Supporting Gen Z during Black History Month

Written by

Izzy Hall

Published on

September 30, 2024

Last updated

September 30, 2024

What this article covers

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In 60 seconds…

October marks the start of Black History Month in the UK.
Brands and employers must use Black History Month as a chance to amplify Black voices and shed light on important topics.
Gen Z will smell tokenistic marketing a mile off – this couldn’t be more relevant during Black History Month.

This October marks the start of Black History Month 2024 in the UK. A cultural and political event, Black History Month gives everyone the opportunity to celebrate, share, and understand the impact of black heritage and culture.

Black History Month was first introduced to the UK in 1987, thanks to Akyaaba Addai-Sebo, who came to the UK from Ghana as a refugee in 1984. Addai-Sebo's vision was to honour the history of Black people and confront the issues of racism, paving the way for a nationwide celebration of Black culture and achievements.

This year’s theme is ‘Reclaiming Narratives’ and marks a shift towards recognising and correcting the narratives of Black history and culture. In this blog, we'll be discussing what Gen Z wants to see from brands and workplaces during Black History Month and how you can undertake positive work throughout the year, not just in October.

What does Gen Z want to see during Black History Month?

Reaching Gen Z often comes down to one key metric: authenticity. During Black History Month, this couldn’t be more relevant – Gen Z will smell tokenistic marketing a mile off. Gen Z was the most outspoken demographic during BLM – and it wasn’t just a trend for them. Since then, these young changemakers continue to be the driving force behind many protests and movements.

So, in a Pion survey, we asked 1,000 Gen Zers in the UK and the US about how brands can authentically champion Black History Month.

64% (US) and 58% (UK) want brands to participate in an educational campaign
50% (US) and 46% (UK) want brands to be transparent about their DE&I policies
47% (US) and 39% (UK) want brands to post about Black History Month on social media
63% (US) and 58% (UK) want brands to commit to working with black creators year-round.

(UK and US data, October 2023)

In 2020, millions of people around the world flocked to the streets in support of the Black Lives Matter movement. Gen Z were pivotal in galvanising this: organising protests, signing petitions, using their online platforms as hubs of activism, and much more. Gen Z was the most outspoken demographic during BLM – and it wasn’t just a trend for them. Since then, these young changemakers continue to be the driving force behind many protests and movements.

How to support Black History Month

Since the pivotal events of 2020, progress has been made – but we still have a long way to go. The Black Lives Matter movement prompted many important discussions, but Gen Z doesn’t want conversations alone. They want strategies, pledges and action plans. ,

Change often starts with education – so it’s more important than ever that we learn about Black history to better understand what needs to be done in the present day.

Black History Month is a great opportunity to do so. Brands and employers must use this month as a chance to amplify Black voices, shed light on important topics and further their inclusivity initiatives.

Who’s getting it right?

The University of Bristol

Bristol is a city indelibly woven into African history. It’s ports were major players in the Transatlantic Slave Trade, with half a million Africans taken into enslavement on ships departing from the city. In 2020, this reached peak cultural significance when Edward Colston’s statue was pushed into the docks by protestors.

In 2023, the University of Bristol organised several activities and events throughout October (and beyond), including screenings of Get Out organised by the Black Students Network, an augmented reality tour of Bristol called Decolonising Memory and a ‘Paint and Sip’ event.

John Lewis Partnership

The John Lewis Partnership (home of John Lewis and Waitrose) recently announced their statement of intent for Black History Month 2024, and it sets a [truly excellent] standard.

Special mentions go to:

Sponsorship of the UK Black Business Show. This year, the Partnership will be participating in the largest Black business event in Europe, showcasing career opportunities and supporting those attendees interested in joining the company.
DE&I strategy. Working to make it the UK’s most inclusive business, the Partnership is using survey data to better understand its workforce. They also have a network of 35 champions across business promoting inclusion and celebrating diversity.
Careeer confidence workshop. A 15 week programme working to develop the self-belief and skills of ethically diverse people managers.

The Partnership also acknowledge that whilst their work takes place throughout the year, Black History month feels like ‘the right time’ to share what the teams at John Lewis and Waitrose have been working on.

The Fifteen Percent Pledge

The Fifteen Percent Pledge was developed by Aurora James in 2020, calling on retailers and corporations to commit a minimum of 15% of their annual spending to Black-owned businesses.

The Pledge encourages retailers to give their communities what they’re asking for: variety and economic equality. Led by ‘a sustainable model for long-term change’, The Pledge drives growth and progress.

Final thoughts: 5 ways to honour Black History Month in the workplace

Continuing to campaign for and champion change is, of course, the number one thing we can do (all. year. round.). Nevertheless, Black History Month provides an opportunity for reflection and learning, and there are a number of actions brands can also be taking within their own workplaces.