Building Inclusive Brands
How to Honor Black History Beyond February.
Building Inclusive Brands: How to Honor Black History Beyond February
Recent policy shifts under President Donald Trump's administration have led many companies to reassess their Diversity, Equity, and Inclusion (DEI) initiatives. Major brands like Walmart, Target, McDonalds have announced significant rollbacks in their DEI programs and have discontinued celebration of cultural holidays and observances. As some companies rollback DEI like they rollback prices, several brands, including Costco, Apple, Goldman Sachs and Microsoft have reaffirmed their commitment to bolstering efforts for inclusion.
The Phoenix remains steadfast in our commitment to DEI with the intent of building a world of belonging. We honor Black History, not as a month, but a year-round celebration to demonstrate our brand's dedication to recognizing all contributions to shaping our past, present and future. Here are some strategies to help brands maintain and strengthen their inclusivity efforts:
Commit to Authentic Representation
Consumers expect brands to reflect their diverse identities. Inclusive brands ensure that their campaigns, products, and messaging authentically represent various perspectives. This involves assembling diverse creative teams and prioritizing representation in leadership roles, ensuring that inclusive storytelling is integral to the brand's foundation.
Celebrate Contributions Year-Round
Highlighting Black achievements and cultural contributions should not be confined to February. Seek opportunities to integrate stories of Black innovators, artists, and changemakers into content throughout the year. For instance, feature Black entrepreneurs during National Entrepreneurship Month in November or celebrate Black culinary traditions during the holiday season.
Championing Justice
Dr. King’s fight for justice emphasized systemic change, and brands can contribute by supporting policies and programs that promote social equity such as donating to legal defense funds, advocating for voting rights or launching educational campaigns. Netflix exemplifies this commitment with its “More Than a Moment” collection, which highlights Black creators and stories, bringing attention to the Black experience while reinforcing the company’s dedication to justice and representation.
Engage with Black Communities
To genuinely honor Black history and culture, brands must go beyond statements. Partnering with Black-owned businesses, supporting Black nonprofits, or creating mentorship opportunities within Black communities demonstrates a commitment to inclusion. These actions build authentic relationships and show that your brand values and invests in the community.
Audit and Evolve Your Brand Story
Critically assess your brand’s current narrative and identify areas for greater inclusivity. Are there opportunities to showcase diverse voices? Are there gaps in representation or stories that need to be told? Use this audit as a roadmap for evolving your brand to reflect a more comprehensive story.
Educate Your Audience
Consumers are eager to learn, and brands have a platform to educate. Create content that highlights important historical milestones, celebrates cultural heritage, and sparks conversations about social equity. Position your brand as a thoughtful ally that helps amplify these stories and drive awareness.
Be Consistent, Not Performative
Inclusive branding is about long-term commitment, not short-term gains. Avoid performative gestures by aligning your campaigns with real action. Whether it’s diversifying your supply chain, investing in employee education on DEI topics, or advocating for policy changes, ensure that your efforts are consistent and impactful.
By embracing these strategies, brands can transcend symbolic gestures and make diversity and inclusion a cornerstone of their identity. Honoring Black history year-round isn’t just the right thing to do—it’s a powerful way to connect with audiences, foster trust, and demonstrate leadership in an evolving marketplace.
At The Phoenix, we believe in creating stories that reflect the world’s diversity and inspire meaningful change. By building inclusive brands, we can honor the past, elevate the present, and shape a more equitable future.
