Black History Month is an excellent opportunity for brands to celebrate and honor the contributions of Black Americans to our society and culture. However, it is important that companies do so in authentic and respectful ways that demonstrate a true commitment to improving diversity, racial equity and inclusion while also building trust and credibility with consumers.
Below, 11 members of Forbes Agency Council share approaches companies can take to authentically highlight and celebrate Black History Month in their advertising and marketing campaigns in a way that customers and prospects will appreciate.
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1. Partner With Black Influencers
One of the best ways that Black History Month can be celebrated is by bringing in Black influencers who are able to interact with the audience. That means sharing the way that the product or service is being used as well as how it can be used. - Jon James, Ignited Results
2. Feature Black Voices And Perspectives In Campaigns
Advertisers can authentically celebrate Black History Month by highlighting the contributions and accomplishments of Black individuals and communities throughout history. They can also feature Black voices and perspectives in their advertising campaigns and use the month as an opportunity to educate their audience about Black history and culture. - Candice Georgiadis, Digital Day
3. Collaborate With Black-Owned Businesses
One way advertisers can authentically celebrate Black History Month is by highlighting Black voices, stories and achievements, as well as by partnering with Black-owned businesses and organizations. It’s important to approach Black History Month with sensitivity and a willingness to educate oneself, rather than just paying lip service, for it to be a truly meaningful and appreciated celebration. - Kenny Tripura, Edkent Media
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4. Acknowledge Your Company’s Part In Black History
Black History Month is a time to acknowledge what part your company has played in Black stories over time. Be transparent and commit to doing better. Find ways to amplify contributions from people of color, and if there hasn’t been much of that in your company’s history, figure out why and immediately start making space for it. - Marc Hardgrove, The HOTH
5. Highlight Stories Of Black Entrepreneurs And Innovators
Feature Black creators and influencers in your campaigns, and highlight the stories, products and innovations of Black entrepreneurs and innovators. You can also donate to causes that support the Black community, create content that educates audiences about Black history and culture, and amplify the voices of Black activists and leaders. - Drew Urquhart, Banch Marketing
6. Educate Yourself On Black History And Culture
Advertisers can authentically celebrate Black History Month by educating themselves on Black history and culture, accurately representing Black people in advertisements, partnering with Black-owned businesses, highlighting Black achievements, telling authentic stories, donating to Black causes and engaging with the Black community for feedback and input. - Giovanbattista Cimmino, SocialAsk
7. Curate Powerful Black Stories To Share With Your Network
Plan early and make it a collaborative endeavor. A new tradition of ours is to curate “playlists” of powerful stories discovered by different members of the team and our network. The content can take the shape of books, music, essays, documentaries and other works by Black storytellers and educators. Keep this trend going, and encourage your audience to participate by sharing their own playlists. - Samantha Reynolds, ECHO Storytelling Agency
8. Don’t Try To Force A Message Or Perspective
Collaborate with Black entrepreneurs, artists and creators within your industry. Doing so can help your brand understand the landscape and the insight that this month tries to teach us. Plus, you’ll be supporting the Black collaborators you’re working with. Be organic with your approach and don’t try to force a message or perspective. If you do, your good intentions may backfire. - Bernard May, National Positions
9. Amplify Diverse Voices Rather Than Pushing Your Brand
It’s essential to amplify diverse voices rather than using Black History Month as an opportunity to push your brand. As a company rooted in cannabis reform advocacy, this has always been important to me. You can’t talk about cannabis in this country without acknowledging the racial disparities in how it’s policed to this day, so it’s important that we’re open about this facet of the industry. - Evan Nison, NisonCo
10. Focus On Creating Black History Now
Highlighting current Black creators and business owners is an authentic way that advertisers can celebrate Black History Month. This way, the acknowledgment isn’t only of the past, but it also focuses on the future. - Scott Keever, Scott Keever SEO
11. Highlight The Action Behind Your Words
Don’t treat it as an opportunity to extract value from your customers; treat it as an opportunity to add value to a conversation. Be authentic, honest and open. Highlight ways that your agency or brand have put action behind your words, demonstrating that while the month is important, you are committed to living what you preach. - Justin Buckley, ATTN Agency
