It has been three years since what many media outlets described as “the racial reckoning of 2020.” This was a time when we saw global brands from Sephora to Yelp release social responsibility statements and pledges to commit more resources to diversity, equity and inclusion in all areas of their business.
In 2023, brands continue to be held accountable by their customers—but the bar is higher.
Fifty-three percent of consumers say brands that issue statements in support of racial equality need to follow it up with concrete action, according to an Edelman report. The same research found that 42% of consumers have started or stopped using a brand because of its response to protests against systemic racism and racial injustice.
With their most significant stakeholders keeping an eye on them, many brands have maintained their commitment to combat racial injustice. They have also focused on strengthening their relationship with the Black community by partnering with Black creators and influencers and investing in Black talent to incorporate into their marketing campaigns.
In the process, cultural moments like Black History Month and Juneteenth have become a time of high demand for Black creators. While these celebrations of Black culture are essential, Black creatives are challenging brands to think beyond these moments and collaborate with them year-round. Some brands are leading the charge by creating initiatives and campaigns centered around content creation, storytelling and featuring Black talent.
3 brands working with Black creators beyond Black History Month
1. HOORAE
Late last year, HOORAE—a media company led by Issa Rae—announced its partnership with Walmart: The Black & Unlimited Digital Development Program. Nine Black creators were selected to amplify their content creation efforts by providing them with resources, tools, courses, and access to a network of executives to learn from. Additionally, each creator was offered a $10,000 stipend “to offset pay inequities traditionally experienced by Black creators and help them focus on limitless discovery and creation,” according to the company’s press release.
I’m so excited to be a part of the #BlackAndUnlimited Digital Development program! Shout out to @hooraemedia and @walmart. ✨ #walmartpartner pic.twitter.com/wm6ycmqEaJ
— Lil Sous Vide (@bleuxichiro) December 1, 2022
Collaboration between brands and Black creators is not just about visibility, but a powerful means of fostering authentic representation while driving meaningful change. Combining creative insight with mutual respect can create impactful campaigns that resonate beyond superficial optics.
Collaborating with Black creators presents a tremendous opportunity for brands to not only boost their authenticity and representation but also tap into the diverse perspectives, cultures that they embody. This partnership fosters mutual growth while honoring cultural diversity.
Collaborating with Black creators presents brands not only an opportunity to broaden their audience but also a chance for authentic dialogue and representation in the markets, fostering deeper connections.
Brands can positively impact their diverse customer base by fostering authentic collaborations with Black creators, who offer unique insights and add a layer of authenticity to campaigns that reverberate beyond the ordinary.
