Dismantling The System By Supporting Black Businesses
It is not enough to not be racist, you have to actively be anti-racist – You’ve probably heard that sentence a lot in the past few months. Part of being anti-racist is actively contributing to dismantle systems that are designed to keep us down, actively supporting Black communities and that includes supporting black businesses. In Episode 10 we talk about all things Black Businesses, the scrutiny and pressure they face, and the need to work twice as hard to get half as far.
The sad reality is that, more often than not black businesses are judged more harshly than other mainstream businesses. Whether it’s a delayed order, miscommunication or questionable customer service, people are quick to head over to the Internet to name and shame, essentially hindering these small companies’ growth and reputation and consequently denying them a chance to make mistakes and grow. An effective marketing tool for any business is word of mouth, however this word of mouth strategy becomes more imperative for small, black businesses when trying to establish buyer’s trust and loyalty.
When a business’ mishaps are exposed on the internet in order to feed into the cancel culture narrative, automatically customers become hesitant and lack confidence in supporting that business. These issues are undeniably inexcusable in establishing the expected customer service experience. However, what is problematic is the unequal energy exerted at these companies. There is a sense of urgency to see the downfall of such businesses in comparison to their transnational counterparts.
We have seen this in response to the public controversies of fast fashion brands such as PLT, Boohoo and Fashion Nova, with allegations ranging from running sweatshops to modern day slavery. We must question why it is acceptable to turn a blind eye to such controversies, and understand why we should continue to support such businesses despite the enormity of the claims - particularly considering the uproar which would be taken if it were a small black business facing such claims.
It is clear, although contentious, that the public have chosen to separate the ethics of a brand from their products. It is a customer’s love for a brand’s product which keeps them coming back. Through this, a permanent and loyal relationship that is created. Yet, black businesses are denied that opportunity; for them, mercy and second chances are denied. This essentially gives these small black businesses the added pressure of having to work harder to inaugurate a respectable brand for themselves, and to live up to the unrealistic expectation of perfection.
Black businesses are going to remain Black businesses so far that this system prevails.
In order to completely grasp this, we are forced to question why in fact there is a label added to Black business. Why is it not simply a business? Is there a need to separate race from business? Transnational corporations are not defined by their race so why should black businesses be referred to as being Black-owned as part of their brand? Identifying as a black owned business successfully gives credit where credit is due. It is also an effective advertising technique to appeal and attract the black demographic particularly with the rise and acceptance of the black lives matters movement. There is an increasing desire to support black owned businesses. In a world where there is an abundance of businesses selling and promoting the same things, we have the opportunity to recognise excellence and set businesses apart. It is crucial to acknowledge that identifying as a black business does not make it exclusive to black customers. The same quality and greatness should be appreciated by all customers.
Such identification is particularly significant for the black community who feel that they are not appropriately represented to have a place in the market and celebrate their culture. The beauty of this is that the buyer gets items which are valuable due to the distinctive character they bring, whilst also providing a service to their communities. This is important given the controversial campaigns in the past, which target communities in an insensitive manner and have resulted in the situations like blackface. This is an opportunity for black businesses to control the narrative.
By investing in black owned businesses, you consciously reject corporate discrimination and consequently empower black owned businesses to put in place equitable procedures and practices.
Another reoccurring topic of conversation relates to pricing. In an increasingly globalised world of fast fashion, we have grown to expect discount codes and never-ending-sale-seasons. This has inevitably altered are expectations when it comes to the price tags we consider reasonable. We need to recognise that it’s more than the item being bought: it’s the brand, the message and the craftsmanship. All businesses started somewhere; perhaps we need to be less critical and more supportive for small black businesses as the impact of their presence transcends to opening opportunities and breaking barriers on many levels. In this episode we spoke to the owners of a black owned fashion street wear brand Dalageen (@dalageen_sdn) where they share their journey, the highs and lows of being a small business and more, giving us perspective into their world.
Hold yourself accountable by extending your allyship to supporting local black businesses.
Tune into Episode 10 to hear more on what we discuss about supporting black businesses on Spotify, Apple Podcast and more. Follow us on Instagram @Peasinapodcastt to join the discussion.
