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Breaking the Myth: Supporting Black-Owned Brands is Just for Black Consumers

Breaking the Myth: Supporting Black-Owned Brands is Just for Black Consumers

In recent years, there has been a growing movement encouraging consumers to support Black-owned businesses as a means of promoting economic equity and justice.

While the intentions behind this movement are undoubtedly commendable, there exists a misconception that supporting Black-owned brands is exclusively a call to action for the Black community. In reality, advocating for and patronizing Black-owned businesses benefits not only the individuals behind these enterprises but also the broader community and society as a whole.

When I started Bifties in 2016, as a holiday gift exchange (think Secret Santa), this very notion was paramount. I invited all my friends to my gift exchange, the more the merrier. Asian, South East Asian, Hispanic, Black, White, everyone! And when it came down to it, only 30 of my friends, all  Black, participated. One person actually said to me “isn’t this just for Black people?” Mind you, this is 2016. It is not easy to change that narrative. Not all products made by Black people are solely for Black people.  Buying Black for non-Blacks somehow appears challenging.

"I remember my history teacher said growing up that she went to her Black school friend’s house for lunch one day, and was curious if their peanut butter and jelly sandwich would taste different".

There is a lot to unpack there, but that is for another time. Let’s talk about dispelling the myth that buying Black is just a call to action for Black people. 

Dispelling the Myth:

  • Economic Empowerment for AllThe misconception that supporting Black-owned brands exclusively benefits the Black community overlooks the broader economic implications. When consumers choose to buy from Black-owned businesses, they contribute to the economic empowerment of a diverse range of entrepreneurs. This, in turn, fosters a more inclusive and robust economy that benefits everyone, regardless of race or background.
  • Cultural Diversity and InnovationDiversity is the lifeblood of innovation. By actively supporting Black-owned brands, consumers foster an environment where diverse voices and perspectives can thrive. This, in turn, sparks innovation and creativity, leading to a richer marketplace that caters to a wider array of tastes and preferences. Embracing cultural diversity in business ultimately enhances the overall consumer experience.
  • Building Stronger Communities: The success of local businesses, including Black-owned ones, plays a vital role in community development. As these enterprises flourish, they create job opportunities, stimulate economic growth, and contribute to the overall vitality of neighborhoods. Supporting Black-owned brands is a community-building effort that transcends racial boundaries, strengthening the fabric of society for everyone involved. Do you know that the majority of Black-owned businesses only have 1 employee? Yes, themself. In order for Black businesses to continue to scale and benefit their communities, support needs to come from all places. 
  • Promoting Equality and Social Justice: Supporting Black-owned brands is an active step towards dismantling systemic inequalities that persist in various industries. By encouraging a fair and level playing field, consumers contribute to a more just society where opportunities are accessible to all. This pursuit of equality benefits the entire community by fostering an environment that values fairness and justice.
  • Corporate Responsibility and Accountability: As consumers demand greater transparency and ethical business practices, supporting Black-owned brands can serve as a catalyst for positive change within the corporate landscape. By holding businesses accountable and encouraging responsible practices, consumers contribute to a business environment that prioritizes social responsibility, benefiting everyone in the long run.


It is essential to dispel the misconception that supporting Black-owned brands is solely a call to action for the Black community. In reality, this movement represents a collective effort to create a more inclusive, diverse, and equitable society. By choosing to support businesses owned by individuals from marginalized communities, we contribute to a flourishing economy, promote innovation, and foster social justice for the benefit of all. Embracing diversity and actively participating in the success of Black-owned brands is not just an act of solidarity but a powerful step towards building a better future for everyone. 

CTA - Dear reader, look to replace one of your household items, toilet paper, dish soap, lotion, snacks, with one made by a Black-owned brand. Support is very easy!


Warm regards,



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