At some point in the future, activists will launch an online petition or protest against a company guilty of some legitimately racist behavior. But how seriously will anyone take us, when even the “good guys” end up getting kicked in the teeth and called racist — for trying to OPPOSE bigotry?

Modern science tells us that bias lives on, in even the most dedicated anti-racist. The only cure is talking about it. Our country needs more open discussion of race, not less.

Companies who try to further that discussion should be rewarded, even if their initial attempts are imperfect. We can put forward suggestions and criticisms in a constructive manner: “This is a great first step, Corporation! Here are five ways to improve the campaign — and make it even better.” I think any human anywhere would be open to hearing that kind of feedback.

But nobody wants to be called an idiot, just for trying.