17300: Trump Trumps DEIBA+.

Can’t help but think Trump Store represents the polar opposite of WeLoveUs.shop

 

President Donald J. Trump argued citizens should significantly reduce the number of purchased pencils and dolls. Yet does anyone need even a single item on this website?

17299: We Heart WeLoveUs.shop

Digiday published a report on Essence launching WeLoveUs.shop, an online marketplace dedicated to Black women-led brands.

 

The content is definitely worth reading, as it underscores how everything from Target to Trump Tariffs have contributed and conspired to accelerate the employment challenges impacting US Black women.

 

Media giant Essence launches a marketplace for Black women-led brands

 

By Allison Smith

 

The story was first published by Digiday sibling ModernRetail

 

When LaToya Stirrup’s brand Kazmaleje first landed on Target’s shelves in 2022, it felt like a dream come true. The Miami-based founder had spent years building her hair-tool brand — which she launched in 2019 — and securing placement at a national big-box retailer gave her scale and visibility that would’ve been harder to achieve on her own.

 

At the time, Target touted its wholesale partnership with Kazmeleje, along with 20 other Black-owned or founded beauty brands, as part of a broader commitment to spend more than $2 billion with Black-led businesses by 2025. Target said the initiative “will help us create more equitable experiences for our Black guests, and use our company’s size, scale and resources to create economic opportunity for Black-owned businesses that extends outside of Target.”

 

But earlier this year, Stirrup noticed “a complete sales slowdown” at Target. She attributed it to consumers who had stopped shopping at the retailer because of the company’s DEI rollback. After Target announced it would scale back some of its diversity, equity and inclusion initiatives in January, calls to stop shopping at the retailer spread. Modern Retail reported in August that many once-loyal Target shoppers were still boycotting the retailer because of its DEI rollback.

 

As a result of declining sales — Stirrup declined to share exact figures — Target decided to remove Kazmaleje’s products from its physical stores, she said. Beginning in 2026, she said the brand will be sold online-only at Target, via Target.com. Target declined to comment.

 

Stirrup is one of dozens of Black women founders navigating a particularly challenging moment for small businesses. Corporate rollbacks of diversity, equity and inclusion initiatives, including at major retailers like Target, have created new uncertainty around distribution, visibility and consumer demand for Black-owned brands. At the same time, President Donald Trump’s trade war has driven up costs through steep tariffs on top trading partners, squeezing margins for founders who rely on overseas manufacturing.

 

Against that backdrop, Essence has launched WeLoveUs.shop, a new online marketplace dedicated to Black women-led brands. The platform, which officially launched earlier this month, aims to give founders an alternative sales channel at a moment when the larger retail industry has become more volatile. WeLoveUs.shop currently features about 100 brands and 1,000 products across categories like beauty, wellness, fashion and home, with more than 400 additional brands expressing interest in joining future cohorts, according to Essence.

 

The idea for WeLoveUs.shop crystallized earlier this year as the toll on Black women in business became increasingly clear, Michele Ghee, Essence’s chief content officer, told Modern Retail. Since February, nearly 600,000 Black women have been sidelined by job losses and unemployment, according to Fortune. That reality, combined with rising costs from tariffs and shrinking opportunities tied to DEI rollbacks, made the launch of WeLoveUs.shop feel urgent. It was “all hands on deck” to get the marketplace up and running as quickly as possible, with key executives and stakeholders even working over Thanksgiving. The site quietly launched in beta just after Thanksgiving, before a wider public rollout around Cyber Monday.

 

“We know so many businesses are hurting right now,” said Ghee. “Nobody is immune to what is happening in the world today, especially for marginalized communities.”

 

For Stirrup, the consumer backlash against Target made it harder for her to promote Kazmaleje’s products at the retailer. “There was a lot of pushback, especially on social media, and you couldn’t really talk about being in [Target],” she said. “That limits you from being able to advertise, because we were getting the response of, ‘We’re not shopping there.’”

 

On an earnings call in May, Target CEO Brian Cornell said the company’s first-quarter performance was dented by several factors, including “the reaction to the updates we shared on belonging in January.” He also flagged tariff uncertainty and declining consumer confidence as other headwinds. He added, “While we believe each of these factors played a role in our first quarter performance, we can’t reliably estimate the impact of each one separately.”

 

The boycott against Target underscored the risk of relying too heavily on any one channel, making WeLoveUs.shop an attractive opportunity. “You really have to have a diverse revenue stream because you never know how the market will impact you,” she said.

 

This year has also been tough for small business owners because of tariffs, which have raised costs for founders importing materials or finished goods. For Brittny Horne, founder of RVL Wellness Co., tariffs have significantly constrained growth. RVL makes therapeutic jigsaw puzzles, and the brand’s products are entirely manufactured in China, one of the most heavily tariffed countries.

 

Tariffs “definitely slowed down our production of new products,” Horne said. “It’s just one of those things — another issue we have to try to navigate and figure out a solution.”

 

Horne said she explored moving production to the U.S., but quickly ran into cost barriers. “It’s way more expensive to manufacture in the U.S., especially unless you are ordering at least 5,000 units per SKU,” she said. With 11 SKUs in her lineup, she said, “There’s no way we could afford that much at this time.”

 

The uncertainty has forced her to rethink where and how RVL can grow. “It just kind of makes you now have to rethink, ‘OK, well, what do we look forward to next?’” she said. “‘Where’s a safe space for us to go?’”

 

That led to Horne’s decision to join WeLoveUs.shop, which has led to a “really big boost” in sales since the marketplace launched at the beginning of the month. Even though it’s only been a couple of weeks since the partnership began, the majority of RVL’s orders are now coming from WeLoveUs.shop, Horne said.

 

WeLoveUs.shop takes a 35% commission per transaction. That’s higher than what other marketplaces charge. Amazon, for example, takes a cut ranging from 8-15% per transaction, depending on the product category. But Amazon also charges sellers for other services, including advertising and fulfillment. In exchange for WeLoveUs.shop’s 35% commission rate, brands gain access not just to Essence’s audience but also to its full media ecosystem, including editorial coverage, social promotion, newsletters and PR support. Other brands that spoke to Modern Retail for this story said WeLoveUs.shop’s bi-weekly payouts were also more appealing than the 90- to 120-day payment cycles common in wholesale and consignment arrangements.

 

WeLoveUs.shop is gaining traction on social media, according to Essence’s Ghee, who said Essence has leaned heavily on its existing audience and distribution muscle to promote the marketplace. Essence reaches about 75 million touchpoints each month across its digital platforms, she said, and has been using a mix of curated gift guides, newsletters and social posts to drive attention to the new shop. One recent gift guide featuring products priced under $50 generated about 10,000 impressions within the first few days, Ghee said. In another example, a social post encouraging followers to “tag a Black business” was shared roughly 5,000 times in a similarly short period.

 

“For [Essence] to be able to put their media power behind more Black-owned brands at a time of great need, when small incomes are struggling, can really support them,” said Sky Canaves, a principal retail analyst at eMarketer.

 

Melissa Mitchell, a self-taught designer who sells accessories, apparel and home decor and more through her brand Abeille Creations, echoed that sentiment. “This year has been very up and down,” she said. “With this kind of partnership, this allows me to reach people that I probably would never have on my own.”

17011: H&M TTFN BFABW WTF.

 

Adweek reported H&M broke up with Buy From A Black Woman—and paid the price in the form of an $83K check to settle outstanding debts. Sounds like a Diary of a Mad Black Woman spinoff.

 

H&M Pays DEI Nonprofit $83K Debt After Abrupt End To Partnership

 

The partnership between the retailer and Buy From a Black Woman ended last week after a breach of contract

 

By Cydney Lee

 

H&M has finally paid non-profit Buy From A Black Woman (BFABW) the $83,000 it owed the organization nearly a month past its due date, ADWEEK has learned.

 

After the partnership between H&M and the nonprofit organization had recently ended due to what BFABW claimed was a breach of contract, founder Nikki Porcher received an overnighted check from the retailer on March 14 for $83,333.33, per a video obtained by ADWEEK. 

 

The money was originally due by Feb. 17, according to Porcher and an email sent to H&M from BFABW’s legal team, for a holiday market event that occurred at the end of last year.

 

H&M confirmed to ADWEEK that “all sums owed to Buy From A Black Woman have been paid in full, and no sums remain outstanding.”

 

“H&M took immediate steps to rectify the situation,” the brand said in a statement.

 

A partnership gone sour

 

BFABW, which provides resources and guidance to Black women entrepreneurs, first partnered with H&M in 2021. Over the years, the two collaborated to produce events and activations in H&M stores nationwide.

 

Porcher said the first two years of the partnership were seamless. But in 2023, it transitioned from the sustainability team to the brand’s inclusivity and diversity team, and Porcher said she was left out of meetings and decisions about the partnership.

 

The big turning point, Porcher said, happened when an International Women’s Day (IWD) event scheduled for March 2 was canceled. She was under the impression that the IWD event would be replaced by a new denim fashion activation later that month, according to an email thread seen by ADWEEK.

 

Porcher argued in the email thread that the IWD event had been a key part of BFABW’s partnership with H&M, and was outlined in the contract. 

 

H&M said in a statement: “H&M presented this event as an opportunity to further promote and amplify the partnership and we deny that this was a requirement, change of plans, or a breach of contract in any way.”

 

H&M said that BFABW stopped communicating with H&M, “including requests for an open dialogue to ensure we were supporting the organization in a way that continued to support their vision.”

 

Porcher sought legal counsel after learning about the change in plans around the IWD event, and found that H&M the retailer owed $83,000 by Feb. 17. 

 

Porcher declined to sign a termination agreement drawn up by H&M, where she claims the brand offered her $100,000 to “quietly walk away” while continuing to use the BFABW name and programs.

 

The agreement, obtained by ADWEEK, states that Porcher would be prohibited from defaming H&M publicly and that the brand can only use BFABW’s name and logo in its 2024 Inclusion and Diversity Report.

 

H&M and BFABW both agreed to end the partnership on March 12.

16944: BHM 2025—Target.

 

Despite dialing down its DEIBA+ dedication—which brought backlash, boycotts, and lawsuits—Target continues to promote Black-owned and Black-founded brands for Black History Month, helping such businesses stay in the black.

16770: Quietly Considering A Silent Agreement.

 

Adweek published a provocative perspective from Wil Power Integrated Marketing CEO Wil Shelton, who spoke out about the unspoken contract between Black-owned businesses and Black consumers.

 

The Silent Agreement Between Black-Owned Businesses and the Communities That Built Them

 

There’s an unspoken contract that sometimes becomes a double-edged sword

 

By Wil Shelton

 

There is an unspoken, yet ever-present cultural contract between Black-owned businesses and the Black communities that built them. It’s an invisible agreement that is rarely talked about but always understood; a relationship rooted in shared struggle, history, and identity.

 

For Black businesses, especially in industries like beauty, this contract is both a gift and a weight. On one hand, it offers a deep connection to a loyal, invested community. On the other, it comes with expectations, sometimes unrealistic, that the business must never “sell out,” change, or stray from its origins.

 

Take the recent backlash against Mielle Organics, a brand that had long been celebrated for catering specifically to the needs of Black women’s hair. Mielle, known for its beloved Rosemary Mint Scalp & Hair Strengthening Oil, was acquired by Procter & Gamble in 2023. Shortly after, a wave of outrage swept through Black social media. Consumers who had supported the brand from its humble beginnings felt betrayed.

 

Allegations of hair loss linked to the product have only fanned the flames, with many voicing concerns that the formulas would be altered, or worse, that Mielle’s commitment to its core Black customer base would disappear.

 

A history of loyalty

 

At the heart of this backlash is the cultural contract, the unspoken agreement that Black-owned businesses should remain loyal to the communities that built them. For many Black consumers, buying Black isn’t just about getting a product—it’s an act of resistance and resilience, a way to support Black excellence in a system that has often excluded or undermined it. These consumers have emotionally and financially invested in Black businesses, feeling a sense of pride every time they choose a Black-owned product over mainstream competitors.

 

This relationship between Black-owned businesses and their customers is rooted in shared history. Black entrepreneurs have long faced systemic barriers to success—whether through lack of access to capital, discriminatory business practices, or the simple fact that many mainstream businesses didn’t cater to the needs of Black consumers. As a result, the Black community has rallied around these businesses, supporting them not just out of necessity, but out of a sense of cultural pride.

 

But with that support comes an expectation to stay true to yourself and the people who helped build you.

 

The challenge of growth

 

The tension arises when Black businesses grow and seek to expand beyond their original base. For many Black consumers, expansion can feel like a betrayal, even when it’s simply a business decision.

 

When a beloved Black-owned brand is acquired by a major conglomerate, it can feel as though the brand has sold out and abandoned the community for the promise of bigger profits. The fear is that, once acquired, the brand will lose its authenticity, connection to the community, and cultural relevance.

 

This is why Mielle’s acquisition by Procter & Gamble sparked intense reactions. Many Black consumers were immediately wary, fearing that the product formulas would change or that the brand would lose its connection to Black women’s specific hair needs. These fears aren’t baseless—there is a long history of Black-owned brands being watered down or diluted after being absorbed by larger corporations. And in an industry like beauty, where trust is everything, even the slightest change can lead to feelings of betrayal, almost as if it’s an act of contempt for the very audience that helped the brand rise in the first place.

 

The sentiment on products for Black hair

 

In a fascinating twist of consumer allegiance, brands like Olaplex and Aussie, though not crafted specifically for Black hair, have garnered rave reviews from Black consumers.

These products were initially marketed to a broader, more general audience but have found a loyal following among Black women, who often struggle to find effective solutions within the confines of products labeled “for us, by us.” This dynamic raises a critical question that strikes at the heart of consumer behavior in the Black community: Is the effectiveness of a product ultimately more important than the cultural specificity that surrounds it?

 

For many Black women, the answer is revealing. While there is a deep desire to support products tailored to the unique needs of Black hair, the reality is that the products specifically marketed toward them aren’t always delivering the best results. As a result, many in the community have begun to look beyond the traditional boundaries of Black-owned brands for solutions that simply work.

 

It’s a profound reminder that the integrity of the product itself—its ability to perform and fulfill its promise—sometimes carries more weight than its cultural origins. In the end, what matters most is whether the product truly respects the texture, beauty, and uniqueness of Black hair, regardless of where it comes from.

 

Not all acquisitions end in disaster

 

While the fears surrounding corporate acquisitions of Black-owned brands are real, it’s important to recognize that not all acquisitions result in disaster. Some large corporations have demonstrated a commitment to maintaining the integrity of Black-owned brands and even enhancing them. Numerous companies have stuck to original formulas, ensuring quality remains consistent while using their larger resources to scale production, innovate, and improve distribution.

 

SheaMoisture, for example, was acquired by Unilever in 2017. Initially, many Black consumers feared the worst—that the brand’s commitment to Black hair care would be watered down. However, instead of altering the essence of the products, Unilever worked vigilantly to maintain the authenticity of the brand while expanding its reach. This acquisition allowed SheaMoisture to introduce new products, tap into wider markets, and remain true to its original mission of serving the Black community.

 

This example underscores that acquisitions don’t have to come at the expense of community trust or product quality. The key lies in transparency and communication. When a brand is acquired, new ownership must engage directly with the community to make clear that the brand’s core values will remain intact. Black consumers need assurance that the products they trust will continue to meet their needs, both in terms of quality and cultural relevance.

 

A double-edged sword

 

The cultural contract between Black-owned businesses and their communities can sometimes become a double-edged sword. On one hand, it ensures that these businesses stay connected to their roots and remain accountable to the people who helped build them. But on the other hand, it can also handcuff Black business owners, making it difficult for them to grow or evolve without backlash. The very loyalty that sustains the business can also be what limits it.

 

This dynamic places Black business owners in a tough spot. Do they stay small, true to their original base, and risk stagnation? Or do they seek growth, potentially alienating the community that brought them to prominence in the first place? The weight of this unspoken contract is heavy, and the fallout from violating it can be swift and unforgiving.

 

Rewriting the contract

 

The Mielle Organics controversy highlights the need for Black-owned businesses and their communities to redefine this cultural contract. Growth and success shouldn’t be seen as betrayals but as milestones in a larger journey. Black businesses should be able to scale up and reach broader markets without losing the trust of their core base.

 

The onus is on both sides. Black business owners need to remain transparent, ensuring that their growth doesn’t come at the expense of their community’s trust. This means communicating openly about changes, involving the community in decisions, and staying true to the brand’s original mission, even as they evolve. At the same time, Black consumers need to allow room for their businesses to grow, understanding that expansion doesn’t have to mean a loss of authenticity.

 

Ultimately, this unspoken cultural contract doesn’t have to be a barrier to growth. It can be a foundation, one that allows Black businesses to stay connected to their roots while reaching new heights. But it requires an honest dialogue, a willingness to redefine the terms, and an understanding that, as the great theologian Kendrick Lamar once said, “They not like us.”

 

Black businesses, and the communities that support them, operate by a different set of rules—rules that prioritize loyalty, trust, and cultural relevance above all. But if we can rewrite this contract, Black businesses can thrive without losing themselves in the process.

16742: A Short Story On Storytelling.

 

MediaPost published a perspective from Brennan Nevada Johnson on the value of storytelling to build Black businesses. Okay, but don’t disregard the horror stories of systemic racism that tear down Black businesses.

 

The Importance of Storytelling for Black Businesses

 

By Brennan Nevada Johnson, Op-Ed Contributor

 

I’m in my third year of building a successful business as a Black-owned founder where I represent some of the largest BIPOC-owned brands in the world. I have zero outside investors, or partners, and my agency is entirely independent. I constantly get asked how I achieved this growth in such a short period of time, and the answer lies in one tactic that Black businesses don’t prioritize as much as they should: storytelling.

 

I can’t stress enough the need to leverage storytelling in all its glory if you want your business to go to the next level. The positive impact it can have on how well your organization performs and reaches new customers and members of your community are invaluable.

 

It can transform your business. It’s no secret that there are many challenges that prevent Black-owned businesses from reaching their full potential. As Black founders we are often left out of the equation when it comes to scaling. We face unfair roadblocks in landing new clients, we are overlooked, and securing VC funding to help make our dreams a reality is atrocious.

 

According to recent Crunchbase data, venture capital for Black entrepreneurs dropped a staggering 71% compared to last year, amounting to less than 1% of the overall dollars invested. So why do so many still end up relying on these alternatives over and over again expecting a different result? You’re only setting yourself up to fail. Black entrepreneurs need to adapt to new strategies and move away from trying to make VC funding happen. It’s not going to happen.

 

If you haven’t noticed by now, content is king. The founder who shares the details and behind the scenes of their journey are the ones who come out on top. It’s simple really. When shopping for a product or service, almost always a buyer is going to purchase when they know more about the origins and background, and why something was started in the first place.

 

They need to resonate with what’s being sold to them in a way that is organic and not forced. It goes far beyond marketing and commercializing, so ditch that mindset altogether. Storytelling is truly the only way for you to tap into someone’s emotions, make them feel seen, and persuade them to take action. It’s a great way to get attention and recognition that differentiates you from competitors in the industry. Without it, you’re just another brand in an already cluttered market that will soon be forgotten.

 

As a leader it’s your job to motivate and get access to what moves people. It doesn’t matter the size of your business either, whether you’re a solopreneur, SMB or a large enterprise, storytelling can help you do this.

 

But it’s important to share what’s compelling versus pumping out useless content that really isn’t saying anything at all. You need to have a framework in place beforehand. This should start with a conflict, then a complication, and finally a resolution. Think about what gets people talking — it’s books, it’s speeches, it’s movies, it’s a news article that you feel connected to.

 

Too many businesses believe that they should focus only on their wins and shout it from the rooftop. Don’t. It will only make people tune you out even more. Being vulnerable and honest in your approach is necessary when it comes to storytelling. And let’s face it, Black founders are not always given the space to do so, which could be why they aren’t taking advantage of this skill.

 

Disclosing the trials and tribulations will make you more relatable to someone who has never heard of your business before. One of my highest performing articles was when I wrote about being fired. Afterwards, I had people reach out to me saying that they appreciate my honesty and courage to discuss something that most shy away from. Storytelling allows you to engage and foster community, build trust, become a thought leader, and eventually secure brand loyalty. It’s your chance to interact and become more than just a faceless product. And yes, it can help drive sales and conversions.

 

Storytelling gives you the opportunity to be the author of your brand and control the narrative. Owning your voice is crucial, and as a Black founder you can use storytelling to fight stereotypes against you by sharing your unique viewpoints. All of this is possible when you give others a chance to step into your shoes. It bridges gaps and misunderstandings which many brands face in today’s cancel culture.

 

Storytelling is not a new concept. It’s been used throughout history across many different races, cultures and backgrounds. Look at Martin Luther King Jr, former President Barack Obama, and Oprah — all of these remarkable individuals have mastered the art of leadership storytelling. Black founders need to follow suit and integrate storytelling into their overall go-to-market strategies if they want to showcase authenticity and build a business that will stand the test of time.

16660: How White Advertising Agencies Can Help To Reduce The Racial Wealth Gap…?!

 

Adweek published performative PR from the EVP Head of Advocacy at Deutsch LA, advising how White advertising agencies can help reduce the racial wealth gap in the US.

 

The self-promotional advertorial spotlighted the Blackness in Full Bloom program launched by Deutsch LA in 2020—which just so happens to coincide with the year that the White advertising agency hired its EVP Head of Advocacy.

 

The LA heat shield was preceded by the 2016 decision at Deutsch NY to no longer invest in diversity. Adding to the culturally clueless chaos and confusion, IPG pruned Deutsch NY in January of this year.

 

So, what’s the value of advice to help Black businesses succeed coming from an arguably failing White business—and one with a history of questionable DEIBA+ dedication to boot?

 

Ad Agencies Can Help Reduce Racial Wealth Gap in America—Here's How

 

Since 2020, Deutsch LA has supported local businesses through Blackness in Full Bloom program

 

By Ann Howze

 

In 2018, a Black-owned small business accomplished an incredible feat on Black Friday by selling $1 million of cosmetics in less than 90 minutes. The Box of Crayons product was also featured on Oprah’s Favorite Things list… twice. Founder Raynell “Supa Cent” Steward has since built a $50 million cosmetic brand without traditional marketing support.

 

While Steward’s success isn’t rare in the age of social media, it’s not the norm, especially for Black-owned brands.

 

Growing up in Inglewood, Calif., I would take walks with my mother and sister to our local beauty supply store to purchase anything from shampoo to hair oil to rainbow-colored beads for our braids. We’d then stop by the local ice cream shop and pick out our favorite flavors for the walk home.

 

These businesses served our community but weren’t a reflection of the community. These store owners invested our money into their neighborhoods, miles and miles away.

 

If I were to take that same walk today, I’d now find a Black-owned beauty supply store, ice cream shop, and a host of other Black-owned small businesses. While these businesses are creating new jobs and opportunities for the community, there is work to be done to ensure they receive the support needed to be successful in the face of gentrification, elimination of institutional diversity initiatives and other economic pressures.

 

Here’s how ad agencies can help.

 

Build with the business

 

As marketers, we develop strategies that help companies amplify messages, increase market share and drive sales. Our work creates connections and longevity for the world’s biggest brands.

 

These skills are invaluable, and it’s one of the many reasons why Deutsch LA created Blackness in Full Bloom, its free brand-building program for Black business owners.

 

Since 2020, Deutsch LA has provided local entrepreneurs with the tools and resources necessary to grow their brands. At a time when DEI commitments are under siege, Deutsch LA has reinforced its commitment by entering into its first partnership with Pharrell Williams’ Black Ambition, a nonprofit committed to closing the opportunity and wealth gaps through entrepreneurship.

 

The partnership expanded Blackness in Full Bloom’s reach beyond Los Angeles and has provided Black Ambition’s founders with free training and resources. To date, Blackness in Full Bloom has helped over 30 Black-owned businesses continue to build their brands.

 

According to a recent Brookings study, creating and supporting more Black-owned businesses is one step to reducing the racial wealth gap in the U.S. Black-owned businesses drive the highest percentage increases in employees, revenue and payroll, but only make up 2.7% of employers. The more Black-owned businesses there are, the better it is for everyone.

 

Northwestern University’s Kellogg School of Management’s Gather Against the Gap report found that “the racial wealth gap for Black Americans remains significant, with a direct impact on social and economic growth in the United States.” The median wealth for Black households is roughly $20,000 compared to about $180,000 for white households.

 

So while the number of Black-owned businesses grew between 2017 and 2021, the overall share remained disproportionately low relative to their share of the U.S. population.

 

The role of ad agencies

 

In addition to internal programs like Blackness in Full Bloom, advertising agencies can also provide support by:

 

1. Evaluating supplier diversity: Create opportunities to support Black-owned businesses within procurement processes. Whether it’s as basic as coffee for the office or multi-pronged like allocating ad dollars with media companies, the intent shows a commitment to financial parity and equity. And the investment goes beyond promotion. This approach helps grow brands in a language that speaks to us all: dollars.

 

2. Leveraging relationships: We all know someone who knows someone. It’s time we use our professional and personal resources to connect founders to key decision-makers who can help these businesses grow and thrive.

 

3. Utilizing in-house resources: The most talented marketing professionals are housed within our agencies. It’s time we task small teams with implementing those brilliant yet shelved creative ideas in service of these businesses.

 

4. Spreading the word: Use your agency’s social channels to spotlight some of your favorite businesses, help raise their visibility and provide free marketing, particularly since many have low or no marketing budgets.

 

Best-in-class

 

Despite the undoing of diversity initiatives in corporate settings and beyond, Google’s annual Black-owned Friday campaign is one example of how marketers leverage craft to support Black brands through culturally relevant content, marketing toolkits for businesses and technology (via shoppable content).

 

Walmart’s Black & Unlimited marketing platform is another great example that supports founders and introduces innovative products to store shelves, a significant feat for any business. The initiative plays a role in sharing the inspirational stories of entrepreneurs and the creativity of Black creators.

 

In 2020, Groupon searches for “Black-owned” increased nearly 400%, according to a survey by Groupon and the National Black Chamber of Commerce. When the excitement faded just a few months later, so did searches and revenue.

 

The shift we’re witnessing around diversity efforts is also happening with Black-owned businesses. By educating ourselves, leveraging our innate knowledge and resources and encouraging decision-makers to assist in eliminating systemic inequities, we help contribute to a more just society with no racial wealth gap.