and racial equality,” said LaTosha Brown, a co-founder of Black Voters Matter. “This shows that they lack a real commitment to racial equity. They are complicit in their silence.”

On Thursday, hours after the Georgia voting restrictions were signed into law, Brown joined protesters at the Atlanta airport calling for a boycott of Delta, Georgia’s largest employer. In front of the Delta terminal, they lobbied for employees to pressure their employer and urged the airline’s chief executive, Ed Bastian, to use his clout to sway the debate.

Delta is a major corporate supporter of the gay community and was among the many major companies that last year said it stood with the Black community after the death of George Floyd at the hands of the police. At the time, Delta said it would look for ways to “make an impact and take a stand against racism and injustice, from programs to policy changes.”

But last week, Delta declined to comment on the Georgia legislation specifically, instead issuing a statement about the need for broad voter participation and equal access to the polls.

“It’s a double standard,” Brown said.

Coca-Cola, another major Atlanta employer, faced similar pressure as the new law took shape. Last summer, Coca-Cola chief executive James Quincey said the company would “invest our resources to advance social justice causes” and “use the voices of our brands to weigh in on important social conversations.”

But last week, rather than take a position on the then-pending legislation, Coca-Cola said it was aligned with local chambers of commerce, which were diplomatically calling on legislators to maximize voter participation while avoiding any pointed criticisms.

That smacked of hypocrisy to Bishop Reginald Jackson of the African Methodist Episcopal Church, who spoke at a rally outside the Georgia Capitol on Thursday. Speaking into a bullhorn, Jackson quoted Quincey’s statements from last summer as a point of contrast to the company’s tepid engagement with the legislation.

“We took him at his word,” Jackson said. “Now, when they try to pass this racist legislation, we can’t get him to say anything. And our position is, if you can’t stand with us now, you don’t need our money; you don’t need our support.”

Sen. Raphael Warnock of Georgia, a Black pastor who was elected in January, called out companies for their muted responses in an interview with CNN on Sunday.

“I’ve seen these corporations falling over themselves every year around the time of the King holiday, celebrating Dr. King,” Warnock said. “The way to celebrate Dr. King is to stand up for what he represented: voting rights.”

Corporate America’s guarded approach to the partisan issue of voting rights stands in stark contrast to its engagement with other social and political issues in recent years. When legislatures advanced “bathroom bills” that would have discriminated against people who are transgender, many big companies threatened to pull out of states like Indiana, Georgia and Texas.

And over the past four years, many big companies spoke out against President Donald Trump on issues including climate change, immigration and white supremacy.

“It’s not as though corporations are unwilling to speak powerfully about social justice issues,” said Sherrilyn Ifill, the president and director-counsel of the NAACP Legal Defense and Educational Fund Inc. “It seems to me perfectly legitimate for Black voters in Georgia to expect them to speak just as powerfully and directly about what is an unwarranted attack on the ability of Black voters to participate in the political process.”

In recent weeks, only a few consistently progressive corporations publicly addressed the new laws head on.

“A person’s right to cast their ballot is the foundation of our democracy,” Salesforce said on Twitter. Criticizing an early version of the Georgia bill, it added: “Georgia H.B. 531 would limit trustworthy, safe & equal access to voting by restricting early voting & eliminating provisional ballots. That’s why Salesforce opposes H.B. 531 as it stands.”

Patagonia, which has worked to increase voter participation, condemned the new bills and called on other companies to get more involved.

“Our democracy is under attack by a new wave of Jim Crow bills that seek to restrict the right to vote,” Ryan Gellert, the chief executive of Patagonia, said in a statement. “It is urgent that businesses across the country take a stand — and use their brands as a force for good in support of our democracy.”

Those were the exceptions. For the most part, big companies declined to comment on the Georgia legislation as it came together. Even chief executives who have made names for themselves by championing diversity chose not to get involved. Tim Ryan, the senior partner at PwC and a founder of CEO Action for Diversity & Inclusion, declined to comment for this article.

“The voice of individual leaders is oddly muted,” said Jeffrey Sonnenfeld, a professor at the Yale School of Management who regularly gathers chief executives to talk about controversial issues. “For the most part, they are not yet taking the same courageous stands they have taken on election ballot counting and the election results this fall, let alone on immigration, gun safety and the infamous bathroom bills.”

After four years of responding to the often extreme policies of the Trump administration, many companies are seeking to stay out of political fights.

And the voting bills are being driven by mainstream Republican lawmakers, rather than lesser-known right-wing figures. Companies that take a stand might have a harder time currying favor with those lawmakers on other issues down the line.

“This is not the fringe members trying to push bathroom bills,” said Lauren Groh-Wargo, the chief executive of Fair Fight, a voter-rights group founded by Stacey Abrams. “This is a priority for the party at the national level. For companies to speak out and work against these bills is very different.”

Ifill of the NAACP Legal Defense and Educational Fund said there was another factor at play as well: race.

“Why is it that corporations that could speak so powerfully and unequivocally in opposition to discrimination against the LGBTQ community and immigrants are not speaking as clearly about the disenfranchisement of Black people?” she said. “It’s the same thing. This is a race issue.”

Companies have effectively squashed bills at the state level before. In 2016, when lawmakers were advancing the bathroom bills, major corporations said they would move jobs out of states that adopted such measures. Responding to one such bill in Georgia in 2016, The Walt Disney Co. said, “We will plan to take our business elsewhere should any legislation allowing discriminatory practices be signed into state law.”

The tactic was effective. Many of those bills were tabled as lawmakers responded to the threats of lost business.

This time around, however, the entertainment industry has taken a more guarded approach.

When asked for comment, Disney, Netflix, NBCUniversal, Sony Pictures Entertainment and ViacomCBS either said they had no public comment or did not respond to queries. The Motion Picture Association, Hollywood’s lobbying organization, declined to comment, as did Amazon Studios, which six months ago released “All In: The Fight for Democracy,” a documentary about efforts by Abrams and other activists to tear down voting barriers in Georgia and elsewhere.

The fight in Georgia is likely a preview of things to come. Lawmakers in dozens of states have proposed similar voting bills, and activists are planning to ramp up the pressure on corporate America as the battle over voting rights goes national.

Companies, meanwhile, are trying to maintain a delicate balancing act. Although the Georgia law passed Thursday was less stringent than initially proposed, it introduced more rigid voter identification requirements for absentee balloting, limited drop boxes and expanded the state legislature’s power over elections.

After its passage, Delta and Coca-Cola appeared to take some credit for helping soften the bill’s restrictions. Delta said that it had “engaged extensively with state elected officials” in recent weeks and that “the legislation signed this week improved considerably during the legislative process.”

Coca-Cola issued a similar statement, saying that it had “sought improvements” to the law and that it would “continue to identify opportunities for engagement and strive for improvements aimed at promoting and protecting the right to vote in our home state and elsewhere.”

Those words were cold comfort to activists who had worked against the efforts to curb voter rights.

“They have made soft statements rather than stepping out,” Groh-Wargo of Fair Fight said. “It’s ridiculous.”

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