How Brands Can Authentically Celebrate Black History Month
Introduction
Did you know that Black History Month started as “Negro History Week?”
Carter G. Woodson, the “father of Black history,” set out in 1926 to designate a time to promote and educate people about Black history and culture. Fifty years after the first celebrations, President Gerald R. Ford officially recognized Black History Month and called upon Americans to "seize the opportunity to honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.
Black History Month is more than a hashtag, a themed email blast, or a temporary logo change. It’s an opportunity for brands to engage meaningfully with Black culture, history, and communities in a way that goes beyond surface-level recognition.
Consumers—especially Gen Z and Millennials—are highly aware of performative marketing, and they’re holding brands accountable and rewarding those who authentically celebrate diversity. So, if you want to celebrate Black History Month the right way (and avoid getting dragged for inauthenticity), let’s dive into how your brand can show up authentically.
Why Brands Need to Be Intentional About Black History Month
The Rise of Conscious Consumerism
People are paying attention to how brands engage with social issues. Studies show that 75% of consumers say inclusion and diversity influence their purchase decisions. - consumers want real action and long-term commitment.
Performative vs. Authentic Marketing
Consumers can see through empty gestures, and they’re looking for brands that walk the talk—not just during February but all year long and are supporting brands like Costco, Apple, and JP Morgan Chase, who have remained steadfast in their commitment to DEI even in the face of political attacks.
Key Principles for Authentic Black History Month Marketing
1. Move Beyond Symbolic Gestures
While changing your logo to red, black, and green might look festive, it’s not enough. Ask yourself: How is my brand taking meaningful action?
Instead of performative gestures, consider:
Launching initiatives that support Black communities.
Highlighting Black leaders within your industry.
Creating scholarships for Black students in your field.
2. Amplify Black Voices & Creators
Celebrating Black History Month means uplifting Black voices—not just using them for marketing. Here’s how:
Feature Black content creators on your social media platforms.
Collaborate with Black influencers who align with your brand’s mission and pay them on par with your non-Black influencers.
Showcase Black employees and leaders within your company and let them share their experiences and insights.
3. Invest in Black-Owned Businesses & Nonprofits
Want to put your money where your mouth is? Tangibly support Black-owned businesses and nonprofits:
Source from Black-owned vendors for office supplies, catering, or services.
Donate a percentage of February sales to a Black-led nonprofit.
Create mentorship programs that support Black entrepreneurs.
4. Educate, Don’t Exploit
Consumers respect brands that take the time to educate their audience. Instead of pushing a marketing-heavy Black History Month campaign and making it all about your brand, use your platform to:
Share meaningful Black history facts (beyond MLK quotes!).
Highlight lesser-known Black pioneers in your industry.
Provide educational resources for your audience to learn more.
Best Practices for Corporate Engagement During Black History Month
1. Inclusive Storytelling & Marketing
Your marketing should reflect real, diverse experiences. Some brands have done this well by:
Creating short video documentaries featuring Black entrepreneurs.
Launching campaigns that share authentic stories from Black customers or employees.
Updating marketing materials to ensure representation year-round.
2. Employee Engagement & Internal Initiatives
A strong internal culture of diversity makes external efforts more meaningful. Here’s how to involve your team:
Host Black History Month speaker series with Black industry leaders.
Support Black-owned restaurants for team lunches.
3. Year-Round Commitment to DEI
Black History Month isn’t the finish line—it’s part of a larger journey. Sustainable efforts include:
Implementing supplier diversity programs to ensure long-term Black business partnerships.
Supporting HBCU (Historically Black Colleges and Universities) recruitment initiatives.
Common Mistakes Brands Should Avoid
1. Performative Activism
Posting a single “Happy Black History Month” tweet isn’t enough. If you’re making public statements, back them up with action.
2. Relying on Stereotypes
Not all Black experiences look the same, and avoiding monolithic portrayals is essential. Instead, feature diverse stories from different industries, backgrounds, and perspectives.
3. Only Engaging in February
Your brand’s commitment to diversity shouldn’t vanish on March 1st. Authenticity means integrating Black voices, stories, and support into your year-round marketing and corporate strategy.
Actionable Steps Brands Can Take Today
Audit your brand’s current marketing materials for diversity and accurate and respectful representation.
Develop a long-term partnership with a Black-led nonprofit or advocacy group.
Create mentorship and sponsorship programs to uplift Black professionals.
Engage Black employees in the planning of your Black History Month initiatives.
Making Black History Month More Than a Moment
Black History Month isn’t just an opportunity for brands to boost engagement—it’s a chance to contribute to meaningful change. Consumers are watching and want to support brands genuinely invested in diversity, equity, and inclusion.
At Market Me Consulting, we use our real-life experience as a black-owned business to help brands develop marketing strategies that make a social impact.
Contact us if you’re looking for expert guidance on how to build an inclusive marketing strategy that resonates, let’s chat!
Check out our other blog articles for marketing best practices and tips.