How Black-Owned Brands Can Thrive in Changing Markets
Finding the Missing Piece: Black-Owned Brands in the Post-DEI Jigsaw
20 min read
In an industry where Black-owned brands try to be over corporate buzzwords “celebrated” during February only to be forgotten by March, the post-DEI time presents a chessboard where the rules keep progressing mid-match. Are Black entrepreneurs still the knight in this retail game, or have they been quietly shuffled back to pawn status?
The Unreliable and quickly progressing Circumstances: Black-Owned Brands in the Post-DEI Time
Once upon a time—specifically in the heated summer of 2020—Black-owned brands were given a golden ticket to mainstream retail. Sephora, Macy’s, and other giants vowed to increase representation, dedicating shelf space and marketing muscle to these businesses. But fast forward a few years, and some of that momentum is flickering like an overworked store neon sign.
The Black Lives Matter movement ignited a retail reckoning, and major corporations scrambled to take part. Suddenly, being “Black-owned” evolved into a worth proposition. But as we move into a post-DEI circumstances, where political pressures and economic downturns are progressing the focus of corporate responsibility, brands must figure out how to stay on-point past performative gestures.
Which Retailers Are Doubling Down contra. Backing Away?
Corporate Commitments to DEI: Who’s Still In the Game?
Retailer
Initial Commitment
Current Status
Target
Pledged $2 billion for Black-owned businesses over 5 years.
Has reevaluated partnerships, creating mixed results.
Walmart
Launched the Black & Unlimited initiative.
Still operational, but with lower visibility.
Nordstrom
Partnered with Black-founded brands for increased shelf space.
Expanding initiatives, bucking the trend.
Whole Foods
Increased offerings of Black-owned food brands.
Scaling back amid new corporate policies.
Although some retailers continue investing in varied brands, others have quietly slashed their support or shifted focus to a more generalized “small business” approach. For Black-owned companies, this means learning how to pivot before they find themselves phased out of the corporate approach.
How Black-Owned Brands Can Do well Without Big Retail
Expand to Direct-to-Consumer (DTC) Markets
Major retailers can be fickle partners. Your best shot at sustainability? Selling directly to your customers via online platforms like Shopify, Amazon, and your own eCommerce site.
Exploit with finesse Social Media & Community Support
Platforms like Instagram, TikTok, and Pinterest act as free billboards, strengthening your reach. Meanwhile, local partnerships can ground your brand in authenticity.
Employ Alternative Retail Channels
Pop-up shops, farmers markets, and specialty stores often give more consistent revenue streams than long-established and accepted corporate partnerships.
DEI Controversy: Lifeline or Corporate Checkbox Exercise?
Diversity initiatives have always had critics—from skeptics who question their business necessity to politicians who see them as tools for division. In the post-DEI time, some argue that these programs were never designed for long-term support but rather short-term PR wins.
“DEI programs were meant for systemic advancement, not feel-good marketing campaigns. But when the news cycle moved on, so did many companies.” — noted our video assistant recently
What's next for Black-Owned Businesses: Growth or Retraction?
Situation 1: DEI shifts toward equity-based models, integrating minority-owned businesses in long-term strategies.
Situation 2: Brands adapt by carving out independent success through direct-to-consumer markets.
Situation 3: Retail continues to move away from DEI, forcing Black entrepreneurs to rely on community-driven movements instead.
FAQs: Your Questions, Answered
Are retail diversity programs dead?
Not dead—more like undergoing a corporate rebranding process.
What’s the best way to navigate the changing landscape?
Control your destiny with diversified sales channels and direct relationships with consumers.
Are consumers still looking to support Black-owned brands?
Absolutely. The key is maintaining visibility and authenticity, ensuring support remains consistent year-round.
Categories: Black-owned businesses, Retail strategies, Economic discoveries, Community support, DEI discussions, Tags: Black-owned brands, DEI initiatives, retail strategy, business growth, entrepreneurship, consumer support, market trends, community engagement, direct-to-consumer, sustainability
Disclosure: Some links, mentions, or brand features in this article may reflect a paid collaboration, affiliate partnership, or promotional service provided by Start Motion Media. We’re a video production company, and our clients sometimes hire us to create and share branded content to promote them. While we strive to provide honest insights and useful information, our professional relationship with featured companies may influence the content, and though educational, this article does include an advertisement.
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