Source: Digital Media Solutions
This year, Black History Month is hitting a little differently for a lot of people, and brands are responding accordingly. After a year of COVID-19, in which Black and Brown people were disproportionately impacted, and the racial justice uprisings in the summer of 2020, the expectation from consumers is that brands and retailers will take Black History Month more seriously. In lieu of one-off campaigns that can be perceived as performative, brands this year are aiming to create lasting impact by embracing partnerships and collaborations with Black creators, Black storytellers and nonprofits that amplify Black voices.
“As brands make plans to celebrate diverse communities through Black History Month and others, it’s important that they approach their campaigns with authenticity, empathy and cultural intelligence,” said Cassandra Blackburn, director of diversity, equity and inclusion at Sprout Social. “Center your campaign on advancing the mission and purpose of the celebration by seizing the opportunity to honor the accomplishments of Black Americans.”
1. Fireclay Tile X Architects Foundation
Architects Foundation, a philanthropic organization which undertakes “philanthropic efforts that lay the foundation of architecture’s future, by attracting, inspiring and investing in new and diverse generations of architects who will create inclusive spaces and places of tomorrow” partnered with decor brand Fireclay Tile to promote more Black women in architecture. According to an Instagram post from Fireclay Tile, only “0.4% of all licensed architects in the U.S.” are Black women. Fireclay Tile teamed up with Architects Foundation to create a “Diversity Advancement Scholarship” that will be used specifically for Black women pursuing architecture.