Reflecting on Black History Month

This Black History Month (BHM), here at Brand By Me, we’re thinking about what this year’s ‘reclaiming narratives’ official BHM 2024 theme means, not only for our work but also for brands and organisations.

I said on my Substack that Black History Month is a contradiction. Specifically:

“Black History Month is a celebration of Black people's continued and numerous contributions and legacy in the UK. Black History Month is a tokenistic and extractive attempt to prove that the UK is not racist, and this is exhausting for many Black people.”

So what does “reclaiming narratives” mean for an anti-racist brand?

Reclaiming the narrative of anti-racism away from vague corporate DEI

In 2023, at the Brave Leadership conference, I did a talk called “Reclaiming Anti-racism” which focussed on how a lot of organisations talk about being anti-racist, but end up just focusing on diversity. Let’s be clear: boosting diversity, without shifting the balance of power is meaningless. Instead, it needs to be about understanding how systemic racism shows up within your organisation. This means actively listening to racialised employees (and then acting on what you hear - not just engaging in endless rounds of listening and mining trauma).  It means looking at pay gaps; who’s leaving the company (not just who’s coming in), who has real influence over the culture, and where the power is concentrated. This is especially important in global companies/organisations. For example, if most of the lower-paid admin or manual labour roles are filled by people from the Global Majority and/or living in Global Majority countries while “Head Office” (where most of the prestigious roles are concentrated) is based in the UK or North America (or any country that has historically been an imperialist or colonial power), such an organisation cannot claim to be truly anti-racist. 

Reclaiming the narrative is also about understanding how Global Majority employees are minoritised and/or marginalised in the workplace because of anti-Blackness and systemic racism and addressing this with real decision-making power. This could mean creating advisory boards, promoting people from Global Majority backgrounds into key roles  - note the plural here as simply recruiting one person can often result in tokenism - and revising organisational structures to include (currently) marginalised voices at every level.

Reclaiming histories that have been whitewashed and erased

In our DISMANTLE audit report, “whitewashing” and erasure was a way that racism frequently showed up in brands. Conducting audits (obviously with an expert, ahem) is a very useful way of understanding how and whether your brand or organisation is or has previously used imagery, narratives, or marketing that reinforces whitewashed versions of history.  It’s really important that origin stories and narratives around a company or organisation - especially those with long histories accurately reflect the histories of Global Majority groups.

Avoid only recognising these histories during certain times (e.g., Black History Month). Feature Black voices year-round and Black histories and culture into ongoing campaigns to ensure continuous recognition.  We can create links between history with current events by celebrating historical figures while bringing them into the everyday. The legacy of Mary Seacole, a pioneering nurse and healer during the Crimean War in the 19^th century can be great a example of linking Black British history to current events. Institutions like the NHS have celebrated her contribution by naming medical centres and awards in her honour, connecting her trailblazing work to the present-day efforts of Black healthcare workers who continue to face challenges in representation and recognition.

And remember, history isn’t just something that happened years ago – it’s being made right now, in real time. While it’s easy to talk about racial injustice from the more comfortable position of relegating things like racism, colonialism and white supremacy to the past, we must acknowledge that today’s actions are shaping tomorrow’s history. For organisations that have positioned themselves as purpose-led, speaking out about current injustices isn’t just a nice-to-have; it’s essential. Staying vocal shows a commitment to real-world impact and builds trust by standing up for what matters.

Reclaiming our achievements and celebrating them for ourselves away from the white gaze

Too often, achievements and innovations within Black communities and cultures are seen as fuel and source for extraction without credit. It’s time for brands to avoid co-opting the achievements of Global Majority communities for self-serving interests and instead facilitate spaces where minoritised and/or marginalised communities can come together in celebration. This could involve sponsoring festivals, conferences, or award shows organised by Global Majority communities, ensuring the focus is on celebrations that are authentic and for themselves, not for external approval.

A few of my favourite examples

‍The Black Talent Awards, run by Evenfields Careers which, since 2019 recognises a range of achievements by Black people in the UK. And at the beginning of the month, we WON the 2024 Small Business of the Year award. The category is awarded to a small business that is dedicated and “making noticeable progress in the way they operate. It’s a celebration of those who might be small in size, but are making a big difference.” The award itself was sponsored by Birmingham City University, a brand who are clearly keen to align themselves with Black enterprise and success - without doing so in an extractive way.

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The judges said

“Brand by Me has been recognised for our outstanding impact on diversity, equity, inclusion and anti-racism efforts. The judges were deeply impressed by their leadership, unwavering commitment to inclusivity and passion for empowering others. Tonight, we honour Brand by me as a truly deserving winner for their exceptional work in driving meaningful change.”

We’re so proud!

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Join Our Table is the initiative that eight of us Black women working in advertising, marketing, media and communications industries launched last year. Our mission is to use collective power to amplify the amazing work of Black female talent in the advertising, marketing, media and communications sectors. Earlier this month, my co-founders and I hosted an in-person ‘Lunch & Learn’ event in partnership with Campaign Live. We discussed what solidarity, community and celebration mean to Black women in our industry. This is another example of a brand providing space for Black solidarity by working with a community.

And a shout out to PRECIOUS - a community for and by Black women (and women of the Global Majority) which has been going for over 25 years. Brand by Me has sponsored the PRECIOUS Awards Creative Business of the Year category for the last 3 years (after winning the category in 2018). Sponsorship is a brilliant way for brands to celebrate and support Black communities, so what’s stopping your brand from showing up? The awards are happening on November 18th - don’t forget to buy your tickets!

Reclaiming our creativity

We’ve seen a few brilliant examples of brands working in meaningful partnership with Black creators/community organisations but it doesn’t happen enough or consistently. To make it happen, the conversation can’t start in October! Take steps to widen your organisation’s circle of contacts by partnering with experts, community leaders, and activists from Global Majority communities. And don’t exclude Black people! Organisations could lead the way on this by funding independent Black-led projects, sponsoring showcases, or partnering with great Black-owned platforms for campaigns that centre Black creators.

The Black Ballad x Garnier partnership is a great example of this. To celebrate Black Ballad’s 10th anniversary this year, it teamed up with cosmetic brand Garnier for a long-term, multi-activity partnership to celebrate and support the unique haircare needs of Black women. This collaboration further supports Garnier’s move into the Black female haircare market here in the UK, while amplifying Black Ballad’s mission of empowering Black voices and stories. Both brands stand to benefit from the collaboration.

As we wrap up Black History Month, it’s important to remember that this isn’t just about squeezing in last-minute events or expecting Black people to contribute their time and expertise for free. It’s about celebrating the year-round brilliant contributions of Black people in the UK – in culture, business, education, and beyond. And while we should honour Black history every day, that’s not an excuse to let this month pass by without action. Black History Month is a dedicated time to centre  Black voices, reflect on anti-racism progress, and continue pushing for systemic change. Let’s use this moment to keep the conversation going, all year long.

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