Black consumers have enormous influence over fashion. Our culture has helped shape sneakers, streetwear, luxury fashion and music-driven trends for generations. Major brands know the value of that influence. They market to us, collaborate with our artists and athletes, and draw heavily from Black culture to sell their products.
But here’s the question I keep coming back to:
Why do we continue to support major brands after they disrespect us?
A company makes a decision that offends or marginalizes Black consumers. We speak out. The company issues an apology. Maybe they promise to do better. The controversy eventually fades — and we go right back to spending our money with them.
At what point does an apology stop being enough?
If Black consumers have the economic power to make these companies billions of dollars, shouldn’t that power also mean something when those same companies disrespect the community?
I’m not saying we should never buy from major brands. I’m asking a bigger question:
Why are we so quick to accept the apology — but so slow to change where we spend our money?
Because if our culture is valuable enough for these companies to market to, collaborate with and profit from, shouldn’t our purchasing power be valuable enough to demand respect?
Just something to think about.
— Doug D. Sims
Editor in Chief, Grander Media
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