Advertising Age published a perspective declaring “HBCUs have always been curators of cultural moments”—stressing how brands should invest in the higher education institutions and associated students to create authentic connections.
There’s nothing new in the op-ed that hasn’t been articulated by HBCUs and Black advertising agencies for decades.
Indeed, brands jumped on the HBCU bandwagon in recent years, generating opportunities for heat shields, performative PR, and embryo recruitment.
Hard to say if such philanthropic activity diminished in parallel with the anti-DEIBA+ vibe in Adland.
It’s a safe bet AI trumped HBCU too.
How HBCU culture sets the trends brands chase on social media
By Tayler Towles
Historically Black Colleges and Universities (HBCUs) are epicenters of culture. They produce leaders across industries, foster academic excellence and create spaces where underrepresented students thrive authentically. Beyond academics, HBCUs instill pride that radiates from students to alumni to faculty and, increasingly, to brands.
I’ve experienced this firsthand as a proud graduate of Howard University’s School of Business, where I served as valedictorian of the class of 2025.
From homecoming to hashtags—how HBCU traditions go viral
IYKYK ... but if you don’t, let me tell you: HBCUs have always been curators of cultural moments. From academic rigor to deep community service, much of the HBCU experience is also grounded in tradition.
Homecoming, for example, isn’t just a football game. It is an ecosystem of celebration, shared experience, resilience and community. Every year, alumni reunions, step shows, concerts on the yard, halftime band performances, family-reunion-style tailgates and closing chapel services are anticipated and highly sought after. These aren’t just events; they’re cultural markers.
And then there’s fashion and music. At HBCUs, every day is a runway. Students take pride in individuality, driving viral moments without needing to be influencers. Just look at how HBCUs transformed #FDOC (First Day of Class) into a national trend. A single post from Florida A&M University this year drew more than 3 million views on Instagram. Collective “fit checks” across campuses are now cultural events amplified online—something that was rarely seen at other universities before HBCUs made it mainstream.
These everyday moments broadcast across TikTok and Instagram are helping shape the future of HBCUs themselves. Post-COVID, visibility has fueled rising enrollment. On TikTok, hashtags like #FAMU (92.1k posts), #NCAT (88.9k posts) and #HowardUniversity (60.7k posts) prove how far HBCU pride travels. Howard even welcomed its two largest freshman classes in history in back-to-back years.
When brands show up at HBCUs, students show out
Ralph Lauren’s Oak Bluffs collection, in partnership with Morehouse and Spelman, designed by alumni James Jeter and Dara Douglas, did a wonderful job of illuminating stories that often go untold from the Black community in a stylish, trend-focused way true to Black culture. Deep attention to detail, true understanding through experience and community impact helped the campaign sell out quickly. It also drove massive TikTok conversation and aligned the brand with cultural authenticity.
In 2024, Nascar partnered with Howard alumnus Tahir Murray’s Legacy History Pride to celebrate HBCU culture through a pit crew jersey collection. Murray’s announcement video earned nearly 64,000 views on Instagram, helping drive conversation and excitement across HBCU campuses. Nascar also created a Campus Lab at Winston-Salem State University, where 15 students participated in case competitions, marketing activations and scholarship and internship opportunities.
ESPN has taken a similar route, bringing “First Take” live to campuses like Howard University, Tennessee State University and Clark Atlanta University. These activations didn’t just generate content; they created viral, student-driven moments. One TikTok from Howard student Kelsie Jarett capturing Stephen A. Smith’s interaction alone hit nearly 600,000 views. When brands show up authentically in HBCU spaces, students amplify the story for them.
The digital ripple of HBCU culture
The digital ripple of HBCU culture proves one truth: What happens on the yard doesn’t stay there—it drives the language, style and trends dominating social feeds. Viral phrases from African American Vernacular English like “Clock it” or “I know that’s right” illustrate how Black culture consistently fuels popular culture.
People gravitate toward brands that make them feel genuinely seen, and marketers are being challenged to deliver more meaningful impact with every dollar spent. Partnering with HBCUs offers something money can’t buy: authentic connection. To truly be at the forefront of trends in today’s social-first world, we must look to the very communities already creating them.
Invest in HBCU talent, not just HBCU moments
Brands should begin by assembling internal teams who align with and understand unique cultural elements. These teams have personal experience and can connect with the voices they wish to serve, helping narrate stories that often go untold—similar to Ralph Lauren’s Oak Bluffs collection.
Brands should avoid one-off activations and instead take the time to foster relationships with HBCUs and students alike through mutually beneficial resources. Educational opportunities like case studies that connect students to internships and scholarships help brands not only uncover unique solutions to business problems but also create a pipeline of diverse talent.
HBCU students aren’t just participants in culture; they are its catalysts. By tapping into their creativity, voices and perspectives, brands can connect at the very point where culture is created—before it ever hits the feed.
Tayler Towles is an assistant account executive at Leo Chicago and recently graduated from Howard University as valedictorian of the School of Business.
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