(Reuters) - The corporate response to a wave of protests over the treatment of African Americans has included pledges to increase diversity, donations to civil rights groups and, in some cases, changes in products, policies or practices long sought by critics.

Here is a sampling:

Johnson & Johnson <JNJ.N> said it would stop selling skin lightening creams popular in Asia and the Middle East, acknowledging that some product names or claims represented fairness or white as better.

The U.S. owner of Eskimo Pie ice cream said on June 19 it would change the product’s brand name and marketing, saying the term was derogatory.

A unit of PepsiCo Inc <PEP.O> on June 17 said it would retire the name and image of Aunt Jemima, acknowledging the pancake branding was rooted in a "racial stereotype." Several other companies then said they would review their brands, including Uncle Ben's and Cream of Wheat.

PepsiCo also said it would spend more than $400 million over five years to support Black communities and increase Black representation at the company, with initiatives such as raising the number of Black managers and buying more from Black-owned suppliers.

Swedish music streaming firm Spotify Technology SA <SPOT.N> said on June 16 that Juneteenth, or June 19, will be a paid holiday for its U.S. staff. The date commemorates the June 19, 1865 reading in Texas of President Abraham Lincoln's Emancipation Declaration, which brought an end to slavery in the United States.

Department store chain J.C. Penney Co Inc's <JCP.N> CEO Jill Soltau in a blog post dated June 15 said June 19 would be made an annual company holiday.

Mastercard Inc <MA.N> in a message to its employees on June 12 said June 19 will be a holiday for its employees and the day would be designated as Mastercard Day of Solidarity.

Starbucks Corp <SBUX.O> said on June 12 it would allow employees to wear Black Lives Matter T-shirts and pins, rolling back restrictions on how baristas could show support for the social movement against racism.

Apple Inc <AAPL.O> said on June 11 the iPhone maker will increase spending with Black-owned suppliers as part of a $100 million racial equity and justice initiative, while Google's YouTube video service said it will spend $100 million to fund Black content creators.

Walmart Inc <WMT.N> said on June 10 it would no longer keep "multicultural hair and beauty products" in locked display cases at any of its stores. Critics had said doing so suggested consumers of those products are more likely to shoplift.