Planning for Black History Month: What Brands Need to Know
October brings Black History Month, and, like any major event on the calendar, BHM also offers a powerful moment for brands to engage meaningfully with their audience and those beyond. But with this, you also get the bandwagon jumpers and those brands that believe surface-level activity is what matters. Spoilers… It doesn’t and can actually do more harm to your brand than good.
So let us help you – here are 2 dos and 2 don’ts to keep in mind as you plan for this year.
✅ First, your 2 do’s
DO, understand your audience (data is always best)
Too many campaigns we’re seeing today push assumptions and broad stereotypes – it only makes those you’re trying to reach pull away from your brand.
- Understand behaviours, values and motivations, then tailor your messaging to ensure it resonates.
Nowadays, data is so accessible – if you know where to go and who to ask. Whether it’s asking the experts (that’d be us), using third-party researchers or doing it yourself, make sure you have plenty of input from the groups you are trying to reach. Understand them, their nuisances and their culture. It’s always the best place to start.
Why does it matter? When the campaign is rooted in actual data and insight, you steer away from generic and towards meaningful.
DO, co-create with communities for authenticity.
Authenticity can’t be manufactured; they’ll see straight through it… We promise.
Listen first and create later. Campaigns need to be built in collaboration with the communities you’re trying to reach, or you’re at risk of missing the mark. So, whether you’re partnering with black influencers/ creators, consulting them through the campaign development stage or pitching creative through relevant focus groups – Let them lead and follow!
Why does it matter? We see it all too often: brands do everything right, then bow out and go with their own vision, only to get it wrong. Real co-creation helps to build your brand’s credibility and long-term relationships.
❌ On to the don’ts
DON’T, treat all black audiences as a monolith
It ties in beautifully with our first DO – it’s all about understanding the specific audience you want to reach. The intersectionality of your target audience plays a key role in their behaviours, preferences, and the way they interact.
Things that can play key roles include, but are not limited to:
- Generation
- Sexuality
- Nationality
- Education
- Sex
- Age
- Heritage
In short, the way a young Black British professional may engage with your brand is very different from that of an older Caribbean community member.
Why does it matter? Quite simply, if your targeting is too broad and oversimplified, instead of reaching everyone, it connects with no one.
DON’T, only show up in Black History Month.
This should be common sense and is exactly what it says on the tin, but you’d be surprised how many brands still do it and wonder why it’s met with backlash. Or at the very least, not the results they expect.
Why does it matter? Consistency builds trust. When inclusivity is embedded into everything you do year-round, Black History Month becomes an opportunity to amplify voices rather than introduce them. Audiences already feel part of the journey and see your brand as using its platform to connect meaningfully – rather than simply showing up for commercial gain.
Bringing it all Together
Planning for Black History Month is less about the short-term commercial benefit for your brand and more about creating a long-term informed plan on how AND IF you should be reaching these communities.