Guidelines for Actions Sought by Black Workforce during Black History Month
As February approaches, brands are being encouraged to reconsider their approach to engaging with the Black community, moving away from performative, time-limited efforts during Black History Month and towards a continuous, authentic commitment to diversity, equity, and inclusion (DEI).
The new narrative emphasises the importance of meaningful partnerships, supporting Black-owned businesses, amplifying Black voices, and embedding DEI principles in corporate culture and strategy year-round.
Empowering Black Employee Resource Groups (ERGs)
One key approach to achieving this is to empower Black ERGs to lead programming, allowing them to organise authentic events that reflect the community’s voices and concerns, such as storytelling sessions, panels, and wellness initiatives, throughout the year, not just during Black History Month.
Shifting from Performative to Substantive DEI Efforts
Brands are also being urged to shift from temporary displays or marketing campaigns limited to Black History Month, and instead embed diversity and inclusion initiatives into their everyday practices, from recruitment to leadership representation and community engagement.
Building Genuine Partnerships
Building genuine partnerships with Black businesses and communities is another crucial aspect. This involves investing in local Black entrepreneurs through sourcing and mentoring programs, and participating in community development projects that have lasting impact beyond symbolic gestures.
Consistent and Transparent Communication
Consistent and transparent communication is also essential. Brands should use tools like pulse surveys to actively listen to Black employees and consumers, showing responsiveness to their needs and feedback throughout the year, not just during awareness months.
Long-term Investment in Causes Important to the Black Community
Investing long-term in causes important to the Black community, beyond donations, is another way brands can demonstrate their commitment. This could involve funding educational programs, wellness initiatives, or disaster relief efforts aimed at addressing systemic issues affecting the community.
Recognising and Respecting Black Philanthropy and Leadership
Finally, it's important for brands to recognise and respect Black philanthropy and leadership within the community, rather than treating Black people solely as recipients of charity.
In essence, the essence of this new approach is genuine investment that prioritises ongoing support, empowerment, and collaboration with Black communities and leaders, avoiding one-off, surface-level gestures that risk being viewed as performative or exploitative. This sustained effort fosters trust, drives real social impact, and builds deeper brand loyalty.
Black employees across various industries have shared their experiences of the challenges they face, with a common theme being management failing to get out of the way. The Black Girl Magic space on Fishbowl has been discussing these issues, and their suggestions align with the new narrative for brands: "You Are More Than". The article does not explicitly state what "You Are More Than" specifically entails, but it implies a call for authentic and substantial engagement with the Black community.
- Ira discussed the need for businesses to empower Black Employee Resource Groups (ERGs) to lead programming, fostering authentic events and initiatives year-round, not just during Black History Month.
- ETF finance companies are being encouraged to shift from performative diversity, equity, and inclusion (DEI) efforts limited to Black History Month and instead embark on substantive DEI initiatives throughout their everyday practices.
- In the realm of fashion and beauty, it's essential for brands to build genuine partnerships with Black businesses and communities, investing in local entrepreneurs and participating in community development projects that create lasting impact.
- To foster trust and build deeper brand loyalty, it's crucial for brands to engage in consistent and transparent communication with employees and consumers, actively listening to their needs and feedback throughout the year using tools like pulse surveys.
- Businesses should make long-term investments in causes important to the Black community, beyond donations, such as funding educational programs, wellness initiatives, or disaster relief efforts aimed at addressing systemic issues.
- Social media platforms and entertainment companies should acknowledge and respect Black philanthropy and leadership within the community, recognizing Black people as contributors rather than just recipients of charity, in line with the "You Are More Than" approach emphasized in the Black Girl Magic space on Fishbowl.
