BLACK HISTORY MONTH 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 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. - 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,