Fashion Brands Headquartered in New York
Why a Black-British-endemic, New York-headquartered agency took Black History Calendar month global — and how brands can, too
American brands with a global presence should notation that Black History Month is as well celebrated in the U.Thousand., with other countries potentially following suit, says Claudine Moore.
"Yous are born in the U.K., so yous are British, your parentage is Caribbean, and your heritage is African, so Africa is your foundation and source. You are an African. Never let anyone tell yous any different."
These were the words of my Pan-Africanist Caribbean parents to a very immature Claudine. Then, as children do, I nodded and said "OK" and ran off to play in the Shire counties of England. The words stuck permanently and deeply, shaping how I saw myself in the world around me earlier I was even vii years old. I moved to New York City xx years ago and am now a very proud U.Southward. citizen to add together to the other nationalities I claim my own. I've too spent the last decade traveling across Africa, including living in the African mega-city Lagos in Nigeria — Black and a truly global citizen living in America, and I am not alone.
My global background is reflected in the piece of work I have done for international PR agencies, brands, and with my independent agency. Jubilant Blackness History Month focused on just Blackness American culture, always seemed not to embrace the full telescopic of who I am.
This year, nosotros decided to switch things up. We took a global arroyo to BHM by celebrating 28 cracking Blackness men and women leaders, authors, academics, activists, sports legends, entertainers, etc., from around the world. Ranging from Bob Marley to Frederick Douglas and from Marcus Garvey to Maya Angelou, we featured an inspirational quote from a renowned Black global figure by and present each twenty-four hours. While nigh leaders featured were Blackness American, we featured a significant number of international Black figures to mirror the Black American demographic that exists but is ignored past brands.
The U.South. Black population is growing in diversity, every bit highlighted past Research, and as reported in The Washington Mail. One in 10 Blackness people in the U.South. is an immigrant, and this number is apace growing. Nevertheless, American brands continue to approach this audience as a monolithic group. Campaigns targeted to Black American audiences ignore the latitude of cultures and nationalities that include Black people from Africa, S America and the Caribbean area.
The diversity within LatinX communities is best-selling, with brands understanding varying nationalities, including Mexican, Cuban, Puerto Rican, Brazilian, etc., and tweaking their outreach accordingly. It begs the question why brands practise not approach Black American audiences in the same way. Is it laziness, or do brands non know? I doubtable the reply is somewhere in the middle.
The Black African immigrant population in America tends to be more than highly educated and incorporate a large number of high-net-worth individuals, making them very attractive to brands. Some companies are kickoff to notice, and an example is the explosive growth at The Africa Channel, America's longest-running Blackness-owned independent network featuring Pan-African content. In the last 12 months, the channel has inked expanded partnership deals with Comcast, Charter, and Cox Communications, launching in 103 markets in just 12 months. Cox Communications also has plans to celebrate Africa Mean solar day on May 25, the first time the make has ever best-selling or celebrated this holiday.
American brands with a global presence should note that Blackness History Calendar month is besides celebrated in the U.Grand., with other countries potentially post-obit suit. This adds some other layer of opportunity to target Black audiences worldwide, something brands should consider seriously.
I've been able to connect these dots as I am an African, Caribbean, British, American and I represent a growing number of Black people living in America with multi-national identities. Don't ignore usa.
Claudine Moore is MD and CEO of C. Moore Media International Public Relations and an offshoot professor at New York University.
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