Though it’s positive to see increased awareness and support for the Black experience post 2020’s Black Lives Matter movement, ‘clicktivism’ and ‘clout-chasing’ – that ain’t it. It’s hard to ignore the brands and individuals looking to align themselves with the cause for personal gain, and this is only elevated during Black History Month, with entities flooding their channels with performative activism, only to return to regular scheduled programming the following month.
At New Moon, we’re champions for Black communities and culture, both professionally and personally, and we recognise that it’s imperative to find ways to support Blackness beyond Black History Month. While our NYC and LA Teams are celebrating the US’ official BHM during February, the UK formally recognises BHM in October. In the spirit of celebrating Blackness 365 days a year, I wanted to encourage a conversation on ensuring consistent support for the Black community and avoiding performative activism. Here are some tangible ways you can participate and understand your role in the conversation, as an individual or a business.