Google is now encouraging the rest of the country to get on board with its internal racial preferencing practices:
Google has launched a new campaign called "Buy Black" that encourages people to shop based on the race of the store owner.
Stores in search and map results will be given icons indicating the race of the owner to make this easier. pic.twitter.com/zPAmNLErZg
— Jeremy Kauffman 🦔 (@jeremykauffman) December 15, 2022
Corporate America’s funneling money toward businesses based on specific immutable characteristics is nothing new. Particularly on the heels of the Black Lives Matter movement in the summer of 2020, Fortune 500 companies and wealthy philanthropists bankrolled “black-owned” businesses, artists, and civic groups to the tune of hundreds of billions of dollars. The difference here is that Google’s move is beginning to embed those preferences in the actual algorithm used by normal Americans — not just an expression of the company’s identitarian obsessions but an effort to impose those obsessions on the rest of the country.
What could go wrong?