While the deaths of Travon Martin, Michael Brown, Eric Garner, and Sandra Bland galvanized the #BlackLivesMatter movement, the killings of Rayshard Brooks, George Floyd, Breonna Taylor and Ahmaud Arbery have forced America to reckon with centuries of racial injustice and police brutality in unprecedented ways. Not only have protests demanding change been widespread, but major corporations — which, until now, have been largely silent and hesitant to embrace Black Lives Matter — are pledging to fight racial injustice and declaring their support of the nearly seven-year-old movement. We discuss the significance of those corporate responses, as well as new challenges these companies face to commit to righting past wrongs.