Don't Ask Your Black Friend

A webinar on how to incorporate anti-racism into your marketing efforts.


Over the last few months, companies and their employees worldwide have attempted to become more active in the fight for racial equity and racial justice. However, because of the dynamics and demographics of many progressive cities and the nature of the COVID-19 pandemic, these efforts can happen in majority White spaces and predominately on social media, making them seen as performative and tokenizing. Moreover, attempts at education can put the Black people in "community" with these allies to do inequitable emotional and (at times) physical labor. This is a dangerous cycle, and it doesn't solve any issues. We 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. Only 1% of Big Business is led by Black professionals

3. This whole conversation is incredibly awkward

Every day 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 judgment. 

What We’ll Discuss

  1. Standard business practices and marketing techniques that are inherently racist

  2. Liberal trends for equity that are offensive and problematic

  3. How to “promote” your anti-racist work

  4. How to diversify your audience and customer base without tokenization

  5. How to navigate conversations around race

  6. What to do if you've been called out

  7. How to hold your partners, audience, and yourself accountable.

  8. How to maneuver and address the election results 

Please consider joining us for a conversation that is sure to bring clarity, progress, and a new perspective.

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What They Are Saying



This was just what my organization needed - direct and practical, kind and honest, focused on values and pitched forward - Wildflower Vintage


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. - Wicked Weed Brewing


As someone who doesn't know much about marketing to begin with, this webinar gave me a deeper understanding of racist and problematic marketing in general. The 2 hours flew by as all the information I was absorbing was presented in an educational but conversational tone. With this webinar, I was able to learn from lived experience and business expertise. I highly recommend this webinar to anyone wanting to learn how to grow or just improve their business in a way that is beneficial to Black people, rather than benefitting from Black people. - WestBase CoWorking

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. - Sarah Jenkins, Therapist


Attending Don't Ask Your Black Friend opened my eyes to a lot of issues within standard marketing practices that exemplify white privilege and continue to weave the narrative of systemic racism in our culture. It became apparent to me that even if my intentions are pure, I still may be attributing to racist culture unknowingly. I applaud Jefferson for doing this work in a way that is approachable and genuine. If we want to move forward with anti-racism, the material in this webinar is essential. Jefferson provides a platform of inclusive education, conversation, and challenge. - Emrie Carlton Creative


I thought the webinar was structured really well to rest on common established definitions of terminology as a basis before delving in to more industry-specific examples. The portion on Equitable Marketing and what to do when called out and the encouragement not to run from public correction was the most helpful for me. I also loved the emphasis on brand level anti-racism.Although our owner offered to pay the $75 registration fee for myself and another manager to take this course, we both felt happy to pay our own way in exchange for so much valued information and insight moving forward. - High Five Coffee


Thank you for the webinar. It was extremely insightful adding substance to an important conversation happening frequently within and around Mast Store. - Mast General Store

It is usually hard to concentrate on Zoom but your presentation was very clear and full of learning that two hours passed so fast. - International Attendee



Jefferson lays out the truth that marketing, in all of its forms, is rooted in white supremacy. He summons me as a small studio owner to begin with conviction and continually interrogate my efforts each step of the way. Becoming a more equitable, anti-racist business however big or small, requires prioritizing how I will choose to engage in the current system. He provokes me to determine how my business moving forward can reduce harm and adopt equity over efficiency and profit margin. This course is so important for any sized business, ready to do the work that is long overdue. - Juno Pottery

Don’t Ask Your Black Friend was 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. Our team members have vastly varying degrees of racial justice awareness and activism, and everyone walked away with a deeper understanding of their role as professionals in a system built on the backs of black and brown bodies. - WARE