Black Beyond Measure - Lessons on Celebrating Black History Month and Building Inclusive Cultures - Target's Story
If your organization is not majority Black-led, planning how to celebrate Black History Month can be the cause for much discussion within the office. Understanding how organizations should participate means also understanding the origin of this month and how the first days designated to celebrating the history of those of African descent came about.
“Negro History Week” was started by Carter G. Woodson who organized the week through his organization, the Association of the Study of African American Life and History (AAALH), in February, 1926. By 1930, Woodson stated his worries about how in the United States of America, nothing popular escapes either commercialization or eventually trivialization, including Black History. Woodson’s critics are still relevant for Black folks navigating inclusive messages today. When Black people recognize the marketing from a Black-owned business there is not this hesitation, but for non-Black owned businesses that create ads for Black History Month, the first questions brought up from a Black audience are: Who owns the product? and Who benefits?
In February 2020, one brand that’s trending all over my social media from Black consumers is Target’s Black History Month campaign: Black Beyond Measure. I had my first exposure to the campaign when I entered into my local Target to a half empty display in January, before the month officially even started. On the large sign entering the store, three Black women were rocking their natural hair with the words “Black Beyond Measure” printed boldly.
Photo from Target.com (https://corporate.target.com/Carousels/2020/01/black-history-month)
As a mother of a 6 year old girl who has curly hair that flies instead of falls, my eyes landed on the children’s book “Serena: the littlest sister.” The cover drawing of a young Serena Williams with curly twists and a racket in her hand was featured on the display. The book was written by a non-Black author, but the magical pull to the book was through the power of the Black woman illustrator, Monica Ahanouu. Other items including Motown classics, children books, toys, and movies all spoke to the contributions in the United States’ by our historic Black culture, which is commonly absent in most non-Black spaces. Leaving Target with only what I came for is never likely, but that day I left with a vinyl record, yet I, nor anyone that I know, owns a record player. My excitement to see myself and my daughter reflected may have sparked a bit of overreaction, sorry not sorry!
Upon walking away from the display, the questions commercialization that Woodson warned us about started to manifest.
Reviewing Target’s page, I left with the feeling that of course Target isn’t perfect, but the steps of execution felt authentic and welcoming. I don't work for Target, but the true impact of racial inclusivity begins with the internal process of including non-Black employees within an agency.
Target’s transparent process to their successfully trending campaign is listed on their website. Below are the key steps that were taken internally over time and continues to inform the company’s growth:
Five years ago, Target established the African American Business Council (AABC) that includes 1000 team members.
Target passed the power of creating the Black History Month collection to AABC, focusing on Black legacy and heritage.
AABC spent months creating meaningful events at Target headquarters to help educate and engage team members, as well as celebrate Target vendors.
Dozens of Target team members had their voices and hands included in this year’s collection, campaign, and celebrations.
Team member events are included within the campaign.
Collection is affordable and accessible with 100 products $29.00 or less.
Offered extended sizes in the seasonal-guests favs.
Offered new items to the collection.
Spotlight on Black-owned projects that are sold year-round in Target.
In Target stores, ⅓ of the products are Black-owned and over half are Target exclusives.
The faces of the campaign feature Black entrepreneurs and Black teammates.
In Target’s fifth year of intentional culture change, I am filled with hope rather than skepticism of Target’s intent for amplifying Black History Month. As a Black woman, consulting and facilitating racial equity workshops, I am extremely excited to see such a big brand nailing the process. Target’s display immediately opened my pockets that day but it is their inclusive process that will keep Black consumers continuing to say Target’s name long after February.