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BLACK HISTORY MONTH BRAND REVIEW

How big named brands are honoring Black History Month

With 84% of Gen Z saying they want the companies they purchase from to demonstrate a commitment to DE&I, as marketing around events such as Black History Month are often seen as disingenuous, performative, and at worst - offensive. However, as uncovered in Cassandra's I-Identify report, the companies that genuinely earn the support and trust of Gen Zs do more than just change their brand colors, or replace a logo on their social pages during the month of February. They are longtime collaborators on issues facing the Black community and are inclusive and intentional in their marketing and staffing. Ahead are three brands that continue to drive the narrative forward.

Image of a cell phone screen with the @blacktiktok account and bio

TIKTOK

At the start of the month, TikTok unveiled its inaugural Visionary Voices list, recognizing 15 Black creators on the app for their cultural impact on and off the platform. The honorees include social media creators, musicians, small-business owners, and educators. The list is part of TikTok's Black History Month programming, including music playlists, themed TikTok Live sessions, special hashtags for Black creators, and in-person events to celebrate #BlackTikTok.

Image of the quote “I think brands have a roll to play socially in terms of inclusion and acceptance.” by Ruth, 21, CA from the Cassandra Collective

— Ruth, 21, CA (Cassandra Collective)

Image from SiriusXM's programming, featuring bright yellow and gray text "The Power of Black Culture Redefining and reimagining the world in everything we do" over a dark black paper texture background

SIRIUS XM

While the brand showcases Black history and its influence on culture all year long, throughout February, SiriusXM unveiled a lineup of special programming across music, talk, sports, and comedy with a collection of limited-run channels and special events spotlighting the artists and other influential figures who have transformed Black communities and shaped society, art, and more. To show up where Gen Z is on the platform, they’ve optimized its TikTok radio series with special guests from the platform’s top creators.

Image of Target's mission statement that reads "Target stands with Black families, communities, and team members...

TARGET

Back in 2020, Target took the first steps in its journey to fuel growth and provide economic opportunities in the Black community. Since then, it has created a culture that invests in Black businesses and entrepreneurs year-round. Target is keeping this momentum going through Black History Month and beyond, celebrating its partnerships with Black designers and creators, historically Black colleges and universities (HBCUs), and more, building on its commitment to spend more than $2 billion with Black-owned businesses by the end of 2025.