Big companies like Walmart, Macy’s, Target, and Dollar Tree are marketing to Black consumers for Juneteenth and for Black History Month, leaving many Black consumers wondering who benefits. Is Juneteenth ice cream our “40 acres and a mule”? Are the companies practicing diversity, equity and inclusion (DEI)? Do Black communities get a portion of the proceeds made off the backs of Black consumers? Will all Black consumers be treated fairly in stores? It seems like some companies are getting it right, and have listened to our complaints over the years. Of course, there’s still work to do.
Walmart’s Juneteenth Ice Cream
Across my social media feeds, people are talking a lot about the Walmart Juneteenth ice cream, and about other times big companies marketed to Black consumers.
Many are upset, and as a Black person I can understand the initial shock and disgust. Slavery is officially over and red velvet and cheesecake-flavored ice cream seems like a way to celebrate that?!
Honestly though, to me, Walmart didn’t get it wrong.
- The design includes the Juneteenth flag and pan-African colors.
- Red velvet and other red-hued foods and drinks are absolutely a part of Juneteenth.
- The verbiage on the ice cream includes the word “emancipation.”
Many of us are asking, how will this ice cream benefit Black people? Is it money we as Black people need, or is it actual diversity, equity and inclusion (DEI)? I think we need both.
Macy’s Black Greek Sorority Line
Macy’s recently released a line of clothing geared toward members of Black Greek letter sororities. This is after one of the the company’s directors and buyers, WyQuasia King-Thomas, a member of Zeta Phi Beta, said she had trouble finding attire in the sorority’s colors — royal blue and white. The line now also has clothing for the other three Black Greek letter sororities, in salmon pink and apple green; crimson and cream; royal blue and gold. Macy’s is donating $1M to the sororities’ foundations.
Both Walmart and Macy’s, Doing The Work
Macy’s Has Been Doing the Work, Long Before 2020
The money Macy’s is donating isn’t contingent upon sales of the sorority-themed line. It’s $1M, period. Macy’s also launched Icons of Style, where five Black designers got to launch new lines in stores. The company’s fashion office VP, Durand Guion, is Black. Their director of external communications, Sheikina Liverpool, is Black. Surely there are far more Black people in executive roles there.
Walmart Shows Much Promise, at Least Regarding DEI
Proceeds from Walmart’s Juneteenth ice cream sales would be laughable, even offensive. But since 2020, Walmart has been intentional about hiring Black people, including Black suppliers, working with HBCUs to recruit and train talent, etc. They also made a five-year, $100M commitment to philanthropy that will help advance racial equity and eradicate systemic disparities.
“As part of a multifaceted strategy aimed at advancing racial equity announced on June 5, 2020, Walmart and the Walmart Foundation made a five-year, $100 million commitment to create a new Center for Racial Equity within the Walmart Foundation. The Center directs the $100 million in philanthropy to support initiatives that complement and extend the societal impact of Walmart business initiatives to advance racial equity within the national social systems of criminal justice, education, financial and health.”
“The Center’s initiatives will fund research, advocacy, innovation of practices and tools,
-BETTER TOGETHER: Culture, Diversity, Equity & Inclusion 2020 REPORT
stakeholder convening, and non-profit capacity building. The center will focus on eradicating
systematic disparities experienced by Black and African American communities in the
United States. The work of the Center extends the overarching philanthropic work of
Walmart.org, which seeks to embed equity into all its investment portfolios.”
Target and Dollar Tree
Target Seems to be Getting it Right
Target made Juneteenth an annual company holiday, and is working with Black entrepreneurs.
“REACH has made significant progress, including a commitment to increase the representation of Black team members by 20% over the next three years, a commitment to spend more than $2 billion with Black-owned businesses by the end of 2025, the establishment of Forward Founders to help Black entrepreneurs grow and scale their businesses and the launch of the Target Scholars program to support students at more than a dozen Historically Black Colleges and Universities with scholarships.”
-Target 2021 Juneteenth Fact Sheet
Dollar Tree? Not so Much.
Dollar Tree has Juneteenth party supplies, and that’s all well and good but I don’t see anything but fluff on their corporate page about what they are doing with diversity, equity and inclusion. Dollar Tree is one of my favorite stores, but they absolutely thrive on marketing to every person for every occasion: Pride, breast cancer awareness, Dia de los Muertos, etc.
“Our organization has a cascading impact on all of the communities we serve, from our associates and their families, to vendors, suppliers, and the millions of households who rely on our convenient store locations to get the products they need at great value. With the support of our newly created DEI Executive Council, we are focused on embracing our differences, ensuring fair treatment, and providing equal access to opportunities and resources.”
“Our Company is firmly committed to creating a positive and professional work environment where all associates demonstrate courtesy, dignity, and respect for others. We are committed to fostering an inclusive environment where the individual differences among us are understood, respected, and appreciated as a valuable source to strengthen our Company. These principles are supported by our commitment to being an Equal Opportunity Employer with anti-harassment, nondiscrimination, and non-retaliation policies.”
“Doing the right thing is fundamental to creating and sustaining an effective, organizational value system. Demonstrating ethical behavior towards our customers, communities, and each other is essential to our sustainability. Our Company is committed to equity and inclusion and we will not tolerate racism or discrimination in any form.”
“I stand in unity with our associates, and together, we can drive an inclusive culture that continuously strives for better and equal outcomes for every life we touch.”
-Dollar Tree 2020 Annual Report
My Recent Explanation of DEI, to a Job Recruiter
As you may know, I’m looking for a copy editing job and am interviewing with a publication I absolutely trust and love and always have and will. A dream job, dream publication. The manager of talent and culture asked me in an interview, what DEI meant to me. I basically said what I’m saying in this post.
It’s more than throwing Big Freedia on the cover of your magazine; more than a sprinkle of “African” design in your layout; more than a yaaassss queen in copy. It’s actually going out of your way to listen to your Black employees, to hire them for more than street cred, to figure out ways to help their communities. It’s infuriating when you do the former without the latter. And the former is useful too because it helps people learn about these celebrations, organizations, history, etc.
What Do Black Consumers Want from Marketing?
I can’t speak for all of us, but like I said before, we like being able to conveniently buy clothes for our events; get decorations for our unique celebrations; support Black entrepreneurs without having to make special trips. And as many have said, we were already shopping at these stores. It’s just now there are marketing campaigns clearly working to get the dollars of Black consumers, and that can feel a little weird. As long as these companies actually work to benefit the Black community, I think their efforts will be mostly appreciated — less those who love to get up in arms before doing a little research.