Hey, how about that Shea Moisture commercial that is bound to become a teachable moment in how NOT to properly court a new consumer market without angering your old market.
A lot of the anger is coming from a contingent of consumers who believe in the black centric principle of buying black.
Here’s four teachable lessons for consumers who want to practice the principle of buying black without being burned in the future.
- “Buying Black ensures that more Black people are employed,” is one of the reasons stated for why it’s important to support Black businesses.
- BUYER BEWARE: Do your homework and research the company’s hiring practices.
- Black owners may not share your values. (I.E. Blacks are REALLY not a monolith)
- BUYER BEWARE: You, dear consumer, may believe in black empowerment, collectivism, etc, but that does not mean that the business owner you are purchasing from believes in reinvestment in the community, hiring more people from the community, etc. As a “woke” consumer, it is your duty to do due diligence to discover where your dollars are likely to be used.