National Black Marketers Day is commemorated on November 16 each year. The holiday celebrates the achievements of Black marketers in America and marks the role Black culture played in influencing the marketing industry. The Black Marketers Coalition (B.M.C.) created this holiday, and they often organize events during the week leading up to it, such as fun networking and happy hour parties. Aside from the festivities, the Black Marketers Coalition also hosts monthly chats with industry insiders. They discuss trending topics with black marketers and their allies, sharing knowledge and learning from each other.
History of National Black Marketers Day
Marketing is an essential ingredient to the success of companies in advertising, client engagement, and building lasting relationships. Yet the efforts and achievements of marketers sometimes go unrecognized, a problem, especially for Black marketers. With this in mind, the Black Marketers Coalition (B.M.C.) was founded in 2019 in Atlanta, Georgia. The goal of the B.M.C. was to support black marketers countrywide, in and outside the workplace. The B.M.C. tapped into a pool of over 500 Black marketers and their allies in the U.S by promoting Black people for jobs and prioritizing solid relationships over business.
Sequoyah Glenn, the B.M.C. founder, started her career in the marketing industry as a fan service coordinator for the Jacksonville Jaguars. A lack of representation, lack of guidance from her peers, and even inequity in wages and delegation of duties frustrated her ambitions. Glenn noticed that Black businesses and Black marketers were approached — or not approached — differently compared to other companies. Glenn’s frustrations and observations drove her toward starting a consultancy that supports black businesses and businesses that want to reach Black, diverse, or underrepresented customers.
One of Glenn’s biggest inspirations in founding the B.M.C. was businessman John H. Johnson, the founder of Johnson Publishing Company, the first Black media company in America, which gave Black marketers a start in the industry. Johnson Publishing Company produced “Ebony” and “Jet.” For decades, these publications chronicled Black culture, fashion, music, politics, and more. Johnson left his mark on the industry, and his vision still lives on even after his passing in 2005. In the spirit of celebrating Black influence in media and marketing, National Black Marketers Day was created.
National Black Marketers Day timeline
“Freedom’s Journal,” the first black-owned newspaper written by, for, and about Black Americans, launches on March 16.
Robert S. Abbott establishes “The Chicago Defender,” a Black-owned media publication championing Black political activism.
John Harold Johnson opens the first Black-owned and -staffed publishing house, using a loan secured with his mother’s furniture.
“Ebony” magazine launches its first issue in November.
National Black Marketers Day FAQs
How many Black people are in marketing?
Around 6.6% of marketing professionals in the U.S. are Black.
How do I advertise for African Americans?
Support the community, show the face behind the brand, and celebrate differences while highlighting similarities.
How do you market to minorities?
To market something to minorities, avoid stereotypes, consult the experts, conduct focus groups, and sharpen your sensitivity to their cultural standards.
National Black Marketers Day Activities
Support Black businesses
Supporting Black businesses helps close the racial wealth gap, strengthens local economies, and creates job opportunities for Black professionals. Support Black businesses to increase economic prosperity and celebrate diverse cultures.
Read about the pioneers
Names like Ted Burrell and John H. Johnson may not come up in everyday conversation, but these are the people who laid the foundation and paved the way for Black marketers and professionals today. Read about them and their contributions to the Black community over the years.
Become an ally
You don’t have to be a Black person to make a positive impact. Reach out to community members and ask how you can be an ally for their cause.
5 Important Facts About Black Marketing
Black advertising agencies
It wasn’t until the 1970s that advertising agencies began catering exclusively to Black audiences, starting with the founding of Burrell McBain Advertising in 1971.
Spending and self-esteem
In the 1970s and 1980s, Burrell Communications conducted research and found that Black people buy more high-end products to compensate for low self-esteem.
Black publications fought for civil rights
Black-owned publications like “Afro” advocated for the civil rights movement throughout the 1950s,’60s, and ’70s.
Black consumers are worth billions
Black consumers are worth an estimated $300 billion.
Black consumers are still underserved
Despite their spending power and the size of the market, Black consumers continue to experience underrepresentation in banking, healthcare, food, and housing.
Why We Love National Black Marketers Day
Celebrating Black excellence
National Black Marketers Day is all about celebrating the impact of Black marketers in the media industry. The focus on their achievements isn’t limited to success in the business world, but across the community.
Creating an inclusive space
Creating safe spaces for Black marketers lets them discuss their challenges in an environment that’s not hostile or dismissive of their observations. They get the freedom to vent and propose solutions that will work for their specific cause without fear of prejudice or suppression.
Building strong relationships
The main goal of National Black Marketers Day, and the Black Marketers Coalition, is to foster strong ties within the community. Black marketers have to stick together as they continue to carve out a space for themselves in the industry.
National Black Marketers Day dates