Black History Month is a time to reflect on the history of Black communities in Canada and around the world, but also to celebrate Black resilience, legacies and contributions. At the tail-end of Black History Month, it feels as important as ever to continue learning about Black history and supporting Black excellence. People deserve recognition and support, especially when Canada’s history is filled with racism and injustice.
But what happens when this recognition is monetized?
Companies and corporations
When it comes to companies and corporations promoting Black History Month, there is a line between companies celebrating Black voices and exploiting the people it intends to celebrate. In the first scenario, companies actually work with Black employees and consumers, and in the second, they profit off false gestures and provide no help to marginalized groups. It’s important to recognize this when it comes to advertising as well as the inner workings of a company.
Ad campaigns walking the line
Can Black History Month be celebrated through campaign ads? Well, it can be if Black excellence is supported by companies year-round and not just for the month. It’s not right to declare support of a marginalized group for only a certain time of year — this creates profit from their oppression. It also depends on what the ads are saying — the message they’re putting out to the world. Are the companies actively doing something productive and supportive in tandem with the Black community with revenue generated due to these ads? If a company wants to promote Black History Month in their advertising, they should not just profit from but support and make reparations. Perhaps they could donate extra revenue to Black-led charities like Black Health Alliance, a Canadian organization that supports health injustice.
Another important consideration is if Black employees are taking charge of and/or helping to create these ads. If solely white company members are writing and designing ads used to profit from Black History Month, there is something very performative and false about that scenario. Black company members should be an integral part of the creation of ads to both better connect with the consumers and to allow for more sensitivity in working towards a diverse and equitable future.
Real people deserve to be supported through advertising — it should not be used as a tool to make a company look good by appealing to certain demographics.
Genuine support
Aside from advertising for Black History Month, companies and corporations can also promote Black History Month with no ulterior motives. The promotion of Black excellence and the education of history can be a tool for inclusivity, something to allow employees to learn from one another, but to also ensure employees have the support they need.
There are many ways to explore history and celebrate Black excellence. Workplaces should invite different speakers each week to discuss their experiences in the workplace and discuss strategies for building connections through equitable means. Companies should also spotlight employees who are members of the Black community, allowing for an exploration of history, presentation of a diverse range of voices and appreciation Black members of the workplace. This is essential, because for too long many employees would not have been hired at all, let alone have their voices heard or contributions celebrated.
Throughout the year, many companies have networks in place: some have a Black employee network, which provides access to resources for Black community members of the company; these can include resources for mental health, mentoring and sponsoring opportunities — many of which can create more equal opportunities for employees. There are also a diverse range of committees that are in place all year round: Equity, Diversity, Inclusion, and Anti-racism boards in universities are just one example. The group further provides strategies for building connections. Outside of Black History Month, there can oftentimes be leaders who speak on behalf of the committee to all employees’ year round, and further provide support should Black, or other marginalized employees need it.
As we celebrate Black History Month and pay attention to the ways in which companies and ad campaigns show their support, it’s important to remember Black History Month is not a trend. Support is necessary, but it must be done earnestly and consistently. Black companies and employees should not be celebrated and supported only in the month of February.
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