Pusshing Black History 365

Black history month enables us to celebrate a myriad of empowering stories, highlight achievements within the black community, and acknowledge leaders for their impeccable work. In February, we launched our #BlackHistory365 campaign in hopes to help brands be more intentional about their participation in Black History Month. For a race that has been exploited and unappreciated, it is very important to ensure that marketing initiatives during this time motivate, celebrate and propel black excellence.

The Black History 365 campaign laid out foundational tidbits such as performative activism, the highlight of remarkable black history campaigns, and black history marketing trends to adopt this 2023. All of these work together to help serve the black community and celebrate black culture 365/365.

Let's take a deeper dive!

Performative Activism

This is defined as an activity that is done to increase one's social capital rather than because of one's devotion to a cause.

In the wake of BHM, major brands on almost every spectrum take to social media to express their allegiance and support of the black community in some way, shape, or form. While many are genuine in their efforts, a large amount is disingenuous about their stance on this and merely takes part for the financial incentives. With that in mind, there are a variety of factors that could be considered to help separate the real from the fake. Before you commit and form any ties with a brand based on its attempts at being WOKE. Ensure their marketed patterns match their actions not only during days of recognition but consistently throughout the year.

Remarkable Black History Campaigns

Target's Black Beyond Measure

Target's Black History Month campaign, 'Black Beyond Measure' is a sure example of pristine black history marketing. The campaign was designed to amplify success stories and celebrate blackness, an uplifting sentiment to empower future generations. During this time, Target acts on their intention of creating more visibility for the black-owned brands that they carry, by placing them at the forefront of their stores.

Needless to say, this campaign is giving #BlackExcellence and so much more. Without a doubt an authentic nudge that makes you want to buy black all year round.

Effective Black History Marketing Trends

The companies that truly earn the support and respect of the #BlackCommunity are those that do more than apply a banner on their social pages. By incorporating brand appropriation, invigorating a change, and highlighting achievements. Your Black history-focused campaign will be more relatable and authentic.

Brand Appropriation

As with Target, how can you appropriate aspects of your brand to align authentically with black history month initiatives? Perhaps you can partner with an influencer who aligns with your industry, feature campaigns that share perspectives from black voices or simply share stories about the part that your company is playing in black history month.

Invigorate A Change

This calls for an empathetic approach which will require you to assess your industry and the challenges that those in the black community may face. Once this is clear, think of solutions that you can implement during this time to help resolve this challenge. Whether it's sharing knowledge, sharing your resources or partnering with other external organizations to pool assets that all in all help to invigorate a change.

Highlight Black Achievements

Use this opportunity to not only participate in black history month externally but to form a closer bond with potential clients or customers. But also take this time to form a closer bond by highlighting employees from the black community within your organization. Show your appreciation, applaud their achievements, and honor their involvement.

There's much to learn overall during black history month. Always an achievement to share, efforts to honor, and growth to celebrate. While black history month marketing incorporates many relevant tools that can be incorporated into many other marketing initiatives. We encourage you to lead your black history marketing efforts with honor, respect, and appreciation.