So we are all on the same page, Black History Month (BHM) is an opportunity for individuals, groups, and organizations to recognize and honor the amazing contributions of Black Americans to our society, and to show support for diversity, equity, inclusion, and belonging. However, there are some ways that it can be celebrated that does just the opposite of the intended effect.

While brands might and often do have good intentions at the core, they also need to be mindful of the rippling effects of their celebrations. If your company isn’t Black-owned or hasn’t a Black majority, the chances of falling prey to some of these, shall we say, less than ideal practices and well-intended blunders is much higher. How do your company practices measure up?

In this article:

• The Scale: Lawful Good vs. Lawful Evil (and what that all means)
• Black History Month Trends
• Lawful Evil: Black History Month Day
• Lawful Good: Black History Month+
• Solutions: Who is Missing at the Table?

The Scale: Lawful Good vs. Lawful Evil (and what that all means)

Referring to the Alignment Scale, which I think first became big with the popular role playing game Dungeons & Dragons (D&D), I’ve found it easier to explain the way that Black History Month trends in businesses go. So, before we get into the meat of it, let’s make sure we all are introduced to the measure.

Below, you can see the 9-point scale to determine how good or evil, lawful or chaotic your person, principle, or action can be. I’ll use the Shopping Cart Theory, which states that whether a person places their cart back into the rack rather than leaving it wherever they please determines the morality of that person. The below visual demonstrates how each of the nine categories could look in this scenario:

For the purpose of simplicity, I will be referring to only two of these nine–lawful good and lawful evil–throughout this post. I also want to acknowledge that in the following sections, I will not be judging the character of any particular companies or persons. I will, however, demonstrate how Lawful Good practices will look for a company, as well as Lawful Evil practices. With this insight, I hope to unlock a new layer of consideration and understanding for exploration. ??️

The lawful good practice sits in a position of opportunity to selflessly serve the greater good and all people. It means to increase wealth throughout society through the apparatus of the state. It fights corruption and aims to eliminate social ills such as poverty, uneven wealth distribution, injustice, abuse of power, etc. 

The lawful evil practice ruthlessly pursues an agenda using government systems to unfair advantage. It follows and encourages all to follow laws, especially ones that benefit the lawful evil practice. The aim is to increase wealth, power, influence, kudos etc. at the expense or diverted attention of anyone else within legal means. It views the position as evidence of supremacy or intellectual prowess over the “easily duped”, aka the general public.

These two types of approaches also exist within the marketing realm, and today we’re looking at what exactly lands your company’s Black History Month campaign–and zooming out, all DEIB (diversity, equity, inclusion & belonging) focused efforts–on the “good” or “evil” part of the lawfulness alignment scale.

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Black History Month Trends

You may have noticed a sharp decline in Black History Month social media posts starting, well… February 2nd. Sprinklr, a customer experience management platform used by big names like McDonald’s, Microsoft and Verizon, shared some really interesting data in 2021 about Black History Month social and outreach trends. Their data showed that Between 2020 and 2021, the amount of social media posts celebrating and recognizing BHM skyrocketed over 800%. That is a super significant increase!

That rise in awareness alone is a big stepping stone, and that deserves to be celebrated. However, the data shows that while BHM is receiving more awareness, the observance largely abandoned after an initial shout-out by the majority of brands. Conversations sharply tapering off after the first day or two of the month is problematic because it leans into optical allyship, or being an ally when it benefits the image of or exalts an individual or brand.

There is good news there, though! With all the many voices that are on the rise, it’s not a stretch to think that these incomplete gestures may be indicative of something larger at play. The signs are there, the rumbling can be heard: a lot of folks, and companies, desire to get onboard. So what’s been stopping them? Could it be fear of speaking out of turn, a lack of understanding, ignorance, or intentional image branding? What is needed to comprehend the meaning and cultural significance of this observance? What support or resources do they need to engage in effective change or joining the conversation in a meaningful way?

I am convinced that with continuing conversations and a willingness to graciously learn from mistakes, we can set up a strong foundation that is improved upon as we continue to lift one another up and hold each other to a new, better standard than yesterday’s best effort. So, thank you for taking the time to engage in this discussion–the initiative is inspiring!

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Lawful Evil: Black History Month Day

Below are some moves that your company may have made that can fall into the “Lawful Evil” category:

Action: The company made a BHM post on or about February 1st as the whole celebration.

• Why: One post, especially one that neglects to highlight the accomplishments or stories of Black folks, is shallow at best. If you sincerely want to participate in recognizing the history, explore what types of posts are meaningful to uplift up Black voices and shine the spotlight on them, not on your brand. 
• If your company is prepared to speak, be prepared to act. Doing the bare minimum can do more harm than good. 

Action: The company starts looking for a speaker for BHM for February in January. Or worst, any day in February.

• Why: Straight up? Black people are tired, y’all. Plus, waiting until the last minute to book speakers or request input sets the wrong tone about priorities, is unprofessional, and communicates a blasé attitude. Take it from social impact consulting firm Hook & Fasten founder, Deesha Dyer:

Action: The company offers BHM “promo” to benefit the bottom line. 

• Why: It’s not breaking any rules to run a promo, but keep in mind that BHM is about celebrating Black stories, not exploiting an opportunity to jump in on trending hashtags to turn a profit. One cannot coexist with the other. 
• Did you know that 1 in 5 Black Americans find Black History Month promotions offensive? In 2022, Digital surveyed over 1,000 Black community members. The beliefs that were revealed are telling: 20% don’t think brands have good intentions for holding Black History Month promotions, 21% find Black History Month promotions offensive, and the most frequent offenders are often large corporations and social media companies.

Action: The company launches a BHM campaign without consulting with diverse audiences.

• Why: While intentions are nice in thought, consequences are tangible. A poorly chosen phrase or image can cause backlash, or just as bad, annoyance or neutrality. You are written off as out-of-touch.
• Example: Silly slips like Barnes & Noble proposing a relaunch of certain classics like Moby Dick, Peter Pan, and more, but with main characters on the covers with Black faces, can get you in hot water fast. Fortunately, this campaign of “reimagined covers” was not launched. In pulling the Diverse Editions initiative, B&N said in a Tweet that “[t]he covers are not a substitute for black [sic] voices or writers of color, whose voices deserve to be heard. The booksellers who championed this initiative did so convinced it would help drive engagement with these classic titles.”

Being socially aware and celebrating cultural progress that is in alignment with your company’s values is a great way to boost your brand. But if those aims are purely optical and don’t come from a place of sincerity, potential or established customers tend to catch on. The age of the internet reviews and more everyday people having a platform to publicly spread their opinions with a few simple clicks means that news travels fast–especially scandal or bad news. (It’s true, science says so!) Just another reason in a long list of why lawful evil practices are worth avoiding.

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Lawful Good: Black History Month+

So, how to get it right? Companies need to figure out how brand platforms, influence and resources can be leveraged over the long term to build a more equitable society. A rushed Black History Month campaign may be well-meaning, but it has no place in a serious DEI strategy. Being a true ally isn’t about having good intentions — it’s about intention meeting impact.  

– Praytell People, Allyship, Culture & Trust (PACT) Team

Here are practices that your company can initiate that fall into the “Lawful Good” category:

Action: Collaborate with Black employees that are willing to share ideas on how they would like to celebrate Black History Month.

• Why: Asking Black employees for input shows that the observance is something you take seriously and is for everyone, and not an opportunity to do whatever you think is best. Also, it’s important to realize that not everyone may want to participate, and asking for participation versus demanding it is a respectful approach.  The ideas you’ll get will be dynamic, unconventional, exciting, and thought-provoking.

Action: Hold a panel with influential and professional speakers for the workplace.

• Why: It encourages healthy conversations around race, racism, and racial inequality with people that have the expertise. Booking these guests at least a month before February is a good rule of thumb, as well as year round, and other considerations are important. 

Action: Organize a dedicated DEIB day for conversations and trainings.

• Why: Honest and respectful conversations are a huge part of working together as it helps lay the groundwork for building rapport, healthy communication, and understanding different perspectives. Trainings help employees to become aware of any barriers and unconscious bias they have regarding diversity and inclusion and work to label, reduce and eliminate them. 

Action: Consult a diverse audience / dedicate a team to DEIB.

• Why: Something you think will make a great hit with an audience can also flop. Consulting with a diverse focus group or professional diversity consulting firms can help you not only avoid common mistakes for your team or your ad campaigns, they are known to help your business to grow and profit to boot. Establishing an in-house DEIB team actively puts people first and can help organize mindful and diverse opportunities and initiatives for the company..

Action: Follow through and put your money where your mouth is.

• Why: If your company hires diverse employees, addresses intolerant or biased work environments, or invests in supporting Black businesses, public celebrations are much more likely to be well-received and respected.

Action: Post social media celebrations on topics that slay! 

• Why: These types of posts shine the light on the history and instead of putting yourself on the stage, and shows respect and deferment to those with lived experiences. Some examples: Creator and Business Spotlights, “Pass the Mic”, History Lessons and Noteworthy Facts, Quote Posts, and Advocate for Change which you can read more about now at Later.

Action: Don’t stop celebrating! Observe meaningful year-round policies that support Black lives.

• Why: Although BHM is observed in February, Black history doesn’t cease to be a factor just because the world enters March 1st. Although the fanfare may be less, the principles still matter. Investigate policies and confer with other industry leaders and team members: are they biased? Do they include all or suppress some? Be thoughtful with your decisions: are you getting a 360 view? Who doesn’t have a seat?

A great question.

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Solutions: Who is Missing at the Table? 

When you’re about to close on the newest best idea before you finalize the details, it only makes sense for your company to do their due diligence. Who was contributing to the decision, and who WASN’T a part of it? Devise ways about how you can bring them on board. Think demographics like age, gender, race, income, geography and do some focus group trials. Doing so could provide really insightful results, all while contributing to your brand reputation. ?

Some organizations for a while yet may approach Black History Month as a token gesture or a way to check a box rather than making a genuine effort to promote equity and inclusion. At Fullmoon, it’s a subscription, not a one-time deal. We recognize we still have room to grow, and we’re willing to do so by trial and correction.

This year our aim was to actively engage with the spirit of Black History Month 2023 with mindfulness. We are committed to ongoing, year-round efforts to stand against injustice, eliminate our ignorance, and promote inclusion and belonging in the industry as a business, as a team, and as individuals. Let’s create a more just and equitable society, together. ??‍??