In spite of the fraught political climate, marketers are going forward with Black History Month efforts, partnering with Black-owned brands, creators and influencers to craft deeper connections and tell more relevant stories.
At a time when the Federal government is rolling back Diversity, Equity and Inclusion (DEI) directives and many corporations are scaling back their own efforts in response to the recent executive orders, this year’s observance could be an opportunity for separating performative marketing apart from efforts that truly connect with consumers, said insiders.
“I think it’s a re-imagining. I think it’s still highlighting voices from the community, in an integral way, as opposed to: ‘Hey, look at us, we are doing this in honor of Black History Month,’” said Nicole Simpson, North American director of Diversity, Equity & Inclusion at agency RAPP. “Are we seeing a backing off of that, but still brands showing up in the space? I think the answer is yes. I think we’re still seeing the collaboration. We’re still seeing the investment. But I do think things look different.”
Retailers including Amazon and Target placed tags to direct shoppers to Black-owned brands and businesses on their websites. Amazon set up a “Buy Black Store” online where shoppers can shop products from Black-owned small businesses and read the stories behind the companies that make them. Google—which has seen some pushback when it removed several annual observances including Black History Month from its calendars—is featuring Black artists in various media in Chrome, YouTube and on Black Creators Hub.
Many companies are also leaning into content marketing and thought leadership, sponsoring research and community actions to amplify the economic power and achievements of the Black community. Intuit’s QuickBooks published the 2025 Intuit QuickBooks Black History Month Survey which highlights how Black-owned small businesses are early adopters of technology and are using tech to level the playing field.
Many marketers are forgoing traditional advertising and instead are partnering with Black creators to produce social media content and products especially for the occasion. The jeans brand True Religion is amplifying Black creators who represent the brand’s new “Own Your True” platform. Each week in February, the brand’s social channels will feature a different influencer, including designer William Bassee, WNBA stylist Amadi Brooks and celebrity hairstylist Arrogant Tae.
The beauty subscription service Ipsy partnered with the actress and influencer Gabrielle Union to curate its February Icon box, including products from her own line and those of other Black businesses. Union will also narrate a social campaign, entitled “Black Joy Is Beautiful.” Additionally, the company’s February Mystery Bags are all created around the theme of hair and featuring products from Black-owned brands.
Many marketers are also leaning into events, such as the retailer Sally Beauty, which is marking Black History Month with events for the “textured hair community.” It is sponsoring the Black Girls Matter Meetup Tour, an event series for Historically Black College and University (HBCU) students through March. This is part of the Rooted in Success experiential platform the company launched at last year’s Black History Month, which includes both beauty and educational events.
“We are always looking for new ways to build community through experiential events within our Rooted in Success platform,” said John Goss, president of Sally Beauty. In the announcement, he noted Impressions of Beauty, the organizer of the meetup, has a track record of reaching over 5 million college students. “This partnership allows us to amplify voices within the textured hair community and engage HBCU students,” he said.
“This isn’t just talk”
Regardless of the political environment, backing a safe distance away from Black History Month is not a wise choice for marketers. The Black community has significant spending power. McKinsey estimates it will grow to $1.7 trillion by the end of this decade.
And not only are Black consumers willing to vote with their wallets, many others do too, said Heidi Khaled, senior cultural strategist at research firm Collage Group. Collage’s data shows that 81% of consumers say that inclusive marketing is equally or more important to them compared to in 2020.
“This isn’t just talk; we are seeing a direct business impact of not showing up for diverse audiences,” she said. She noted a new Collage study on the current DEI pullback shows that one-third of all consumers have stopped or slowed purchasing from brands that have rescinded their DEI efforts.
“The fact is that we now live in a very diverse, multicultural America, which makes diversity important to consumers on a personal level,” said Khaled. “For consumers, this is an issue much more deeply personal than the political issues surrounding DEI; this is largely about brands relating to people and showing them that they are seen and heard, understood and appreciated.”
Khaled noted 37% U.S. consumers polled say that “all brands/companies” should include Black History Month in marketing or advertising, and 31% say they buy products released specifically for Black History Month. “Brands can’t afford to dismiss such a pivotal cultural moment that holds great significance to so many Americans,” she said.
The cultural moment in this year’s observance has been remarkable, noted Simpson. Besides big Grammy wins for Beyonce and Kendrick Lamar, Lamar’s Super Bowl halftime performance was a highlight in a game where two Black quarterbacks faced off, she said.
But marketers need to tap into that cultural moment with authenticity, said Simpson. After the murder of George Floyd in 2020, “we saw some performative work,” but now it’s time for marketing to move beyond that and make an effort to cultivate relationships and investment in the Black community.
“We have to move into true investment and an understanding about this spending power. How are we speaking to our audiences? In a real way that they can feel connected to the brand?” she asked. Messages need to communicate “the brand is being authentic, and they’re not just out for a cash grab for a celebratory month”
In the announcement of their partnership, Ipsy’s chief merchandising officer Kristy Westrup singled out Gabrielle Union’s authenticity as a key attribute that drew the brand to her. “This authenticity is something we know inspires our community, which makes her partnership with IPSY a true collaboration in both spirit and execution,” she said.
“We are at an inflection point, where we can choose to lean in and build on the foundation that we’ve been building on for quite some time, and choose real connection, choose authenticity, and pay attention to your consumer base in a real way,” said Simpson. “I think we have a moment right now to do that in a big way. And I hope that brands are stepping into that and are prepared to show up. That’s what we need.”
