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Home , Black History Month, Juneteenth

2021

A RESOURCE GUIDE PRODUCED BY

AFRICAN AMERICAN EMPLOYEE RESOURCE (AAER) GROUP CONTENTS

Page 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 CONTACT

To learn how BCW and AAER can help you Page 12 connect with Black consumers and A Road Map For The Year Ahead stakeholders, contact: DEI: [email protected] Media Relations: Sabrina.Browne@bcw- Page 14 global.com How BCW Can Help Polycultural Consulting: Four pillars to guide your year-round [email protected] engagement with the Black Public Affairs: [email protected] community Brand Strategy: Thomas.Bunn@bcw- global.com

- 0 1 - Overview

Black History Month was officially recognized in 1976 by President as a celebration of the achievements of African and their role in U.S. society and history. But Black History Month in 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 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.

- 0 2 - 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.

- 0 3 - 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.

- 0 4 - Key Missteps

As 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.

- 0 5 - The Black Community At-A-Glance

Black 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.

In 2019, Black In 2020, 48% of Blacks are now 58% more buying power stood Black households likely to expect the at $1.4 trillion, a shopped online, 11% brands they buy to take a 48% increase since more than the social stance and 37% 2 0 1 0 . average household. more likely to buy a brand when they do.

A b o u t In a typical week, Radio too has one in six Black almost half (49%) of remained a trusted workers are Black podcast channel for news and front-line- listeners spend information for industry workers. about 1 to 4 hours Blacks, reaching 98% listening to podcasts. of them every month.

- 0 6 - Economic Impact of COVID-19

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.

- 0 7 - Black Voices and The Media

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.

- 0 8 - Navigating The Black Media Landscape

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.

5 Tips to Navigate 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.

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 them.

- 0 9 - 10 Black Reporters To Know

Donovan X. Ramsey I d a H a r r i s D.L. Chandler R e p o r t e r Culture Reporter Senior Editor The Los Angeles B l a v i t y Hip Hop Wire T i m e s

Abby Phillip Arianna Davis Astead W. Herndon A n c h o r Digital Director Political Reporter CNN O, The Oprah M a g a z i n e

Kara Jillian Brown K C I f e a n y i Keyaira Boone Health News Writer R e p o r t e r Lifestyle Reporter Well + Good Fast Company Essence Magazine

Y o m i A d e g o k e Pop Culture Reporter

- 1 0 - A Roadmap For The Year Ahead

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.

George Floyd Trial Begins 01 ( March 8, 2021 ) 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.

CDC Face Mask Guideline Anniversary 02 ( April 3, 2021 ) 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.

President Biden’s 100 Days 03 ( April 30, 2021 ) President and Vice President ’ 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.

- 1 1 - J u n e t e e n t h 04 ( 19, 2021 ) 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.

Black Women's Equal Pay Day 05 ( August 3, 2021 )

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 06 ( Dec. 26, 2021 - Jan. 1, 2022 ) 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.

- 1 2 - PERFECTING THE IDEAL How BCW Can Help

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:

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 .

- 1 3 - BLACK HISTORY MONTH 2021

A RESOURCE GUIDE PRODUCED BY

AFRICAN AMERICAN EMPLOYEE RESOURCE (AAER) GROUP