If we’re being honest, it has happened to all of us.
We’ve all succumbed to groupthink and going along with the motions. We were encouraged, persuaded, or — even better — directed to do something simply because we were told to do it. This is not always such a terrible thing until we look back on the impact of the latter. What was the purpose of doing that task? If we aren’t careful to understand our purpose, we find that we just did it. Oftentimes, it is with a lack of intention, and we find it to be just another meaningless thing we can say we accomplished. We didn’t quite see the value in doing it, yet the task is complete.
This is in fact how many Black History Month celebrations feel across businesses. The world says, “Do the right thing…celebrate!” Yet for many, it’s just another box being checked.
For myself, working for a global company recognized for its diversity had its perks. I began to question its understanding of the value of diversity when leadership asked three Black colleagues and myself to decide and execute what would be done for Black History Month at our site. This was presented in mid-January. They handed the entire task over to us and went back to business as usual. While the responsibility of its success did feel appropriately placed, the pressure to do it alone felt much like a burden, and when I think about it, the cost of carrying the task alone had already been paid nearly 100 years ago.
On February 7, 1926, Negro History Week was established by Carter G Woodson in an effort to bring light to the accomplishments of Black people in the world. He knew that the study of African-American contributions was necessary because the narrative about how we contributed to society was missing from history books. It was never intended to be only an exclusive celebration for African Americans. He knew that Black History was in fact, American history. This was just one solution to accurately document our history and ultimately help our world understand the value of diversity.
While we have successfully made Black History Month an official month-long celebration, we’ve somehow come to the place where the celebration of this American history still feels like we are checking a box to ensure it is a completed task. It is done without understanding, without intention, and without seeing the value of why we celebrate African-American contributions.
In 2021, we are challenging businesses to authentically embrace Black history.
What does an inauthentic celebration look like? I am so glad that you asked. It looks like repetitively honoring the Black trailblazers of our past on social timelines that only showcase Black faces during February. It tastes like only celebrating local Black businesses and causes to satisfy the feeling of “doing good” for those 28 days. It feels like placing the burden of its execution solely on your underappreciated, oftentimes invisible, Black employees. Companies may not know this because they may have never taken the time to understand the impact of their decisions to celebrate Black History Month because they were told it was the right thing to do. The Black History Month checklist doesn’t feel like a celebration that holds everybody accountable for understanding why we celebrate in the first place.
The good news is that we can be the change, every single day, starting today.
There are many reasons why authentic celebrations matter, beginning with the importance of diversity in our world. A business is only as successful as the people behind it and the people it serves. The numbers do not lie… It has been proven that diverse businesses see more success exponentially than those that do not have diverse workforces. According to Harvard Business Review, “Companies with higher-than-average diversity had 19% higher innovation revenues.”
Appreciation for your internal African-American contributors is where it begins. Companies are responsible for ensuring that your employees believe what you say, and appreciate that you understand the value in their existence and their work. There is nothing more tumultuous than sharing extravagant external communications during Black History Month when internally, your employees feel invisible.
The outside world can read right through your marketing, which is working against the trust you wish to build with those you serve, hindering your success. 2020 revealed this, and now businesses who claim to value inclusion are being asked to prove it through their actions year-round. There’s an invaluable benefit of being authentic with your consumers. If you can attract a diverse audience who trusts, and demonstrate that you authentically care about their needs, this is sure to bring about success in revenue, market share, and longevity. When we set these foundations, they are to not just achieve business goals, but they are certain to bleed into our society’s improvement.
We only get to win from diversity when we truly decide that we want to win. Black History Month was just one blueprint for us to push ourselves to understand, and then turn that understanding, appreciation, and value into a way of life. That means celebrating the Black history within your business. It means taking responsibility to learn more about Black contributions from March through January. It means creating space for dialogue that helps us understand what it means to be Black with those around us. It means not only standing up for Black causes when they happen in the middle of a pandemic.
When we consider authenticity, we are forced to push past the surface and question our values and character. What value is there in celebrating others’ contributions outside of my own? While I challenge you to celebrate, I want you to think deeply about this question, and get real about why celebrating Black History Month is important for your business.
May Maya Angelou’s words inspire us to lead with authenticity and not just check another box: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
The world deserves businesses that reflect the true greatness that we are capable of achieving– and that comes with first seeing and believing in the history happening every day. History is in fact, NOW!
If we’re being honest, it has happened to all of us. The good news is that we can be the change every single day, starting today.
penned by Keiona Eady
