Black Representation Matters in Media

As Americans wrap up another voting year, it’s an opportune time to remember why we exercise our privilege to vote. Choosing a candidate often feels deeply personal as we seek someone who truly represents our values and understands our needs — someone who “gets” us — because representation is important. Authentic representation matters greatly for all communities, and especially the Black community. During Black History Month, our CultureBeat team would like to take a moment to focus on the importance of how representation of the Black community shows up in the media.

The recent and growing trend of diminishing investment in Diversity, Equity, and Inclusion (DEI) has fueled skepticism about the sincerity of brands that sometime during 2020 showed what was perceived to be a sudden or heightened interest in DEI. Today, brands’ actions, or lack of action, are being closely scrutinized to determine whether their efforts to cultivate allyship with the Black community were ever genuine. Those brands with longstanding initiatives, who have pushed back against giving up their efforts, are well-respected by the Black community. We would be remiss as multicultural experts to not shout out KUDOS to a few of those brands that continue their commitment to DEI: Costco, Apple, Ben & Jerry’s, and e.l.f. Beauty are among them.

The rich, diverse culture of the Black community is something that they are extremely proud of, and they love when brands use media to acknowledge, celebrate, and show their appreciation of them. When this representation is done right, it encourages and validates their choice to place their loyalty with these brands. Successful marketing efforts start with a deep dive into the reality of this cultural group to ensure that their voices are heard and respected. Authentic representation in the media shows respect for the community and acknowledges the significant purchasing power their dollars have on goods and services. Nielsen projects that in 2025, the Black community will achieve $1.98 trillion in buying power. Black Wall Street is reporting an expected growth to $2.5 – $3 trillion by 2030.

Here are some guidelines that your brand can use as you try to authentically represent the Black community:

Celebrate and Share Stories During Black History Month

• Black History Month is an ideal time to call out both well-known and lesser-known historical Black people and their contributions. It positions your brand as a researcher, a teacher, and an appreciator of Black culture.
• As the Black community becomes increasingly more knowledgeable and studious about their own history and contributions to the world, they take pride in the impact they’ve had on the day-to-day lives of so many people, from the invention of the traffic light to laser treatment for cataracts. Consider using some of these inventors’ stories as inspiration for youth and adults who currently navigate life in the hope of making significant contributions to our world someday. Showcase Black role models as role models for all cultural groups not just those members of the Black community.

Highlight the Many Shades of Black Identity to Encourage Respect and to Eliminate Stereotypes

• The Black community is diverse, meaning a diversity of identity, region of origin, and even some cultural practices—all of which significantly contribute to the richness of the culture. See our  e-book for more detail.

Embrace the Concept of Black Joy

• The Black community is proud of its rich heritage. This can be depicted via family gatherings around the Sunday dinner table or holidays, through dance, through indulging in luxury and self-care. Despite the things that may be going on around them in the world, the Black community is both a resilient and joyful group.

As we reflect on the significance of representation, especially during Black History Month, it’s important to continue this conversation beyond just a designated time of year. Embracing the diverse narratives within the Black community and promoting genuine representation in media are essential steps toward building a more inclusive society. Brands and individuals alike have the opportunity to champion these efforts year-round, learning from the past and inspiring change for the future.

Our CultureBeat team invites you to join us as we aspire toward a future where every community is seen, heard, and valued. We eagerly look ahead with hope and determination. May the lessons of history guide us, and the promise of what lies ahead inspire us. Here’s to a future where authentic representation thrives, and everyone has the opportunity to share their unique stories.