Brands have been embracing creative storytelling during Black History Month and amplifying these messages via social media platforms such as TikTok and Instagram Live.
But what we are doing outside of these 28 days to ensure Black voices are amplified and celebrated? Every year, many companies hop on the bandwagon to promote diversity and inclusivity only to drop the ball when February comes to a close. It’s time we break that cycle and make a real difference for the Black community all year-round.
How do we do this as advertisers? By putting our money where our mouth is and investing in real progress. It’s essential that diversity, representation and inclusivity are at the forefront of everything we do, not just during awareness months. Empowering ourselves with knowledge and understanding of African American culture and committing to it can foster real change.
For brands to continue breaking down barriers and creating true equality, we need a long-term focus:
Less performative, more progress
Marketing dollars often follow causes when awareness days or months are high on the agenda, but brands should ask themselves how they can champion and support these communities when #BlackLivesMatter or Black History Month aren’t in the headlines. Not doing so is merely performative and offers no progress toward social equality. Remember why your company made DE&I pledges in the first place.