There are major retailers that are changing the way they market to Black consumers. Many are now partnering with Black-owned companies to provide for their customer base and showcase Black businesses. But there’s a problem.
Corporations know how powerful Black consumers are. They regularly target Black wallets using AAVE, Black models, and celebrities. But many companies we’ve come to love, support, and recognize as Black-owned are not.
Companies like Church’s Chicken, Shea Moisture and even the George Foreman Grill all speak to and target Black consumers but are not Black-owned or, in some cases, Black-led.
As consumers, we are the ones who create change and we should do our due diligence in knowing where our money and energy are spent. Brands like Mayvenn, FUBU, and Pattern Beauty are all Black-owned businesses whose popularity has soared because of savvy Black consumers. Best of all our dollars benefit Black entrepreneurs and Black labor.
As consumers, we’re allowed to spend however and on whatever we want. Still, if we’re aiming to invest our dollars in our community, we should continue to empower Black-owned companies.