Don't Ask Your Black Friend
A Webinar on How to Be an Anti-Racist Brand
Tuesday, December 08, 2020
Over the last few months, companies and their employees around the country have attempted to become more active in the fight for racial equity and racial justice. However, because of the dynamics and demographics of many towns - like Asheville - and the nature of the 2020 pandemic, these efforts can happen in majority White space and predominately on social media, making them seen as performative and tokenizing. Moreover, attempts at education can put the Black people that are in "community" with these allies in positions to do inequitable emotional and (at times) physical labor. This is a dangerous cycle and it doesn’t solve any issues. It’s our hope that this course will start creating a pathway toward progress.
What We Know:
1. 75% of White people do not have non-White friends
2. Asheville is a city that is 90% White
3. This whole conversation is incredibly awkward
Everyday we talk with business owners about the difficulties of this journey. You can’t ask your Black friends to teach you because it’s offensive. You can't ask your White-alley friends to teach you because they are just as lost as you are. Lastly, on the off-chance that you have a Black friend willing to do the emotional labor with you, there is a good chance they aren’t in business and marketing and can’t help your business address these community concerns. That’s what Don’t Ask Your Black Friend is for. This is your opportunity to speak with people from the LGBT+ and Black community who understand business and marketing and also have the chance to ask questions without fear of judgement.
What We’ll Discuss:
Standard business practices and marketing techniques that are inherently racist
Liberal trends for equity that are offensive and problematic
How to “promote” your anti-racist work
How to diversify your audience and customer base without tokenization
How to navigate conversations around race
What to do if you've been called out
How to hold your partners, audience and yourself accountable.
How to maneuver and address the election results
Please consider joining us on November 10th for a conversation that is sure to bring clarity, progress and a new perspective.
This webinar was not only informative, but also easily digestible and candid. It’s a real conversation with actionable marketing techniques, necessary for any business striving to authentically reach their Black community.
Equal parts informative, reflective, and actionable. Jefferson takes seemingly nebulous concepts and values and shines a light on where and how they show up in branding and marketing. Everyone walked away with a deeper understanding of their role as professionals in this system.
It is usually hard to concentrate on Zoom but your presentation was very clear and full of learning that two hours passed so fast.
This was just what my business needed! Direct and practical, kind and honest, focused on values and pitched forward.
I felt the webinar offered a truly unique perspective on authentic inclusive business practices that could transform any business struggling with navigating the new social climate. It provided concrete and conceptual information in how to transform business from the inside out.