BLACKHISTORY

MONTH 2021A R E S O U R C E G U I D E

P R O D U C E D B Y

A F R I C A N A M E R I C A N E M P L O Y E E R E S O U R C E ( A A E R ) G R O U P

C O N T E N T SPage 2

Overview

Everything you need to know to

navigate Black History Month 2021

Page 6    

Key Missteps

Page 7

Black Community At-A-Glance

Industry data that spotlights the

Black community's impact on society

today

Page 8

Economic Impact of COVID-19

Page 9

Black Voices and The Media

Key insights to understand how

Black culture has evolved American

media

Page 10

Navigating The Black Media

Landscape

Page 11

10 Black Reporters To Know

Meet the media defining the

landscape from beauty to tech to

politics

Page 12

A Road Map For The Year Ahead

Page 14

How BCW Can Help

Four pillars to guide your year-round

engagement with the Black

community

DEI: Carol.Watson@bcw-global.com

Media Relations: Sabrina.Browne@bcw-

global.com

Polycultural Consulting:

Kristin.Hooper@bcw-global.com

Public Affairs: Sam.Myers@bcw-global.com

Brand Strategy: Thomas.Bunn@bcw-

global.com

CONTACT

To learn how BCW and AAER can help you

connect with Black consumers and

stakeholders, contact:

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OverviewBlack History Month was officially recognized in 1976 by President Gerald Ford as a

celebration of the achievements of African Americans and their role in U.S. society and

history. But Black History Month in February 2021 may look and feel very different

than it ever has in the past. That's because of the heightened awareness of the ongoing

racial injustices that Black communities experience in America today, accelerated by the

Black Lives Matter movement and anti-racism protests that have taken place worldwide

since George Floyd’s murder.

As a result, we expect more brands and organizations to take part in Black History Month

2021 to develop a deeper understanding of race in America and work to make stronger

connections with the Black community. However, real engagement that helps to

rectify inequity and build trust in your commitment must be purposeful and long-

term, not just within the confines of one heritage month. Such efforts will build

meaningful relationships with your Black stakeholders and their allies.

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Ensure Black Employees Are Seen, Heard, Valued and Respected

From both external and internal perspectives, explicit discussion of race typically has

been considered taboo within the walls of many companies and organizations, and

more often than not, business leaders have remained silent on the issue. That cloak of

silence from the top frequently enfolds all employees – in particular, young Black professionals

who aspire to advance to senior leadership positions but remain silent about racial inequality

to avoid being labeled as “agitators” in the workplace. When race has been addressed in

corporate environments and organizations, it has typically happened in the form of a non-

substantive, internal-facing brief celebration during cultural heritage months. In each scenario

mentioned above, Black employees are left feeling unseen and unheard. Now is the time to

ensure Black employees are seen, heard, valued and respected.

Demonstrate Meaningful Action and Transparent Communication

During Black History Month 2021, meaningful action and transparent communication,

internally and externally, are critical for Black people to believe corporations are truly

inclusive and diverse — and the annual celebration is more than a “must do” on the corporate

calendar or an external marketing tentpole moment. Black people will want to understand

how the brands they choose and the companies they work for will support the

community for the long-term, beyond black squares of solidarity on Instagram and

using #BlackLivesMatter hashtags externally. While building a diverse and inclusive

workforce is core to most business strategies, demonstrating action to create more equitable

opportunities for Black people will be critical for the weeks and months to come.

Recognize The Impact of COVID-19 in Black Communities

Today, as the coronavirus pandemic (COVID-19) continues to upend small businesses across

the country, data shows that Black entrepreneurs have been hit the hardest, with the

number of working Black business owners falling by more than 40% due to COVID-

19. This decrease, according to many experts, further confirms the fear that the pandemic

may widen the already existing racial wealth gap in America. Combined with the increasing

healthcare disparities impacting the Black community and disproportionate COVID-19 vaccine

rollouts, the Black experience in America has never been more complex and companies must

be mindful during outreach efforts.

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Align Your Brand 's Solidarity with The Real Issues

As corporations and brands recognize Black History Month 2021, it is imperative that they

address the heavy issues affecting Black Americans today while celebrating

achievements from the community’s past. While Black people see messages of brand

solidarity as important, they are more receptive to brands that operate with authentic

intention and measurable action to impact the wider Black community. Brands that do this

right understand that solidarity is not a trend but a 365-day commitment to their

Black consumers and stakeholders. Brands that do this wrong have been publicly criticized

and denounced on social media for not recognizing key audience sensibilities of the Black

consumer, nor taking actions that resonate with the Black community-at-large.

Commit to Real Investment and Measurable Change

Brands that are successful will be the ones that commit to a long-term strategy

verses a short-term gain for establishing stakeholder trust, brand loyalty and

employee engagement from Black communities. Especially today, when governments

falter and fail those communities most affected by the COVID-19 pandemic, global brands and

corporations have a real role to play in the consumer’s eyes and overall experience. This

requires your organization to go beyond Black History Month, to support the movement that

has begun to open spaces and accelerate opportunities for Black people.

To level the American playing field that has been uneven for 400 years and finally

create an equitable future where Black communities can thrive and be afforded the

same opportunities as others.

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Key MisstepsAs Black History Month recognition takes place across your organization,

it’s critical to approach internal and external communications from the

lens of the Black stakeholder. Beyond using the right language and

culturally relevant hashtags, it’s important to be aware of the following

potential missteps that can happen as part of Black History Month

efforts. Recognizing these early on will help prevent your organization

from appearing culturally insensitive and ensure your DEI commitments

feel authentic to Black people and all stakeholders.

UNDERSTAND THAT SOLIDARITY IS NOT A TREND.

Companies must be committed to internal and external efforts that will

resonate with the Black community and take actions that can be

measured so your stakeholders can track your progress along the way.

ACCEPT ACCOUNTABILITY FOR THE GOOD AND THE BAD.Consumer skepticism is at all-time high today, especially for

organizations that have released statements of solidarity and used

hashtag #BlackLivesMatter in their communications content. Black

consumers are thoroughly vetting each company and brand, ensuring

that they uphold the bold commitments made at the time of George

Floyd’s murder.

THINK BEYOND SHORT-TERM WINS WITH BLACK STAKEHOLDERS.

While immediate action is required, both mid- and long-term ”beyond

Black History Month” strategies should be established now as further

incidents of racial injustice are likely, and stakeholders will be holding

companies accountable throughout 2021.

RECOGNIZE YOUR ORGANIZATIONAL SHORTCOMINGS.An audit of existing internal commitments from a D,E&I perspective

and external programs from a DEI perspective is essential to guide

what additional action needs to be taken to support the Black

community. Failure to perform a rigorous assessment can leave your

organization open to exposure on social media platforms, with

current (and former) employees raising awareness of your conflicting

internal practices and procedures.

INCLUDE BLACK VOICES AT THE TABLE, ALWAYS.Make sure you have Black employees and stakeholders on your

team(s) when crafting your Black History Month strategy, message

and communications programming. If there is a lack of diversity at

your organization, you can convene external experts such as BCW’s

Polycultural Consulting Unit for audience immersions, message

testing and other core services.

The Black CommunityAt-A-GlanceBlack buying power is growing - becoming an ever-larger slice of the U.S. economy,

especially spending on consumer goods including household goods, apparel and technology. Black

spending surpassed $1 trillion in 2016 and is expected to reach $1.5 trillion later this year,

according to the latest UGA Research. That makes Black Americans the largest racial

minority consumer market.

In addition, many Black Americans argue that some of the nation's biggest companies wouldn't be

successful if it weren’t for the Black dollar. Adidas acknowledged that point, tweeting its success

"would be nothing without Black athletes, Black artists, Black employees and Black consumers."

Today, Black consumers are starting to pay more attention to which brands make efforts to speak

to their needs in authentic ways that advance the larger community. In a time when brands are

expected to connect with people and participate in culturally relevant conversations, Black

consumers expect brands to take a stance on social issues and engage them in a way that’s

authentic and intentional. Beyond Black History Month capsule collections and product launches,

brands must take time to understand the data defining the Black community and use this

information to cultivate year-round relationships.

Read on below to learn more about this fast-evolving consumer base and the key data

from Nielsen Global to engage them throughout 2021.

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In 2019, B lack

buy ing power s tood

at $1 .4 t r i l l i on , a

48% increase s ince

2010.

In 2020, 48% of

B lack househo lds

shopped on l ine , 11%

more than the

average househo ld .

B lacks are now 58% more

l ike ly to expect the

brands they buy to take a

soc ia l s tance and 37%

more l ike ly to buy a

brand when they do .

About

one in s ix B lack

workers are

front - l ine -

industry workers .

Radio too has

remained a t rus ted

channe l for news and

in format ion for

B lacks , reach ing 98%

of them every month .

In a typ ica l week ,

a lmost ha l f (49%) o f

B lack podcast

l i s teners spend

about 1 to 4 hours

l i s ten ing to podcasts .

During Black History Month 2021, corporations or brands supporting Black small

business must go beyond merely posting their support. Black small businesses need

more than exposure, they need long-term investment to survive the pandemic. Since COVID-

19 sparked state-mandated lockdowns, industry data suggests that Black small businesses

have been disproportionately affected by the pandemic – facing higher rates of closures and

sharper declines in cash balances as compared to non-minority-owned small businesses.

Black small business owners are 90.7% more likely than White small business owners to

have a direct relationship (family, staff or themselves) with someone who has tested positive

for COVID-19 and are 80% more likely to report that remote work has significantly

impacted business. Additionally, Black small businesses were more likely to seek – but less

likely to receive – government funding. When it came to the Paycheck Protection Program,

53.4% of Black-owned businesses applied and only 20.3% received the full amount.

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Economic Impact of COVID-19

Like many other industries, the U.S. media at-large has been subject to structural racism with

Black editors, broadcasters and newsroom journalists often exclusively assigned to beats,

sections or topics focused on Black communities and minorities. That can mean those

journalists, exclusively cover the trauma and injustice of racism.

As we enter 2021, it would be remiss not to call out the fact that the past year was

more than just a collection of big stories to Black journalists – it was personal. They

experienced the psychological toll and trauma of covering multiple racial injustice issues and

murders. They faced significant stress and anxiety while trying to perform their jobs while

dealing with the fear of being furloughed due to the contractions in the job market or being

racially profiled by police as many took to the streets to protest against inequality.

The events of recent months have resulted in a reckoning in the media, accelerating the

dismantling of these racial structures. Non-inclusive leaders have been replaced at major

publishing houses as more inclusive initiatives have been launched. Publishers and

broadcasters have elevated Black journalists and writers, giving them a national voice beyond

the beats they had been confined to for so long.

Black media are not interested in going "back to normal" and are actively fighting to create a

new normal with an accountability-driven media landscape.

Black Voices and The Media

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To navigate this shifting landscape, we must be ready

to reflect on the past before setting the new

trajectory ahead. Companies and their leaders must

make a conscious effort to identify pain points in their

business model and create a responsible purpose-driven

change before sharing their path forward with media.

Communications professionals working on behalf of

companies or brands to reach Black communities in

meaningful and authentic ways must go beyond just

thinking about representation within their own teams

but address their own biases about Black media and the

stories they write.

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Navigating The Black Media Landscape

Provide media with data, metrics and testimonies

showcasing inclusive and community-focused

content that supports the Black community.

Use polycultural media storytelling or a

polycultural paid media partnership to accelerate

D&I storytelling.

A polycultural approach goes beyond general

market, multicultural or cross-cultural planning to

consider an audience’s multidimensional and

sometimes fluid markers of identity, highly

differentiated life experiences and specific views

on racial and societal issues.

5 Tips to Navigate The Black Media Landscape:

Amplify Black voices within your clients’ organizations, use appropriate language and

imagery when engaging with Black media.

Understand that Black consumers are more likely to base their purchase decisions on a

brand’s values or commitment to diversity and social justice (22%) than the general

public (18%).

Black media consumption is complex and multi-layered, so avoid only focusing on media

and beats traditionally associated with Black audiences; consider the many other

sources that influence them from hyper-local media and influencers, associations and

organizations that move them.

D o n o v a n X . R a m s e y

R e p o r t e r

T h e L o s A n g e l e s

T i m e s

10 Black Reporters To Know

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I d a H a r r i s

C u l t u r e R e p o r t e r

B l a v i t y

D . L . C h a n d l e r

S e n i o r E d i t o r

H i p H o p W i r e

A b b y P h i l l i p

A n c h o r

C N N

A r i a n n a D a v i s

D i g i t a l D i r e c t o r

O , T h e O p r a h

M a g a z i n e

A s t e a d W . H e r n d o n

P o l i t i c a l R e p o r t e r

T h e N e w Y o r k T i m e s

K a r a J i l l i a n B r o w n

H e a l t h N e w s W r i t e r

W e l l + G o o d

K C I f e a n y i

R e p o r t e r

F a s t C o m p a n y

K e y a i r a B o o n e

L i f e s t y l e R e p o r t e r

E s s e n c e M a g a z i n e

Y o m i A d e g o k e

P o p C u l t u r e R e p o r t e r

T h e G u a r d i a n

G e o r g e F l o y d T r i a l B e g i n s ( M a r c h 8 , 2 0 2 1 )

Nearly a year after his murder, George Floyd’s trial

is set to begin in early March, as the nation (and

the world) eagerly await the fate of the Minnesota

police officers charged in his death. Black Lives

Matter protests and cultural tensions across

communities are expected. Given the global

renunciation of Floyd’s murder, Black Americans

are hopeful to see justice done.

It is important to understand that the right approach to Black History Month is to

celebrate the many contributions of and diverse cultures within the Black community as

well as its extensive history and everything that makes it unique. Yet, it is far more

critical to ensure your organization has a long-term strategy to reach, engage and

connect with Black consumers and stakeholders throughout the year. Championing the

Black community doesn’t stop when Black History Month is over, and the below

moments in time will serve as a road map for you to drive engagement in the year ahead.

A Roadmap For The Year Ahead

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02

03

01

C D C F a c e M a s k G u i d e l i n e A n n i v e r s a r y( A p r i l 3 , 2 0 2 1 )

One year after the CDC’s face mask guidelines

and the Black community is still beset with

numerous healthcare disparities and a

disproportionate vaccine rollout. As

organizations prepare for return to work (RTW).

implementing internal and external guidelines on

how vaccines may or may not be prioritized for

employees, particularly those at-risk, will be a

frontline concern for Black workers.

P r e s i d e n t B i d e n ’ s 1 0 0 D a y s

( A p r i l 3 0 , 2 0 2 1 )

President Joe Biden and Vice President Kamala

Harris’ administration is the most diverse and

inclusive to ever reside in the White House.

While Biden and Harris made bold commitments

around D&I, the Black community (and other

minority groups) are eagerly watching to see

how these new commitments could accelerate

equality in America.

J u n e t e e n t h( J u n e 1 9 , 2 0 2 1 )

Juneteenth was born from one of our country’s

darkest hours, but today it is celebrated with

family, friends and freedom. For Black

communities in America, justice has often been

delayed as we are seeing with George Floyd,

Breonna Taylor and the many more before them.

Juneteenth is opportunity to recognize where we

were as a country and where we are today in the

Black community. When done right, Juneteenth

serves as an opportunity to drive educational

dialogue with employees and leaders across the

organization.

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05

06

04

B l a c k W o m e n ' s E q u a l P a y D a y( A u g u s t 3 , 2 0 2 1 )

Last year, Black women had to work an

additional seven and a half months just to make

as much as their White counterparts did in 2019,

per Equal Pay Today Campaign. In 2021, more

conversations around pay equity, salary

negotiation and career development should be

anticipated from Black female employees. With

Kamala Harris serving as the first Black and first

female Vice President, you can expect to see a

trickle-down effect of Black women striving to

break barriers across all sectors.

K w a n z a a( D e c . 2 6 , 2 0 2 1 - J a n . 1 , 2 0 2 2 )

Kwanzaa is the annual seven-night celebration of

African American and Pan-African culture. First

celebrated in 1966, the holiday has grown to be

celebrated by millions across the world,

strengthening roots to both African heritage and

the African community as a whole. Kwanzaa is a

key cultural celebration for those in the Black

community and recognition of this holiday within

your workplace could help foster greater cultural

competency among your employees.

P E R F E C T I N G T H E I D E A L

Recognize America is Now Majority Minority. Demographics show that we are shifting to an

entirely new America, an entirely new General Market, one that isn't accounted for in current

approaches to multicultural marketing and one that is inherently culturally diverse and now

considered Polycultural. To navigate this landscape, companies must make a renewed,

continuous effort to understand culture and how it impacts everything from your frontline

employees to your board of directors in the C-suite.

Conduct 3-6-5 Engagement with the Black Community. Showing a commitment to the

community should start with a stronger stance around how your organization’s business

strategy is directly tied to diversity and inclusion. The most impactful campaigns are those

rooted in long-term allyship. If your commitments are meaningful and real, it will be easy to

show your accomplishments.

Amplify Intersectional Black Voices. Diverse voices are integral to any engagement. By

championing those who live at the intersections of overlapping systems of privilege and

oppression, companies and brands can ensure they are advocating for Black voices that are

often disproportionally impacted by societal inequalities. Go beyond Black History Month and

tell Black stories throughout the year from intersectional LGBQT+ stories during Pride Month

to Afro-Latina stories in Hispanic Heritage Month.

Build Third-Party Credibility Through Strategic Partnerships. Companies making the step

to engage the Black community long-term should consider partnering with groups driving

change, such as Color of Change, Equal Justice Initiative and the National Urban League.

Black History Month may be a month-long celebration, but brands and companies need

to commit to their programs and engage with the Black community permanently.

Communication with meaning, originating from purposeful action, is fundamental to showing

support, and those who do this right will be able to develop genuine and long-lasting

relationships.

BCW recommends a year-round approach based on four pillars:

How BCW Can Help

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BLACKHISTORY

MONTH 2021A R E S O U R C E G U I D E

P R O D U C E D B Y

A F R I C A N A M E R I C A N E M P L O Y E E R E S O U R C E ( A A E R ) G R O U P