Recent budget cuts, resignations, and layoffs in diversity, equity, and inclusion (DEI) departments have led to concerns about companies stepping back from their social justice commitments made in 2020. As the authenticity of brands’ social justice efforts comes under scrutiny, consumers are keen to see if companies are following through on their promises or scaling back their DEI initiatives.
Cultural heritage months like Black History Month are crucial for many brands’ DEI strategies. However, in an environment where trust in large corporations honoring their commitments is waning, how can brands genuinely observe Black History Month?
In this article, we will discuss the best practices for honoring Black History Month and highlight brands that consistently champion diversity and inclusivity throughout the year.
Understanding the Significance of Black History Month
Established by American historian Carter G. Woodson in the 1920s as Negro History Week to celebrate the accomplishments of Black Americans and individuals of African descent, Black History Month expanded into a month-long observance in the 1970s with national recognition from President Gerald R. Ford. Despite being further enriched by various Black historical figures, Black History Month serves as a reminder to honor and commemorate the contributions of the African Diaspora.
While Black History Month is observed in February in the United States and Canada, it is acknowledged in October in the United Kingdom and Ireland. Each year, a thematic focus is selected to direct public attention. In 2024, the theme in the US is African Americans and the Arts.
DEI as a Strategic Business Imperative
Why should brands retain their DEI commitments and actively embrace cultural heritage months such as Black History Month? Cassandra Blackburn, the Director of Diversity, Equity, and Inclusion at Sprout Social, outlines several reasons.
Blackburn emphasizes the proven business advantages of robust DEI initiatives and their organizational value. According to a McKinsey & Company report, executive teams with diverse gender and ethnic representation are more likely to excel financially.
“Many commitments were made in 2020 and beyond with regard to the value proposition. The most critical aspect of any business is its employees. Retracting commitments made to individuals and communities is detrimental from a business perspective,” she remarks.
She stresses the foundational role of individuals in DEI efforts, underscoring the growing importance of upholding these values.
“As individuals, we bring unique experiences and perspectives, irrespective of skin color or personal preferences. As the boundaries between work life and personal life blur, it becomes crucial to acknowledge and incorporate personal identities and beliefs,” Blackburn explains.
She also highlights the evolving mindset of newer generations entering the workforce, who challenge existing norms and expectations.
“Failure to address the evolving needs of younger generations could lead to increased pressure on businesses and potential challenges as these individuals ascend to leadership roles,” she warns.
“By fostering diversity in multiple dimensions, employers create a culture of inclusivity, ensuring that all employees feel acknowledged and integrated into the company’s ethos. Acknowledging and celebrating diverse communities provides an educational opportunity for those outside these communities, shaping the workplace experience,” Blackburn observes.
“Often, we fall into the trap of narrow thinking, overlooking the diverse experiences of others. Recognizing heritage months and celebratory events helps break these barriers, highlighting the beauty of the various cultures and communities that enrich our world,” she concludes.
Three Best Practices for Commemorating Black History Month
Below are three key practices for brands to effectively honor Black History Month year after year:
1. Embrace Black History Every Day
Blackburn stresses the importance of recognizing Black history beyond a single month, a principle that applies to all cultural heritage celebrations. Brands must actively champion Black culture, accomplishments, and individuals throughout the year.
“Brands must understand that this celebration is ongoing. Deliberately seek ways to honor this occasion, as failure to do so may be perceived as performative,” she advises.
Merely delivering marketing messages of unity without substantial action is insufficient. Sincere celebration of the Black community requires tangible integration into all aspects of a brand’s operations. While initial intentions may be noble, the long-term impact of these efforts should be carefully considered. Reflect on your brand’s role in these conversations, evaluate who benefits from your Black History Month initiatives, and explore how these initiatives can become ingrained in your brand’s culture.
“When planning campaigns to celebrate diverse communities during Black History Month and beyond, authenticity, empathy, and cultural sensitivity are essential. Align your campaigns with the core purpose of the celebration, seizing the opportunity to recognize and celebrate the community’s accomplishments,” Blackburn recommends.
“Cultural discussions extend beyond a single month, so it’s essential to share content and run campaigns throughout the year that celebrate diverse cultures. Particularly with the evolving demographics and the increasing multiculturalism of the Gen Z audience, brands need to adapt to appeal to this diverse group,” says Jayde Powell, a content creator, marketing strategist, and host of #CreatorTeaTalk.
She suggests that instead of restricting efforts to Black creators only during February, brands should integrate diversity into their overall strategy to maintain authenticity.
“By doing so, it goes beyond just recognizing cultural heritage and demonstrates a genuine commitment to the Black community and creators. Consistent inclusion of Black creators shows that you value them beyond token gestures associated with Black History Month,” she explains.
2. Leverage social data for culturally aligned campaigns
Analyze your social media metrics and data from social listening tools to design targeted campaigns that resonate with diverse audiences. Talissa Beall, a Strategic Services Consultant at Sprout, has spearheaded various diversity, equity, and inclusion (DEI) initiatives in her social media career and contributes to Black@, a community resource group at Sprout.
Beall recalls a scenario where social data revealed a disconnect between a brand’s actual customer base and the content shared on their social platforms. Through this insight, they identified an opportunity to feature imagery that better reflected their audience’s diversity.
“By examining social interactions and feedback, we grasped how people engaged with [the brand], including their preferences in content and visuals. We noticed a disparity between the imagery used and what resonated with our audience, leading us to intentionally incorporate more diverse representation in our social content,” she elaborates.
3. Embrace sustained action over performative gestures
To avoid the perception of insincerity or opportunism during Black History Month, brands must prioritize consistent support for the Black community throughout the year. Here are some ways to demonstrate solidarity:
- Forge external partnerships: Collaborate with companies, organizations, and institutions like Historically Black Colleges and Universities (HBCUs) to promote diversity and enhance the representation in your talent pool and content. Engage third-party DEI specialists for unconscious bias training.
- Ensure fair compensation: Provide compensation to partners, especially content creators. If resources are limited, explore alternative ways to add value, such as donating to nonprofits on their behalf or cross-promoting their content on all social platforms throughout the year.
Cultivate relationships with Black creators
As mentioned earlier, a powerful way to celebrate Black voices beyond Black History Month is through collaborations with Black creators. Powell highlights that brands seek to partner with creators for their unique perspectives, personality, creativity, and authenticity. Just as consumers value authentic and trustworthy brands, brands themselves seek this authenticity in their collaborations.
According to The Sprout Social Index™, consumers prioritize authentic, non-promotional content from brands on social media. Powell stresses that authenticity is key in building consumer trust.
“As creators, we are often the face of the brand, representing its values and identity. By infusing our unique selves into the content creation process, we establish an authentic connection with the audience,” she remarks.
Redefine collaboration for genuine connections
Powell suggests that brands rethink their approach to collaborations to foster authenticity, as human connection stands out in building credibility with consumers. She notes that while most brand-creator relationships are contractual, establishing a personal connection can enhance the content’s resonance.
When working with brands, Powell appreciates having conversations to align on goals and visions, as creators’ interpretations may differ from the brand’s perspective.
“These interactions allow brands to understand my personality, style, and creativity, which ultimately shape the content I produce. This authenticity comes through in how I present myself, which resonates with the audience,” Powell explains.
In cultural moments like Black History Month, Powell advocates for brands to elevate voices from marginalized communities and actively engage with these communities rather than just co-opting cultural elements for branding purposes.
“By partnering with Black, brown, queer, immigrant, and plus-sized creators authentically, brands can bridge the gap and connect with communities they might not otherwise reach. This approach not only educates but also showcases the brand’s value to these diverse audiences,” Powell suggests.
Investing in community through creator partnerships
Powell emphasizes that collaborations with creators can extend beyond content creation. This could entail contributions to non-profit organizations as a way to support the community while fostering meaningful partnerships.### Celebrating Black History Month Year-Round: Insights and Best Practices
Many businesses are realizing the value of inclusivity and diversity in their marketing efforts. One way to truly understand the cultural conversations that matter is by involving creators as consultants. Creators bring a unique perspective and can help brands navigate the complexities of cultural relevance.
According to Powell, paying creators promptly and striving for pay equity is crucial, especially considering the disparities within the creator economy. A significant portion of the creator economy is made up of white creators, leading to undervaluation of Black creators. This undervaluation extends to wage gaps and a lack of recognition from brands.
Powell stresses the importance of diversifying influencer lists and content creators to reflect the true drivers of trends, many of whom are Black and brown creators. A recent incident involving content creator @cierralikeseggs highlighted the issue of plagiarism and lack of credit given to original creators, shedding light on the need for fair and equitable treatment in the industry.
To address these challenges, Powell advocates for a shift in the industry towards pay transparency and fair compensation for creators. Brands should be proactive in valuing creators and ensuring they are not undervalued based on industry norms.
### Embracing the Joy of Cultural Celebrations
While it’s crucial to acknowledge the history of oppression and struggles faced by marginalized communities, it’s equally important to celebrate the joy and resilience inherent in cultural heritage months like Black History Month. Powell emphasizes the need to move beyond narratives of suffering and focus on the richness and diversity of cultural experiences.
### Expanding Perspectives: The Global African Diaspora
Powell encourages brands to adopt a broader perspective of Black history and culture by including the global African diaspora. By recognizing the diverse experiences and contributions of Black communities worldwide, brands can create more inclusive and authentic narratives.
### Leading by Example: Brands Championing Year-Round Celebration
Several brands have embraced the spirit of celebration and inclusivity throughout the year. One standout example is Topicals, a Black-owned brand that has successfully integrated cultural narratives into its marketing campaigns. By hosting BIPOC-sponsored brand trips and collaborating with other Black-owned brands, Topicals has set an example for brands looking to celebrate diversity year-round.
By following these insights and best practices, businesses can not only honor cultural heritage months like Black History Month but also promote inclusivity, equity, and respect in their marketing endeavors.
The 2023 Community Impact Report from Topicals showcases the brand’s commitment beyond social media. They donated $50,000 to nonprofits, offered free therapy to the BIPOC community, gave away 2000 products to those facing financial challenges, and more. These efforts were supported by the interactive ambassador program called the Spottie Sphere, which is open to customers, creators, and skincare professionals.
Pinterest has integrated inclusive features into their platform, allowing users to search by skin tone, hair pattern, and body type. In addition to their product offerings, they have internal initiatives like employee resource groups known as Pinclusion groups. They recently held their first Pinclusion Group Leadership Summit in 2023.
Target
Target is recognized for its efforts in celebrating Black History Month. Through the African American Business Council, they initiated a recurring campaign named Black Beyond Measure, which highlights success stories and celebrates Black culture. This campaign showcases products from Black-owned businesses that Target carries year-round, as well as Black entrepreneurs and team members.
Ben & Jerry’s
According to Ty Heath, Director of the B2B Institute at LinkedIn, brands must go beyond statements and demonstrate tangible actions to support their commitment to social issues.
Heath emphasizes the importance of sustained investment for building trust, pointing to Ben & Jerry’s as a brand that authentically incorporates activism into their identity. Ben & Jerry’s engages in internal dialogue about important issues, promotes diverse voices, and integrates core values into their brand and culture.
Brands like Ben & Jerry’s not only fulfill their promises but also take strong stances that contribute to advancing racial equality. Their actions have impact beyond their organization and can influence society.
Dove
Dove has long been a champion of inclusivity by representing diverse body types, hair textures, and skin tones in their marketing campaigns. They have also run successful body positivity initiatives. Dove’s commitment to supporting Black communities extends beyond Black History Month; they are actively involved in advancing the CROWN Act, which combats hair-based racial discrimination, and are partnering with LinkedIn to enhance workplace equity for Black women.
According to Blackburn, companies may face challenges in their DEI journey, but it’s the long-term commitment to integrating diversity, equity, and inclusion into their values and practices that truly matters. Building an inclusive and diverse organization is the ultimate goal for brands, influencing their social media, customer interactions, and overall brand development.
Black history is more than a moment
Brands shouldn’t limit their efforts to support Black communities to just February. Cultural heritage months are a starting point for demonstrating a company’s accountability in their DEI efforts. Upholding and uplifting Black communities is an ongoing endeavor that requires substantial offline work.
Approaching Black History Month with sincerity and taking meaningful actions is vital, but ensuring continuous support for Black communities and culture throughout the year is equally important. Companies should embed diversity, equity, and inclusion principles into all facets of their operations to ensure authenticity and long-term impact. To delve deeper into how brands can integrate DEI principles into their strategies for sustained success beyond mere statements, check out our insights on who truly shapes a brand’s identity.
