If you’ve been clued into racial equity work you will already know there has been a growing awareness of the importance of supporting black-owned businesses. Particularly over the last couple of years. However, many white online business owners approach this issue from a white saviourism lens.
Confused? Let me explain…
When I listen to my students asking which black businesses they can support and where they can purchase products made by black people, it’s always such a joy to share the information with them. But with time I’ve noticed a trend around what supporting black businesses means to a number of white online business owners.
It’s the idea of “oh no, I have all this privilege let me help this black business that doesn’t have as much as I do.”
And please don’t get me wrong…we need your support. However, what dawned on me recently is that white people look at this as an opportunity to be the “hero” or “good person” rather than seeing themselves as a beneficiary of a great service or product.
They remove themselves from seeing the value in the product or service they are paying for by viewing the whole exchange as the “white saviour” helping keep the doors of the business open. Viewing themselves as the better of the 2 so to speak.
The problem with this kind of thinking is it perpetuates harmful ideas of white supremacy and undermines the autonomy of black business owners. Today, I’m sharing the dangers of this kind of thinking and offer an alternative approach to supporting black-owned businesses that is both ethical and effective.
The problem with white saviourism in supporting black-owned businesses:
When white people approach supporting black-owned businesses as an act of charity or tokenism, they are perpetuating harmful stereotypes and assumptions about the capabilities of black business owners. This kind of thinking reinforces the idea that black people are dependent on white people for success, which is not only untrue but also actively harmful.
Furthermore, when white people approach supporting black-owned businesses as a way to feel good about themselves or to signal their own virtue, they are putting their own feelings and desires ahead of the needs and desires of the black business owners they are supposed to be supporting. This kind of thinking is exploitative and undermines the agency and autonomy of black business owners.
The alternative approach 👉🏾 Genuine support for black-owned businesses.
To truly support black-owned businesses, it’s important to approach them with respect and a genuine desire to support their success.
Here are some practical steps for how to do that:
1️⃣ Educate yourself about the history of racism and economic exploitation that black business owners have faced and continue to face.
This will help you understand the context in which they are operating and the challenges they are up against. You simply cannot by-pass educating yourself and opting just to give your money. I often see white folks listing the black businesses they support and that is great but it’s not the alternative to learning, being informed and raising your level of racial awareness.
2️⃣ Seek out black-owned businesses that offer products or services you genuinely need and want.
Don’t just support for the sake of supporting in order to feel like you are a good person. It beats the entire purpose. This is also where your implicit bias can get in the way, thinking what could a black business offer me that would be of great value in comparison to the usual businesses I support that look like me?
There’s often unconscious bias around the value of what black people own, create, and sell. There’s a perceived notion that what black-owned business owners have to offer is of less value, it’s cheap, it’s out-dated or ghetto. This is where point 1 on being educated will help you work through your implicit biases so you can support from a place of genuine need and want.
3️⃣ Share your positive experiences with these businesses on social media and with your friends and family.
Word of mouth is a powerful tool for promoting black-owned businesses. This has been particularly true for my business. The number of clients and students who recommend my work on an on-going basis means I’m able to reach more ideal business owners and support them on their journey. Trust is established quickly because my work has been recommended by someone they know, respect and trust. Don’t underestimate the power you have by recommending the work of black-owned businesses.
4️⃣ Make the effort of building and establishing relationships with black-owned businesses.
From personal experience, this is what has made a genuine difference in my business. It’s those who have chosen to get to know me on a deeper level, check in on how I’m doing and offer advice and mentorship where they can see an opportunity to do better.
One of the biggest advantages a black-owned business can have is proximity to other successful businesses and being in the spaces learning from and with those who are building profitable and sustainable businesses. Being able to have direct access to call or message a mentor when you are stuck or simply need encouragement from someone who has gone before you makes a world of a difference.
Business can be extremely lonely but more so for black-owned businesses in the coaching industry where there’s very little representation in comparison to the number of white coaching businesses. The intentional, genuine relationships you build with black-owned businesses will make a profound difference in how they approach and do business.
Supporting black-owned businesses is an important way to promote economic justice and empower black communities. However, it’s essential to approach this issue with respect and a genuine desire to support black business owners on their own terms, rather than through the lens of white saviourism. By educating ourselves, seeking out black-owned businesses, and engaging with them as equal partners, we can support black entrepreneurship in a way that is ethical, effective, and empowering.
With Love,
Annie
How I can support you:
👉🏾 Want to build a racially equitable online business? Join the waitlist and be the first to find out when doors to my 10 week signature program REPRESENTED open in March 2024. Join REPRESENTED waitlist
👉🏾 Want to take your allyship to the next level and help your clients in the process too? Book me to come in as a masterclass guest teacher for your group program.
👉🏾 Are you a woman of colour coach needing support to grow your coaching business? I’d love to help you grow a sustainable and profitable business. Find out more and book a clarity call.
