In the United States, February is known as Black History Month. It was created in 1926 by Carter G. Woodson to celebrate the history & culture of African Americans in this country. Originally, it was celebrated during the second week of February, to coincide with Fredrick Douglas and Abraham Lincoln’s birthdays. And over time, the week-long event (classes, lectures, performances) grew into what is now Black History Month (BHM).
The beautiful thing about Black History Month is that anyone can get involved. Whether you’re Black or not, celebrating BHM is a great way to recognize the contributions Black people make to our society & culture.
Here are five ways you can support Black culture through your business:
1. Get Listed as “Black-Owned” on Google
If you’re a Black business owner, make sure your business profile is listed as “Black Owned” online. This way, when someone Googles “Black-owned hair salon” your business will pop up in their search. It’s a really great way for your business to stand out & attract clientele.
Plus, if you own a storefront, you’ll also get a window-cling icon to identify as Black-owned. To get started, click here.
You can also compile a list of Black-owned businesses near your office or areas where a majority of your employees live. Be sure to include a wide array of business types on this list! You can then share this index as a resource with your employees and encourage them to use their services and/or purchase their products. Encouraging your employees to use their purchasing power with these businesses is a great way to help support the local Black community. And, according to Brookings Institute research , Black-owned businesses are much more likely to hire Black workers; meaning you’re helping your employees to support not only these businesses, but their employees and their respective livelihoods as well.
2. Partner with Black Business Owners
Did you know that, as of 2019, women of color made up 89% of newly opened businesses in the US? That’s quite remarkable and these numbers help to potentially connect with Black business owners in your area.
The Vagaro Marketplace is another great resource in finding businesses of color. Consider connecting with one to start a partnership where you each offer deals for clients on services or products for mentioning each other’s businesses, which can ultimately benefit both parties.
When partnering with Black-owned businesses, make sure your efforts are successful by measuring key goals like targets for supplier diversity, collaboration initiatives, or community engagement. You can highlight these successful partnerships via your company’s marketing channels and leading by example. Providing positive examples can also influence other companies to take the same initiatives to support Black-owned businesses.
Also, consider making direct investments in Black-owned businesses, either through partnerships, equity investments, or other forms of financial support. Don’t just make it a one-time thing, either. You can commission or collaborate with Black business professionals, artists, creatives and service providers for special projects, artwork, and much more continuously throughout the year. This helps ensure your efforts are authentic, genuine, and long-lasting.
3. Diversify Your Marketing
If you haven’t gotten the clue yet, it’s all about inclusion. In the last few years, we’ve seen big labels and brands start to include people of all races, sizes & ages in their marketing, and you should be too. Inclusion isn’t just in, it’s here to stay because it’s the right thing to do, both as individuals & business owners.
Take Rihanna for example, the entrepreneur extraordinaire who broke barriers when she launched Fenty Beauty, a cosmetics brand that specializes in catering to people of all shades. Now, that’s good marketing.
You, too, can create your own effective marketing campaigns for Black History Month & any occasion with Vagaro. Click here to see how!
Consumers want to see themselves reflected in the businesses they support. Having more diversity in your marketing also shows how wide your skillset is. It stands to reason that hair stylists who work on all hair types earn more money. Something else to try is running educational campaigns relevant to your industry that celebrate Black History Month. Ensure that these campaigns are authentic, respectful, and contribute positively to the cultural dialogue.
4. Invite Black Thought Leaders
Hosting an annual event or kickoff celebration for your business? Well, why not invite Black Thought Leaders in your industry to be keynote speakers? This is a great way to connect, support & learn from other industry professionals. Often, people have questions for the Black community, but don’t know where to ask them. This provides a great opportunity to get conversations going & business flowing.
Such diversity of thought can lead to more creativity, innovation, and a more well-rounded approach to business challenges, while also fostering a sense of belonging and motivation among an often-underrepresented group. Inviting Black speakers can ultimately lead to a more inclusive and positive company culture which ultimately benefits the entire team.
Statistics from recent Pew Research Center studies show that Black workers still earn less than those in other groups to this day. Most importantly, then, it is crucial that your business pays them appropriately for both their time and the immense value they bring to your organization.
Ideally, though, if your company is planning a set list of events ahead of time, inviting Black speakers and thought leaders throughout the year is the best way to create a truly authentic initiative to celebrate the Black community and appreciate their contributions.
5. Use Social Media
Social media is such a powerful & impactful tool for businesses. Use it for good and support BHM by posting positive quotes from influential Black leaders, use hashtags or post more inclusive imagery on your business page, for example. You can even start to follow some Black owners in your industry and encourage your followers to do the same.
Going beyond that, your team can and should create content highlighting the achievements, contributions, and history of Black individuals and communities. Take the time to delve a little bit deeper to share their inspiring stories. This can be carried out with community leaders, Black employees within your organization, or even clients of your business!
Highlighting your Black team members not only helps your business celebrate diversity and promotes inclusivity, but it can also humanize your brand. Nowadays, social media followers love nothing more than “getting to know” the faces behind the brand. Additionally, through social media initiatives, businesses can partner with Black influencers or other thought leaders aligning with your brand values. They can help amplify your messaging, reach a broader audience, and bring authenticity to your Black History Month campaigns.
Transitively, your business can also use your platforms to share content created by Black professionals in your industry and beyond. Simply reposting or sharing their work on your social accounts can help bring their messaging to wider audiences and ultimately has the potential to help them gain more followers and support. This also goes for nonprofits and other organizations that focus on issues important to the Black community. Encouraging your followers to support, donate, or otherwise get involved in these initiatives can have a resounding effect that reaches far beyond social media.
Every day is an opportunity to support Black-owned businesses, but a great time is during Black History Month. Honoring those who innovate our world & culture is a win-win for communities & businesses alike.