BLACK HISTORY MONTH 2021 - A RESOURCE GUIDE PRODUCED BY AFRICAN AMERICAN EMPLOYEE RESOURCE (AAER) GROUP
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BLACK
HISTORY
MONTH 2021
A RESOURCE GUIDE
PRODUCED BY
AFRICAN AMERICAN EMPLOYEE RESOURCE (AAER) GROUP
CONTENTS
Page 2
Overview
Everything you need to know to
navigate Black History Month 2021
Page 6
Key Missteps
Page 7
Black Community At-A-Glance
Industry data that spotlights the
Black community's impact on society
today
Page 8
Economic Impact of COVID-19
Page 9
Black Voices and The Media
Key insights to understand how
Black culture has evolved American
media
Page 10
Navigating The Black Media
Landscape
Page 11
10 Black Reporters To Know
Meet the media defining the
landscape from beauty to tech to
politics
CONTACT
To learn how BCW and AAER can help you Page 12
connect with Black consumers and A Road Map For The Year Ahead
stakeholders, contact:
DEI: Carol.Watson@bcw-global.com
Media Relations: Sabrina.Browne@bcw- Page 14
global.com How BCW Can Help
Polycultural Consulting: Four pillars to guide your year-round
Kristin.Hooper@bcw-global.com engagement with the Black
Public Affairs: Sam.Myers@bcw-global.com community
Brand Strategy: Thomas.Bunn@bcw-
global.com
- 0 1 -
Overview
Black History Month was officially recognized in 1976 by President Gerald Ford as a
celebration of the achievements of African Americans and their role in U.S. society and
history. But Black History Month in February 2021 may look and feel very different
than it ever has in the past. That's because of the heightened awareness of the ongoing
racial injustices that Black communities experience in America today, accelerated by the
Black Lives Matter movement and anti-racism protests that have taken place worldwide
since George Floyd’s murder.
As a result, we expect more brands and organizations to take part in Black History Month
2021 to develop a deeper understanding of race in America and work to make stronger
connections with the Black community. However, real engagement that helps to
rectify inequity and build trust in your commitment must be purposeful and long-
term, not just within the confines of one heritage month. Such efforts will build
meaningful relationships with your Black stakeholders and their allies.
- 0 2 -
Ensure Black Employees Are Seen, Heard, Valued and Respected
From both external and internal perspectives, explicit discussion of race typically has
been considered taboo within the walls of many companies and organizations, and
more often than not, business leaders have remained silent on the issue. That cloak of
silence from the top frequently enfolds all employees – in particular, young Black professionals
who aspire to advance to senior leadership positions but remain silent about racial inequality
to avoid being labeled as “agitators” in the workplace. When race has been addressed in
corporate environments and organizations, it has typically happened in the form of a non-
substantive, internal-facing brief celebration during cultural heritage months. In each scenario
mentioned above, Black employees are left feeling unseen and unheard. Now is the time to
ensure Black employees are seen, heard, valued and respected.
Demonstrate Meaningful Action and Transparent Communication
During Black History Month 2021, meaningful action and transparent communication,
internally and externally, are critical for Black people to believe corporations are truly
inclusive and diverse — and the annual celebration is more than a “must do” on the corporate
calendar or an external marketing tentpole moment. Black people will want to understand
how the brands they choose and the companies they work for will support the
community for the long-term, beyond black squares of solidarity on Instagram and
using #BlackLivesMatter hashtags externally. While building a diverse and inclusive
workforce is core to most business strategies, demonstrating action to create more equitable
opportunities for Black people will be critical for the weeks and months to come.
Recognize The Impact of COVID-19 in Black Communities
Today, as the coronavirus pandemic (COVID-19) continues to upend small businesses across
the country, data shows that Black entrepreneurs have been hit the hardest, with the
number of working Black business owners falling by more than 40% due to COVID-
19. This decrease, according to many experts, further confirms the fear that the pandemic
may widen the already existing racial wealth gap in America. Combined with the increasing
healthcare disparities impacting the Black community and disproportionate COVID-19 vaccine
rollouts, the Black experience in America has never been more complex and companies must
be mindful during outreach efforts.
- 0 3 -
Align Your Brand 's Solidarity with The Real Issues
As corporations and brands recognize Black History Month 2021, it is imperative that they
address the heavy issues affecting Black Americans today while celebrating
achievements from the community’s past. While Black people see messages of brand
solidarity as important, they are more receptive to brands that operate with authentic
intention and measurable action to impact the wider Black community. Brands that do this
right understand that solidarity is not a trend but a 365-day commitment to their
Black consumers and stakeholders. Brands that do this wrong have been publicly criticized
and denounced on social media for not recognizing key audience sensibilities of the Black
consumer, nor taking actions that resonate with the Black community-at-large.
Commit to Real Investment and Measurable Change
Brands that are successful will be the ones that commit to a long-term strategy
verses a short-term gain for establishing stakeholder trust, brand loyalty and
employee engagement from Black communities. Especially today, when governments
falter and fail those communities most affected by the COVID-19 pandemic, global brands and
corporations have a real role to play in the consumer’s eyes and overall experience. This
requires your organization to go beyond Black History Month, to support the movement that
has begun to open spaces and accelerate opportunities for Black people.
To level the American playing field that has been uneven for 400 years and finally
create an equitable future where Black communities can thrive and be afforded the
same opportunities as others.
- 0 4 -
Key Missteps
As Black History Month recognition takes place across your organization,
it’s critical to approach internal and external communications from the
lens of the Black stakeholder. Beyond using the right language and
culturally relevant hashtags, it’s important to be aware of the following
potential missteps that can happen as part of Black History Month
efforts. Recognizing these early on will help prevent your organization
from appearing culturally insensitive and ensure your DEI commitments
feel authentic to Black people and all stakeholders.
UNDERSTAND THAT SOLIDARITY IS NOT A TREND.
Companies must be committed to internal and external efforts that will
resonate with the Black community and take actions that can be
measured so your stakeholders can track your progress along the way.
ACCEPT ACCOUNTABILITY FOR THE GOOD AND THE BAD.
Consumer skepticism is at all-time high today, especially for
organizations that have released statements of solidarity and used
hashtag #BlackLivesMatter in their communications content. Black
consumers are thoroughly vetting each company and brand, ensuring
that they uphold the bold commitments made at the time of George
Floyd’s murder.
THINK BEYOND SHORT-TERM WINS WITH BLACK STAKEHOLDERS.
While immediate action is required, both mid- and long-term ”beyond
Black History Month” strategies should be established now as further
incidents of racial injustice are likely, and stakeholders will be holding
companies accountable throughout 2021.
RECOGNIZE YOUR ORGANIZATIONAL SHORTCOMINGS.
An audit of existing internal commitments from a D,E&I perspective
and external programs from a DEI perspective is essential to guide
what additional action needs to be taken to support the Black
community. Failure to perform a rigorous assessment can leave your
organization open to exposure on social media platforms, with
current (and former) employees raising awareness of your conflicting
internal practices and procedures.
INCLUDE BLACK VOICES AT THE TABLE, ALWAYS.
Make sure you have Black employees and stakeholders on your
team(s) when crafting your Black History Month strategy, message
and communications programming. If there is a lack of diversity at
your organization, you can convene external experts such as BCW’s
Polycultural Consulting Unit for audience immersions, message
testing and other core services.
- 0 5 -
The Black Community
At-A-Glance
Black buying power is growing - becoming an ever-larger slice of the U.S. economy,
especially spending on consumer goods including household goods, apparel and technology. Black
spending surpassed $1 trillion in 2016 and is expected to reach $1.5 trillion later this year,
according to the latest UGA Research. That makes Black Americans the largest racial
minority consumer market.
In addition, many Black Americans argue that some of the nation's biggest companies wouldn't be
successful if it weren’t for the Black dollar. Adidas acknowledged that point, tweeting its success
"would be nothing without Black athletes, Black artists, Black employees and Black consumers."
Today, Black consumers are starting to pay more attention to which brands make efforts to speak
to their needs in authentic ways that advance the larger community. In a time when brands are
expected to connect with people and participate in culturally relevant conversations, Black
consumers expect brands to take a stance on social issues and engage them in a way that’s
authentic and intentional. Beyond Black History Month capsule collections and product launches,
brands must take time to understand the data defining the Black community and use this
information to cultivate year-round relationships.
Read on below to learn more about this fast-evolving consumer base and the key data
from Nielsen Global to engage them throughout 2021.
In 2019, Black In 2020, 48% of Blacks are now 58% more
buying power stood Black households likely to expect the
at $1.4 trillion, a shopped online, 11% brands they buy to take a
48% increase since more than the social stance and 37%
2010. average household. more likely to buy a
brand when they do.
About In a typical week, Radio too has
one in six Black almost half (49%) of remained a trusted
workers are Black podcast channel for news and
front-line- listeners spend information for
industry workers. about 1 to 4 hours Blacks, reaching 98%
listening to podcasts. of them every month.
- 0 6 -
Economic Impact of COVID-19
During Black History Month 2021, corporations or brands supporting Black small
business must go beyond merely posting their support. Black small businesses need
more than exposure, they need long-term investment to survive the pandemic. Since COVID-
19 sparked state-mandated lockdowns, industry data suggests that Black small businesses
have been disproportionately affected by the pandemic – facing higher rates of closures and
sharper declines in cash balances as compared to non-minority-owned small businesses.
Black small business owners are 90.7% more likely than White small business owners to
have a direct relationship (family, staff or themselves) with someone who has tested positive
for COVID-19 and are 80% more likely to report that remote work has significantly
impacted business. Additionally, Black small businesses were more likely to seek – but less
likely to receive – government funding. When it came to the Paycheck Protection Program,
53.4% of Black-owned businesses applied and only 20.3% received the full amount.
- 0 7 -
Black Voices and
The Media
Like many other industries, the U.S. media at-large has been subject to structural racism with
Black editors, broadcasters and newsroom journalists often exclusively assigned to beats,
sections or topics focused on Black communities and minorities. That can mean those
journalists, exclusively cover the trauma and injustice of racism.
As we enter 2021, it would be remiss not to call out the fact that the past year was
more than just a collection of big stories to Black journalists – it was personal. They
experienced the psychological toll and trauma of covering multiple racial injustice issues and
murders. They faced significant stress and anxiety while trying to perform their jobs while
dealing with the fear of being furloughed due to the contractions in the job market or being
racially profiled by police as many took to the streets to protest against inequality.
The events of recent months have resulted in a reckoning in the media, accelerating the
dismantling of these racial structures. Non-inclusive leaders have been replaced at major
publishing houses as more inclusive initiatives have been launched. Publishers and
broadcasters have elevated Black journalists and writers, giving them a national voice beyond
the beats they had been confined to for so long.
Black media are not interested in going "back to normal" and are actively fighting to create a
new normal with an accountability-driven media landscape.
- 0 8 -
Navigating The Black
Media Landscape
To navigate this shifting landscape, we must be ready
to reflect on the past before setting the new
trajectory ahead. Companies and their leaders must
make a conscious effort to identify pain points in their
business model and create a responsible purpose-driven
change before sharing their path forward with media.
Communications professionals working on behalf of
companies or brands to reach Black communities in
meaningful and authentic ways must go beyond just
thinking about representation within their own teams
but address their own biases about Black media and the
stories they write.
5 Tips to Navigate The Black Media Landscape:
Provide media with data, metrics and testimonies
showcasing inclusive and community-focused
content that supports the Black community.
Use polycultural media storytelling or a
polycultural paid media partnership to accelerate
D&I storytelling.
A polycultural approach goes beyond general
market, multicultural or cross-cultural planning to
consider an audience’s multidimensional and
sometimes fluid markers of identity, highly
differentiated life experiences and specific views
on racial and societal issues.
Amplify Black voices within your clients’ organizations, use appropriate language and
imagery when engaging with Black media.
Understand that Black consumers are more likely to base their purchase decisions on a
brand’s values or commitment to diversity and social justice (22%) than the general
public (18%).
Black media consumption is complex and multi-layered, so avoid only focusing on media
and beats traditionally associated with Black audiences; consider the many other
sources that influence them from hyper-local media and influencers, associations and
organizations that move them.
- 0 9 -10 Black Reporters To Know
Donovan X. Ramsey Ida Harris D.L. Chandler
Reporter Culture Reporter Senior Editor
The Los Angeles Blavity Hip Hop Wire
Times
Abby Phillip Arianna Davis Astead W. Herndon
Anchor Digital Director Political Reporter
CNN O, The Oprah The New York Times
Magazine
Kara Jillian Brown KC Ifeanyi Keyaira Boone
Health News Writer Reporter Lifestyle Reporter
Well + Good Fast Company Essence Magazine
Yomi Adegoke
Pop Culture Reporter
The Guardian
- 1 0 -A Roadmap For The
Year Ahead
It is important to understand that the right approach to Black History Month is to
celebrate the many contributions of and diverse cultures within the Black community as
well as its extensive history and everything that makes it unique. Yet, it is far more
critical to ensure your organization has a long-term strategy to reach, engage and
connect with Black consumers and stakeholders throughout the year. Championing the
Black community doesn’t stop when Black History Month is over, and the below
moments in time will serve as a road map for you to drive engagement in the year ahead.
George Floyd Trial Begins
01
(March 8, 2021)
Nearly a year after his murder, George Floyd’s trial
is set to begin in early March, as the nation (and
the world) eagerly await the fate of the Minnesota
police officers charged in his death. Black Lives
Matter protests and cultural tensions across
communities are expected. Given the global
renunciation of Floyd’s murder, Black Americans
are hopeful to see justice done.
CDC Face Mask Guideline Anniversary
02
(April 3, 2021)
One year after the CDC’s face mask guidelines
and the Black community is still beset with
numerous healthcare disparities and a
disproportionate vaccine rollout. As
organizations prepare for return to work (RTW).
implementing internal and external guidelines on
how vaccines may or may not be prioritized for
employees, particularly those at-risk, will be a
frontline concern for Black workers.
President Biden’s 100 Days
03
(April 30, 2021)
President Joe Biden and Vice President Kamala
Harris’ administration is the most diverse and
inclusive to ever reside in the White House.
While Biden and Harris made bold commitments
around D&I, the Black community (and other
minority groups) are eagerly watching to see
how these new commitments could accelerate
equality in America.
- 1 1 -Juneteenth
04
(June 19, 2021)
Juneteenth was born from one of our country’s
darkest hours, but today it is celebrated with
family, friends and freedom. For Black
communities in America, justice has often been
delayed as we are seeing with George Floyd,
Breonna Taylor and the many more before them.
Juneteenth is opportunity to recognize where we
were as a country and where we are today in the
Black community. When done right, Juneteenth
serves as an opportunity to drive educational
dialogue with employees and leaders across the
organization.
Black Women's Equal Pay Day
05
(August 3, 2021)
Last year, Black women had to work an
additional seven and a half months just to make
as much as their White counterparts did in 2019,
per Equal Pay Today Campaign. In 2021, more
conversations around pay equity, salary
negotiation and career development should be
anticipated from Black female employees. With
Kamala Harris serving as the first Black and first
female Vice President, you can expect to see a
trickle-down effect of Black women striving to
break barriers across all sectors.
Kwanzaa
06
(Dec. 26, 2021 - Jan. 1, 2022)
Kwanzaa is the annual seven-night celebration of
African American and Pan-African culture. First
celebrated in 1966, the holiday has grown to be
celebrated by millions across the world,
strengthening roots to both African heritage and
the African community as a whole. Kwanzaa is a
key cultural celebration for those in the Black
community and recognition of this holiday within
your workplace could help foster greater cultural
competency among your employees.
- 1 2 -PER F E C T I N G T H E I D E A L
How BCW Can Help
Black History Month may be a month-long celebration, but brands and companies need
to commit to their programs and engage with the Black community permanently.
Communication with meaning, originating from purposeful action, is fundamental to showing
support, and those who do this right will be able to develop genuine and long-lasting
relationships.
BCW recommends a year-round approach based on four pillars:
Recognize America is Now Majority Minority. Demographics show that we are shifting to an
entirely new America, an entirely new General Market, one that isn't accounted for in current
approaches to multicultural marketing and one that is inherently culturally diverse and now
considered Polycultural. To navigate this landscape, companies must make a renewed,
continuous effort to understand culture and how it impacts everything from your frontline
employees to your board of directors in the C-suite.
Conduct 3-6-5 Engagement with the Black Community. Showing a commitment to the
community should start with a stronger stance around how your organization’s business
strategy is directly tied to diversity and inclusion. The most impactful campaigns are those
rooted in long-term allyship. If your commitments are meaningful and real, it will be easy to
show your accomplishments.
Amplify Intersectional Black Voices. Diverse voices are integral to any engagement. By
championing those who live at the intersections of overlapping systems of privilege and
oppression, companies and brands can ensure they are advocating for Black voices that are
often disproportionally impacted by societal inequalities. Go beyond Black History Month and
tell Black stories throughout the year from intersectional LGBQT+ stories during Pride Month
to Afro-Latina stories in Hispanic Heritage Month.
Build Third-Party Credibility Through Strategic Partnerships. Companies making the step
to engage the Black community long-term should consider partnering with groups driving
change, such as Color of Change, Equal Justice Initiative and the National Urban League.
- 1 3 -BLACK
HISTORY
MONTH 2021
A RESOURCE GUIDE
PRODUCED BY
AFRICAN AMERICAN EMPLOYEE RESOURCE (AAER) GROUPYou can also read
