3 Ways Your Brand can Support Black-Owned Businesses & Artists in 2021
2020 was a tumultuous year, to say the least. While there were a lot of heartaches, 2020 also provided us with multiple opportunities to educate ourselves — including the importance of choosing to support Black-owned businesses and artists.
The murder of George Floyd marked a turning point in the Black Lives Matter movement. His loss and the loss of countless people of color were felt worldwide. Demands for social justice were loud and clear, ranging from the United States to Australia. Protests brought awareness to the systemic injustices within our society, empowering people to make a difference within their communities.
When planning your business and marketing campaigns in 2021, take what you have learned a step further and actively support Black-owned businesses and artists. Allow your actions to represent your values this Black History Month and going forward into the rest of the year.
1. Highlight/Partner with Local Black-Owned Businesses
When utilizing social media, it is important to be genuine in your words and actions. If you are only using Black History Month to promote your business or new product, it can be interpreted as being performative. Remember, being an ally to Black Lives Matter and the Black community goes beyond posting a quote on your story one month out of the year. Instead, opt for a partnership with a local Black-owned business in your community each month!
Set-up a pop-up shop within your own business — this gives Black-owned businesses the opportunity to present themselves within the community and reach new customers. The pop-up shop provides a win-win for both parties, introducing new customers to each business.
Highlight some of your favorite Black brands and support Black-owned businesses on social media accounts. Encourage your followers to do the same by providing a template to post on their stories. We have provided one below for your use!
2. Attend Virtual Events/Provide Resources
COVID-19 has definitely made it harder to attend in-person events. However, they’re always happening, just virtually. Thankfully, Eventbrite makes it easy to find those events.
Eventbrite has curated a collection of events called, “Black History Every Month: Events That Inspire Action, Education, and Connection.” Share and invite your friends or employees to attend. Educating yourself can sometimes be overwhelming when you don’t know where to start or how to help. Events like the ones put together to make it a little easier on you.
Remember, learning is always an ongoing process. Provide resources and funds for others to invest in. For example, The Postcard Agency donated 10% of its June profits to The National Black Justice Coalition in 2020. Find an organization that aligns with your business and brand’s values. Here are a few to get you started:
- Blacktrans.org – The National Black Trans Advocacy Coalition works with communities in the United States and across the globe to foster diversity, inclusion, and equality for all people. They are led by Black Transmen Inc., Black Transwomen Inc., and Black Trans MX.
- Colorofchange.org – Color of Change leads campaigns that strive to build power within Black communities. They challenge injustice and hold corporations and elected officials accountable for their actions. Color of Change also commissions research on systems of inequality and advanced solutions for racial injustice that can transform the world.
- Eji.org – If you have seen the movie ‘Just Mercy’ starring Michael B. Jordan and Jamie Foxx, you might have learned about EJI. The Equal Justice Initiative is committed to ending mass incarceration and excessive punishment in the United States, challenging racial and economic injustice, and protecting basic human rights for the most vulnerable people in American society.
Recommend Your Brand’s Favorite Podcasts/Books by Black Authors and Creators
Dive deep into a podcast or bury yourself in a book! There are many Black artists and creators who have invested a lot of time and money into their work.
Share some of your favorites with your community or start a virtual book club with some of your followers. If you’re like us, we are always looking for new recommendations! Here are some of ours.
- Back Issue (Podcast) – Have you ever thought about the reasons behind celebrity feuds? Back Issue tells the stories behind formative movements in pop culture. Tracy Clayton and Josh Gwynn investigate feuds and trends in a way that’ll be sure to put a smile on your face.
- We Said What We Said With Rickey and Denzel (Podcast) – If you feel like you need a laugh, check out We Said What We Said. Rickey and Denzel are best friends who talk about topics and situations that everyone encounters at least once in their life! Listen with your best friend and laugh along with their experiences.
- The Mothers (Book) – Brit Bennet is a Black author that has claimed the attention of many. In her debut book, The Mothers tells a story about young love, a big secret in a small community—and the things that ultimately haunt us most. Brit Bennet is sure to keep you so enthralled in this novel that it’ll have your friends and family wondering where you’ve been!
Make a Difference and Support Black-Owned Businesses
In 2021, turn your words into actions. The advancements in technology make it easier to become involved. There are so many ways to support Black-owned businesses and the Black community. Have some fun and be genuine.
Consumers, especially Millennials and Gen Z, expect companies and corporations to take a stance on social issues. Pledge to help Black communities through your marketing strategies. Remember, celebrate Black History every month, not just this February.
About The Postcard Agency
The Postcard Agency connects businesses and nonprofit organizations with their target audiences through dynamic marketing and public relations strategies. Crafty and creative, the Miami and San Antonio-based agency reinvigorates local and national brands with imaginative and results-driven campaigns. A winner of the Gold dotCOMM Award for website design, the digital marketing and public relations agency has also been named a Top Marketing Agency and a Top B2B Company and Marketing Agency by Clutch, an acclaimed ratings and reviews platform. Jonathan Ochart, CEO of The Postcard Agency, regularly shares marketing and public relations insights for business leaders with the media, including NBC, AARP, Texas CEO Magazine and Voyage Magazine.