Brands are no longer faceless and amorphous, they’re starting to identify themselves through their beliefs and the causes they support. Which is a good thing! Mindless consumerism is a toxic byproduct of a consumerist Western culture, and customers are pushing back.
The Havas 2021 Meaningful Brands study reported that, according to consumers, less than half (47%) of brands are seen as trustworthy and 75% could disappear and would be easily replaced. There exists an expectation gap in consumers’ relationships with brands and businesses. Consumers seek authentic, meaningful, and sustainable action for the good of society and the planet, especially as the wealth-inequality gap increases and climate change escalates.
This leads us to today’s point, an examination of one way brand’s align with positive movements, alongside the importance of why we celebrate it.
The Origin of Black History Month
To start, let’s quickly recap the origin of Black History Month. Black History Month started with the creation of the Association for the Study of African American Life and History (ASALH) in 1915. In 1926 the group decided to dedicate a week—the second week in February—to celebrating Black History.
Later, in the 1960s, partially due to the civil rights movement, some colleges started celebrating Black History Month. In 1976 President Ford officially recognized February as Black History Month, and since then February is a time to celebrate and uplift the African culture and its impact on our country’s trajectory.
During this month, we aim to celebrate the achievements of the Black community and call all communities to action through advocacy and service. It’s important marketers don’t take advantage of this month to promote their brand, but instead create genuine messages that support the meaning of Black History Month. As mentioned, authenticity and philanthropy remains an important consideration for what brands consumers lean towards.
While we cannot exhaust every possible example of how to take part in Black History Month, here are a few suggestions:
Brands can recognize Black History Month by looking inwards and highlighting Black employees. As a way to support employees who don’t always have access to opportunities, brands should aim to lift up and encourage Black employees during Black History Month (and always).
Support Charitable Causes
Brands can also show support during Black History Month by putting their money where their mouth is. A lot of these huge, well-known brands have a lot of money to dole out to various charities and selecting Black organizations is a way for brands to contribute year-round. Companies can offer donation-matching where they will match the donations made by employees or they can give a percentage of sales to these organizations.
Extending Beyond February
There needs to be thought behind the messaging that shows there’s a reason your brand is highlighting this month and continuing efforts outside of February. If it’s just participation for the sake of participation, for just one month, it could appear like you’re pandering to your audience. Also, if your brand decides to recognize Black History Month in your marketing messages, it should be related to your brand or product offering. If you put out an email that is completely unrelated to anything your brand does or can do, it will come off as disingenuous.
At the halfway point of Black History Month, brands are supporting the cause in a variety of ways. Whether it’s spotlighting employees or contributing to charities, we hope to see a continuation of these efforts year-round.
Authentic marketing is about doing something not because the customer expects it, but because it aligns with your brand’s mission and message. If you believe in something, your brand should stand behind that cause and support it wholeheartedly. If you are in the early stages of defining your brand and refining your mission statement, My Social Biz can help assess its intended impact. Not sure where to start? My Social Biz can help get the wheels turning and provide a think-tank of what causes are important for you. Drop us a message, and let’s elevate your brand together!