Buying Black: The Difference Between Black-Owned vs. Black Themed
From music to movies to fashion and everything in between, Black culture has influenced the products created and consumed around the world. This cultural impact is remarkable given Black Americans make up a fraction of the U.S. population (41.1 million in 2020). Though Black Americans make up just over 12.4% of the nation’s population, we account for fewer than 2% of U.S. businesses and only 0.3% of total sales.
“Buying Black” is a popular tenet I will explore throughout this article, which calls for people to put their money into Black-owned businesses so that the money can be used to further the Black community. You will notice my intentional use of not calling it a trend as it is a principle that has been prominent since proponents of Black nationalism vocalized the need for economic activism to elevate underrepresented communities in the 1960s and early ‘70s.
The Surge in Support for Black-Business
As a result of the rise of entrepreneurship and social uprisings during the peak of the pandemic, plus a shift in administration, Black-owned businesses have seen the largest surge in 25 years.
Black entrepreneurship has been booming the past two years! According to the U.S. Census data, approximately 380 out of every 100,000 Black American adults became new entrepreneurs during the ongoing COVID-19 pandemic. This surge came about as more and more people faced uncertainty about maintaining jobs and careers. This sentiment led many Black entrepreneurs to have a “why not” attitude approach to start-ups and other independent career plans.
In the wake of protests dedicated to George Floyd, Breonna Taylor, Ahmaud Arbery, and more…, major banks and corporations pledged money to help Black-owned businesses as part of their effort to address race and economic inequities. Google searches for “Black-owned businesses” reached an all time high as people sought out ways to economically shop small local Black-owned businesses, as opposed to large retail corporations.
The Biden administration also put social and racial equity at the forefront of its pandemic relief and other economic policies.
The Seasonality of National Support
In this climate of American citizens patronizing Black entrepreneurs as a form of social justice support, a common concern are people who only support during certain time periods, such as Black History Month, Dr. Martin Luther King Day, or during the latest wave of highly covered injustice.
The goal with consistent cognizance of “Buying Black” is to transition from the seasonality of national support to a movement to where people are constantly supporting to bridge the gap.
The Problem with Black-Themed Commerce
Celebrating Black excellence in Corporate America is a delicate balance that when not handled appropriately can lead to “Black themed” products, services, and companies. There are countless popular brands who have launched collections inspired by Black bodies of work across space and time while representation within their corporation is marginal or non-existent.
Cultural appropriation has become a commonplace where many are comfortable celebrating an honorable nod as long as the gesture is done respectfully and tastefully. Despite this gray area creating a thin veil between outrage and acceptability, Black themed commerce capitalizes on Black culture without being driven by and benefiting Black creators.
5 Ways to Support Black-Owned Businesses
1. Start With Visibility
The best way to support Black-owned businesses is to be proactive in amplifying their brand to increase visibility. Whether sharing social media posts, having the Founder on a podcast or blog, or simply sending a text to a friend you are providing an opportunity for my eyes to be on the brand.
2. Be Intentional
Entrepreneurs have been longtime economic drivers and wealth builders in our society. Supporting Black-owned businesses throughout the year can help stabilize a community and create more opportunities for meaningful savings, property ownership, credit building, investments, and generational wealth as a whole. Therefore, it is imperative to be intentional about providing support beyond holidays, tipping points, and throughout the year.
3. Share With Your Network
According to the 2020 Annual Business Survey, there were an estimated 134,567 Black- or African American-owned businesses with $133.7 billion in annual receipts, 1.3 million employees, and about $40.5 billion in annual payroll. There are a breadth of black-owned small businesses that fulfill a variety of consumer needs, from bookstores to apothecary shops.
Nonetheless, there's an even greater action that you can take if your wallet won't allow the expense: share the business with your network. Great marketing campaigns are vital yet costly, and a large factor in start-up success so share your favorite business with friends. The more people who are aware of the opportunity to buy from a Black-owned business, the better. As an entrepreneur myself, I cannot tell you how many referrals have been made to my businesses simply by word of mouth because of a friend keeping my brand at the forefront of their mind.
4. Write & Share a Review
Support can come in the form of subscribing to a company’s email list, making a purchase, and submitting a positive review. Support the ranking of your favorite Black-owned business by leaving an online review on sites like Google, Yelp, plus rating the applicable product or service directly on their website. Amplify their visibility by sharing your review on social outlets.
By expressing your support through a review, your favorite can rise in localized searches for services and products. Be an advocate.
5. Share a Seat at The Table
Invite Black-owned business owners to your networking events, forums, and group meetings. This simple gesture is a great way to help share resources with new business owners to help them establish their footing in broader business social circles and expand their customer reach. Sharing these resources can help introduce a fresh perspective into your network too. It is always good for other communities to see that they share the same hurdles or successes with other community leaders and business owners.
Key Takeaway 🔑
There are countless ways to support Black-owned businesses intentionally and actionably. If you’re a small business owner, check out this article on ways you can incorporate natural and meaningful DEI practices into your business systems and processes!
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