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Multicultural Marketing News – Black History Month Newsmakers and Experts

Tuesday, Feb 20, 2024

Multicultural Marketing News February 2024

February is Black History Month

In this issue: Multicultural Marketing News presents newsmakers and experts as featured on multicultural.com in our Experts Directory.

Newsmakers

  • Where is all the Investment? Reviewing Black History Month So Far (Bold Culture LLC)
  • Challenges to DEI Practices Point to Opportunities for Brands to Become Better Allies (Horowitz Research)
  • The Blasian March: Uniting Voices for Change and Solidarity, Championed by Rohan Zhou-Lee (Sparkle Insights)
  • Building Affinity with Black Consumers Now and Beyond Black History Month (My Code Media)
  • Don’t Let HIV/AIDS Define You (Blue PR, Inc.)

Featured Book

  • Black On Madison Avenue

Newsmakers

Where is all the Investment? Reviewing Black History Month So Far

To draw from The One Club––where are all the Black people? Or where’s the Black cultural celebration? Black History Month is one of many cultural celebrations where corporate efforts and investment oscillate between base level and all-in; mostly depending on headlines, consumer sentiment, and more. More plainly, if companies are not driven by movements or consumers continuously calling for marketers to deeply celebrate their community, they retreat to the foundations of doing very little or nothing. This is what we currently see in 2024. While we urge companies to celebrate cultural diversity, Black Impact, all year, it is not an excuse to not make Black History Month as much a focus as any other notable month of cultural celebration. So far, this year is missing at-large support, representation, and investment in Black communities. We hope to see more at the latter part of the month and into other celebrations such as Women’s History Month and PRIDE to name a few. This is especially important as there’s room to celebrate and represent the intersections of Black life. Some factors of the silence and lack of dynamics in this year’s Black History Month are either a lack of budget, lack of care, or a fear of getting things wrong. We’ve little remedy for the formers. If the latter, building a more authentic understanding of Black culture with our Black Paper Vol. 1 and Vol 2: Prioritizing Black Womxn, or with Spectrum Vol. 2 “When the Image Speaks Back”, are just initial steps to take to replace fear with action. By Ahmad Barber, Chief Creative Officer and Managing Partner, Bold Culture, Ahmad@boldculture.co

View company profile here.

Challenges to DEI Practices Point to Opportunities for Brands to Become Better Allies

The Supreme Court’s landmark ruling to end affirmative action in college admissions has trickled down to corporate America. Facing challenges from lawmakers, some companies are responding by revising or scaling back on diversity, equity, and inclusion practices in the workplace. The recent scrutiny is already impacting the professional opportunities available to marginalized communities. As many brands are celebrating Black History Month, it’s an important time to reevaluate their commitment to diversity. A company’s values and policies play a critical role in whether Black consumers will support a business, according to our recent study, FOCUS Black: Consumer Engagement 2023. Half (50%) of Black consumers surveyed say it has a positive impact on their decision to buy from a company that has internal diversity and equity initiatives to ensure that women, BIPOC, LGBTQIA+, and other groups have an equal opportunity for advancement in their careers. Brands, marketers, and advertisers have powerful platforms to put diversity, equity, and inclusion at the forefront. Investing in research will help companies to understand and become better allies to diverse communities. By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, adrianaw@horowitzresearch.com

View company profile here.

The Blasian March: Uniting Voices for Change and Solidarity, Championed by Rohan Zhou-Lee

In an exclusive interview conducted by Sparkle Insights for Black History Month, Rohan Zhou-Lee discussed the Blasian March—a movement that transcends mere protest to become a symphony of voices from the intersections of race, ethnicity, and sexual orientation. It’s a resolute response to the systemic injustices faced by Blasian (mixed Black and Asian) individuals, shedding light on the pervasive issues of racism and homophobia. This movement is a journey of community-building—a collective endeavor steered by Rohan Zhou-Lee’s unwavering dedication. Participants find empowerment in shared experiences, breaking down barriers, and celebrating the richness of diversity. Rohan Zhou-Lee, embracing his Blasian identity and respecting the spectrum of sexual orientations, leads the march of self-discovery. Here, individuals reclaim their truths, weaving together their cultural heritage and intersecting identities in a transformative quest for acceptance and empowerment. The Blasian March serves as a beacon of collaboration, reaching out to marginalized communities (Black, Asian, and LGBTQ+) in solidarity. Inspired by Rohan Zhou-Lee’s commitment to inclusivity, they forge a formidable alliance, united in their relentless pursuit of equality. In this movement, guided by Rohan Zhou-Lee’s exemplary leadership, every stride forward becomes a testament to resilience. The Blasian March isn’t just a call for change; it’s a poignant testament to the formidable power of solidarity. Together, they unequivocally demonstrate that unity can indeed spark profound and lasting transformation. By Iris Yim, Principal & Chief Strategist, Sparkle Insights, iris@sparkleinsights.com

View full company profile here.

Photo credit @jrobertson.ny

Black, Asian and Blasian people marching for Pride

Building Affinity with Black Consumers Now and Beyond Black History Month

My Code is committed to celebrating and championing Black History Month. This month serves as a vital reminder of the rich and diverse contributions of the Black community to our society, culture, and economy. While we all reflect on the struggles and triumphs of our ancestors, it is also a good opportunity to give focus to the ongoing journey towards equality and justice. For brand marketers, Black History Month is a key opportunity in the first quarter of the year for brands to reach out and connect their own values directly to the rapidly growing Black consumer segment. Brands that can express their own commitments, investments and purpose will consistently win the loyalty of existing and new customers. It provides a platform to celebrate Black excellence, amplify Black voices, and showcase the unique perspectives within our community. It’s a chance for brands to demonstrate their commitment to diversity, inclusion, and social responsibility. Building trust and loyalty with the target customer is the main goal for most marketers. My Code is committed to helping brands understand the importance of consistency in their efforts to engage with diverse communities. Client case studies repeatedly reinforce that building lasting relationships requires more than just a once-a-year campaign during Black History Month. Instead, brands will fuel growth and drive revenue by taking a proactive approach in which they leverage a variety of cultural moments throughout the year to activate campaigns and messaging that resonate with Black consumers. Together, let us seize the opportunities presented by Black History Month and beyond to celebrate, empower, and uplift Black communities everywhere. Reach out to a My Code Strategist to discover how programs including Black Music Month, Juneteenth, HBCU Homecoming and much more can be carefully crafted for your brand. By Damian Benders, General Manager, B Code, sales@mycodemedia.com

View company profile here.

Don’t Let HIV/AIDS Define You

Living with HIV/AIDS, as with any chronic or terminal illness, can mentally weigh you down. Yes, it is violent, abusive, and cruel, often causing people to react similarly. However, it’s crucial to separate a diagnosis from an identity. As we reflect on the significance of Black History Month and National Black HIV/AIDS Awareness Day [February 7], I share my story of being diagnosed and living with HIV to demonstrate to others that they can live beyond their diagnosis, helping them discover and live long, fulfilling lives. Whether you are living long-term with HIV/AIDS or newly diagnosed, you need a support system that doesn’t just say, “I’m here for you,” but acts on it. Supporters take the time to educate themselves about your condition and ask sincere questions to understand what you are going through. Often, this also includes your primary HIV/AIDS healthcare provider, who needs to know “you” – who you are, your daily activities, goals, and dreams – to ensure you have the best treatments for the rest of your life. The language we use also directly impacts how we see ourselves living with HIV/AIDS and our collective perceptions. Words like “safe” and “clean” are often misused in Black communities and contribute to stigmatization. These words are layered with judgment, which can alienate, hurt, and even deter people from seeking the care and support they desperately need. During Black History Month and every month of the year, we need to champion language that embraces, not excludes, so we can reshape the narrative to ensure that African Americans living long-term with HIV/AIDS are celebrated today as survivors, advocates, and changemakers while honoring those who came before us. As a spokesperson for Theratechnologies’ I AM A CHAMPION campaign, I know my responsibility extends beyondbringing awareness to HIV/AIDS. It’s about transitioning from hushed discussions to open dialogues, replacing judgment with compassion, and moving from fear of mortality to a life filled with more than hope but unburdened liberation. Masonia Traylor is the CEO/Founder of Lady BurgAndy Inc., servicing women and youth impacted by HIV/AIDS. Her compelling narrative is spotlighted in Episode 3 of the “I Am A Champion | Hope For The Journey” campaign By Masonia Traylor, CEO/Founder, LadyBurgAndy Inc., roxana@bluepublicrelations.com

View company profile here.

Featured Book

Black On Madison Avenue

Would you like to see your company POV featured in our next theme newsletter? If you are interested in including your paragraph and logo in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: here or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com. Participation is free to organizations featured in our Experts Directory at multicultural.com/experts/. Sign up here to feature your organization/company on multicultural.com.

Next Issues:

March 2024 Newsletter

Women’s History Month

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Deadline for copy: March 5th

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Save the Dates for Key 2024 Multicultural & Diversity Conferences + events

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Deadline for copy: March 5th

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For more info about participating in this newsletter email Lisa@multicultural.com. To see upcoming newsletters view our 2024 Editorial Calendar. Weekly and monthly banner sponsorships of the newsletter and stand-alone eblasts to our subscriber list are available. To learn about all advertising opportunities call 212-242-3351 or email Lisa@multicultural.com or visit multicultural.com.

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About This Newsletter 
Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to approx. 8,000 subscribers. For a free subscription, sign up here.