Black History Month is a time to celebrate, educate and recognize the achievements of people of African descent in the U.S. However, this year carries a different weight. Amid deepening societal divisions, rising anti-DEI activism that many perceive as coded anti-Black rhetoric and brands reassessing their diversity commitments—whether by scaling back, repositioning, or reaffirming—many are left wondering how to move forward as tensions continue to mount.
Black people have always had complex relationships with America—particularly because for them, there is no distinction between America, corporate America and American brands. Moreover, their roles as citizens, laborers, migrants, leaders and consumers are deeply interconnected, influenced by the same societal forces that shape politics, culture and business.
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Yet, the broader public often views these roles separately, assigning each one a different level of power and influence. Historically, the Black consumer has been the most formidable of those roles since boycotting businesses fueled the achievement of Civil Rights.