Over the past year, misplaced fear and anger over COVID-19 has exacerbated discrimination and violence against the Asian, Asian American and Pacific Islander communities in the US. The consequences of unchecked racism has become painfully clear in recent months, especially after the shootings at Asian massage parlors in Atlanta this past April. Our survey shows that there is no one way for brands to step up. Marketers can not only make an impact by tapping monetary resources or shaping internal policies, but also by using communications to help shift societal perceptions for the better as shapers of cultural norms.