Black History Month: How Brands are Celebrating All Year

Black History Month: Brands’ Year-Round Celebration and Support.

Brands Celebrate Black History Month Beyond February: IPSY, Jack Daniels, Sirius XM Show Inclusive Efforts

Brands such as IPSY makeup subscription, Jack Daniels whiskey, and Sirius XM broadcasting are taking their inclusive marketing efforts beyond Black History Month.

The one-month approach to Black History Month marketing has not been effective in recent years as consumers have become more skeptical of brand marketing, particularly inclusivity promises made in the wake of the Black Lives Matter movement of 2020.

Consumers are increasingly interested in reaching Black men and women all year long, and marketers have adapted their focus to keep up with Gen Z, which is more diverse than previous generations. 14% of Gen Z identifies as Black, 6% as Asian, and one in four as Hispanic, according to a 2019 Pew Research report.

Black History Month Marketing That Works

Jack Daniels is in its third year of its annual Black History Month storytelling campaign, Every Legacy Has a Beginning, which highlights Black-owned businesses.

The campaign is live on the brand’s social and digital channels, with a year-round website landing page. The brand credits the campaign with reaching an audience of 15,000 visitors through the site and 5 million on Meta sister sites.

“We’re using our platform to storytell and uplift others,” said Keenan Harris, director of multicultural marketing for Jack Daniels. “We have a large brand and a large voice, and we want to use it for good to help and assist others.”

Ali Fazal, VP of marketing at Grin, an influencer marketing platform, said, “The companies that earn the support and trust of the Black community do more than just add a banner or logo to their social pages for the month of February. They are longtime collaborators and supporters of minority issues, drive the narrative forward, are inclusive in their marketing and staffing, and take a stance on divisive political discourse, even if it alienates some customers.”

IPSY is honoring Black people and Black history through its Glam Bags, which are personalized beauty products worth more than $50. The February box will feature Los Angeles-based Black artist Dime Jones and Black-owned beauty brands like Patrick Starr, Mohart, Pat McGrath, and Fenty Beauty. IPSY declined to disclose details about the financial agreements of this initiative.

Over the last few years, IPSY has focused on Black and Latinx communities and those who identify as LGBTQ+. IPSY plans to invest $30 million in these brands by including their products in Glam Bags throughout the next year. “We want to make sure all of them see themselves reflected in our feed no matter what platform they’re on,” said Tina Shim, SVP of marketing at IPSY.

Streaming services like SiriusXM and Pandora are rolling out Black History Month programming, highlighting leaders who have made a significant impact on the movement as leaders and innovators.

Sirius XM is focusing more on its YouTube strategy this year, creating content that spans across sports, Black culture, and pop culture. They are running a TikTok radio series with special guests from the platform’s top creators. “We are truly part of the culture, not just appropriating it,” said SiriusXM’s SVP of brand and consumer marketing, Kim Wilson.

The Importance of Diversity and Inclusion in Marketing

Diversity and inclusion in marketing allow diverse audiences to discover brands that align with their values, which is increasingly important to consumers.

Brands that show a full-time commitment to diversity, equity, and inclusion build a better rapport with minority communities and are seen as more authentic.

Marcus Wesson, chief diversity and inclusion officer at Inter