During Black History Month, we’ll be recapping the brand and company news and trends we’re seeing when it comes to the culture, content and conversations around this important moment in time. At the end of each week in February, we’ll share a summary of what we’ve seen during the week — delivering actionable insights for your brand.
The second week of Black History Month (BHM) 2021 continued much of the momentum from last week with companies and brands spotlighting Black creators and artists, as well as announcing philanthropic efforts to support the Black community, whether through sales of specific products or donations from their foundations. However, the setting for BHM coverage isn’t all positive.The 55th “Big Game” took a central role on the cultural stage at the outset of the week, but there was disappointment over the lack of inclusivity in the event’s ads, especially when it came to the director’s chair behind the scenes. And there was controversy over Tom Brady and Tyrann Mathieu’s on-the-field exchange that spurred (since dismissed) speculation about racism on the field.
A resurgence in the discussion around the way U.S. schools teach American history was front and center this week too. In Utah, the internet exploded in a backlash over a private school’s decision (since retracted) to make Black History Month education optional. And in Wisconsin, teachers were put on administrative leave after an unapproved lesson, triggering a traumatic lesson about slavery.
This goes to show there is much work that still needs to be done as it relates to diversity, equity and inclusion. Brands and companies should be more aware than ever of the significant microscope they’re under, with more consumers proactively calling for accountability and progress when it comes to authentically centering and engaging the Black community, honoring the impact of Black history and culture and championing Black leadership, creativity and community, not only during this month, but all the time.
Media coverage continues to focus on the celebratory and educational aspects of Black History Month (BHM), while also highlighting brand contributions and initiatives that honor the month and touch on broader diversity, equity and inclusion efforts.
Other key coverage themes include:
Of all online news coverage related to Black History Month that went live in the last week, stories about a Utah school’s decision to make Black History Month optional was the most talked about news story on social media (550K+ social article reshares*). Facing an onslaught of media attention and social media backlash, the school ultimately reversed its decision.
We continue to see an uptick in company announcements in honor of Black History Month, including several campaigns where proceeds from sales of certain products will go to organizations that support the Black and/or BIPOC community.
Noteworthy Black History Month Brand Campaigns on Social Media (in the last 7 Days)*:
Other companies used this as a moment in time to share corporate or product announcements:
Here’s a short checklist when evaluating programs for your brand. As always, it’s crucial to ensure your company is living out what you’re saying publicly.
Social media users are celebrating BHM by highlighting historical Black figures that we weren’t taught about in school. The trend represents a growing push to learn about Black history in a more holistic way.
For example:
Are there opportunities for your brand to curate and share meaningful stories around how Black history is being made today beyond the familiar?
Consider ways your brand can make diversity engrained in your influencer campaigns. Be intentional in seeking authentic collaborations with influencers in the Black community and finding ways to creatively elevate their work year-round, not just during this recognition month. Below are two influencer collaboration examples of interest:
Black History Month: Coverage Sentiment (Online News and Twitter)
To date, Black History Month coverage has been overwhelmingly positive or neutral, with most coverage and conversations centered around celebration and positive actions to commemorate the month. Negative conversation, especially recently, centers around how Black history is taught in schools in America.
Source: Talkwalker, analysis of high engaging Twitter mentions and high reaching online publications in the U.S. between Feb. 1- Feb. 11, 2021
Black History Month: Coverage Topic Breakdown (Online News and Twitter)
Throughout the month, just over 45% of BHM coverage and conversations have focused on donating to organizations that support the Black Community. Whether individuals on Twitter or companies announcing philanthropic initiatives, giving back to this community is top-of-mind. Promoting Black creators and designers is also a large topic of conversation, though is there is a thoughtful undertone in many conversations reminding companies to not only support this community one month a year, also but year-round.
Source: Talkwalker, analysis of 1,600 high engaging Twitter mentions and high reaching online publications in the U.S. mentioning category key words between Feb. 1- Feb. 11, 2021
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See our previous content from February 5.
Looking for guidance on how your company or brand should intersect with Black History Month? Contact your client director or get in touch with a Ketchum communications consultant.
