February is a designated month of celebration, recognition, and contemplation of and for the Black community. It should not be the only time we consider Black communities. That should be an ongoing, year-round effort. But as brands and businesses, it is a time for focused concentration, amplified voices, and intention work on inclusivity, equity, and growth.
As we addressed with MLK Day, a designated event for Black people isn’t a time for white people or any non-Black individuals to tout their own interpretation of Black stories, needs, and concerns. It should be a time for listening, a time for acknowledging, and a time for learning.
During Black History Month brands seeking to actually have an impact need to move away from social media posting just to showcase their own perceived tolerance, and move into the arena of creating space, stepping aside, and genuine support.
Open Up Your Platform
Instead of interpreting what the Black community needs through your own lens, open up your platform to inspiring Black figures in your industry who can actually speak to your audience on the subject.
Whether this means sharing powerful content from Black creators or actually handing over your platform for a takeover by a friend, don’t be afraid to silence yourself a little when it comes to Black History Month. That doesn’t mean be silent. That means, accept the fact that if you’re not Black, your voice won’t be the most informed one.
Social media has made us all feel like we have to say something about everything. We don’t. And sometimes we shouldn’t.
Hand over the mic to someone who can offer actionable strategy informed history and experiential anecdotes rather than guessing at what you think you should say. Invite your audience to share their stories. Highlight mentors who have helped you grow. Suggest courses that will help your audience be a more open and accepting community.
Support Black-Owned Business
If you aren’t making an effort to support Black businesses in your niche, you’re missing one of the best opportunities to make an impact. Make a lifelong commitment to purchase, promote and review products and services offered by Black entrepreneurs in the industry. In particular, take the theme of Black History Month as an opportunity to dive in headfirst and make an effort to identify Black-owned businesses your following could benefit from hearing about. We spend all day every day talking about products we love, classes we took, and people who rock. Are you being intentional though about making sure you’re not just drawn to people who look like you?
Make Welcoming Spaces
Assess your own domain honestly. Is the stock photography on your site inclusive, or does it skew white? Are your events filled with speakers of all backgrounds, races, and perspectives, or have you created an echo chamber? Are you following a wide breadth of voices or do you have a tendency towards confirmation bias and only allowing in the information you already agree with?
Challenge yourself to look into your content, your aesthetics, and your tone to see if you’re creating a space that is welcome to the BIPOC community, LGBTQ, and people of different cultural and religious backgrounds.
Is there intolerance taking place in your space? Facebook groups, Instagram comments, and Twitter conversations can get ugly. Really ugly. If someone were to flip through your community’s commentary, what is the vibe they are getting? Are all voices respected and heard? Or are your followers allowed to run amuck?
You don’t have to censor your community in order to insist on respect. But you also can’t take a passive approach to hateful commentary without in some way endorsing it. Get involved to ensure your brand’s message/stance is clear and don’t allow your platforms to become yet another battleground for aimless back and forth.
Hard conversations can be had without getting nasty, but it takes a brave, assured mediator to keep it clean.
Get Uncomfortable
Just like with growing a business, there isn’t going to be progress without discomfort. If you are always towing a middle line to avoid offending anyone, then you’re probably not standing for anything. Admit where you don’t know what to do or say, approach someone for collaboration on an edgy project, have a conversation that challenges your beliefs and ask your audiences to do the same.
Nothing is going to change if we all just keep making meaningless gestures during times that demand action. So come up with a plan to do more. To say more. To say less! To offer up your space. To open up your space. Your brand has power. Make sure you’re wielding it wisely this month and every month to create a world that brings people together.