More Than a Moment: Marketing Lessons Rooted in Black History
Every February, Black History Month serves as a time to reflect, honor, and learn from the past. But this year, we’re doubling down. With diversity, equity, and inclusion (DEI) initiatives facing increasing backlash, it’s more important than ever to ensure that Black history isn’t treated as a checkbox, but rather as an ongoing source of lessons, inspiration, and action.
That’s why we’re extending Black History Month through March—alongside Women’s History Month—because celebrating Black excellence and impact shouldn’t be confined to just 28 days.
Throughout this series, we’ll explore the intersections of Black history, marketing, and PR, revealing how movements, leaders, and historical events have shaped the way we communicate, advocate, and build brands today. Controlling your own story, committing to equity beyond just statements, and collaborating with the right partners aren’t just marketing strategies—they’re the foundation for lasting impact.
One Black History Insight: The Negro Motorist Green Book (1936-1966) guided Black travelers to businesses that welcomed them, highlighting the need for inclusive commerce.
One Marketing Lesson: Black consumers in the U.S. wield over $1.6 trillion in buying power. Brands should recognize this economic influence and create products, services, and campaigns that are inclusive and responsive to Black consumers’ needs.
But whether brands do and will or don’t and won’t, you can ALWAYS think about building your own tables for partners of like values and goals.
From, the Underground Railroad (early 1800s) that relied on a network of people and word-of-mouth communication to guide enslaved people to freedom to 2017, Pepsi’s infamous ad featuring Kendall Jenner during BLM protests, and how to incorporate cultural sensitivity & avoid tone-deaf campaigns. We’re giving some history lessons.
Black history and culture are vast and deeply woven into the fabric of not just America but the world. The contributions of Black leaders, allies, activists, creatives, and communities span centuries, shaping industries, policies, and movements far beyond what can be captured in a single article or even an extended series. This series of articles is by no means an exhaustive account of the countless ways Black people have influenced history, business, and culture—rather, it is a snapshot of a few pivotal moments that offer valuable lessons for marketing, PR, and social impact efforts today.
By translating these historical moments into digestible, actionable insights, we aim to provide organizations and changemakers with a framework for authentic engagement, community-driven storytelling, and purpose-led branding. Whether you’re leading a social impact project, building an inclusive campaign, or striving to create real change within your industry, Black history offers a blueprint for resilience, innovation, and transformative influence (But maybe you already knew that). This is just the beginning—there’s always more to learn, more to celebrate, and more to carry forward.
STAY TUNED.