The weekend cut ties with H&M

The internet as been agog with the recent picture of a young black boy been used for an advert to promote H&M apparel with the inscription on the hood saying "coolest monkey in the jungle".
celebrities are not taking any of it and American artiste Starboy the weekend who is a brand ambassador for H&M has announced he his cutting ties with them in the wake of this incident. however H&M has come out to apologize, the puzzling question is same thing keep repeating itself over and over again what should be done to stop this racial abuse?