How Effective Are Black History Month Campaigns?

As the month of February marks the historic celebration of Black History and Black culture, globalized brands and companies, including Bath & Body Works and Amazon have often released statements standing in solidarity with the community, or have found unique ways to market their brands/ black creatives during this month.

Target, which has an expansive audience around the globe has continued with its Black History Campaign “Black Beyond Measure. “

The company’s campaign highlights and showcases black businesses and designers throughout the month of February. As featured on the website, “Celebrate Black History Month: Target.”

In addition to this year’s campaign, HBCU Students were also allowed to participate in an HBCU design challenge, where their designs would be featured in a collection in-store and on the store’s website.

However, this prompts the question, how effective are these black history month campaigns?

This year, Target found a unique way to showcase talent from students at Historically Black Colleges & Universities (HBCUs). But, last year Target faced an extensive amount of criticism from the 2021 Black History Month campaign: Target’s Black History Month Merchandise Faces Backlash: ‘Pain, Suffering and Stereotypes’ (newsweek.com)

With an attempt to “honor” and celebrate this important month for the Black community, some of the apparel and work that was featured in the collection rubbed some consumers the wrong way, as was featured in the article from Newsweek.

While it is nice that companies are trying to do a better job of showing love to black creatives, this does lead many to wonder if this is out of genuine desire for diversity or just for  profit? While creatives are given access and privileges to use Target’s platform for this month, who does this really help more? Is this just profit for Target or an actual celebration for black creatives and designers?

Some companies have made the mistake of believing that releasing a Martin Luther King Jr. quote or statement about equality for all would be the satisfactory fix for the month.  Target showcased more than just clothing apparel from famous designers, but also from designers that share the unique perspective of students at colleges that were made for and contribute to the success of black people.

Black History Month is not a month to profit off of the creativity and innovation of black people, but it is a month to highlight all of the pioneers, educators, and changemakers that make this country what it is today.

Without black people, this country would not be half of what it is, and that alone should be the intent and message that companies worldwide, including Target, emphasize when trying to market and capitalize off of a month solely dedicated to the greatness of black people.

Black History Month is not a month to profit off of the creativity and innovation of black people, but it is a month to highlight all of the pioneers, educators, and changemakers that make this country what it is today.

Without black people, this country would not be what it is, and that alone should be the intent and message that companies worldwide, including Target, emphasize when trying to market and capitalize off of a month solely dedicated to the greatness of black people.