Honoring Black History Month

Black History Month is a month-long observance in February that honors the achievements and contributions of people of African descent to the United States. Current times also serve as a reminder of the ongoing plight for racial justice. In response to the lack of information on Black history and the accomplishments of Black people publicly, historian, author, journalist and “Father of Black History,” Carter G. Woodson founded the Association for the Study of Negro Life and History (now known as the Association for the Study of African American Life and History or ASALH) in 1915. The group declared the second week of February as “Negro History Week” in 1926 to recognize the contributions of African Americans to U.S. history. The month of February was selected to coincide with the birthdates of U.S. President Abraham Lincoln and abolitionist Frederick Douglass. Both figures were instrumental in ending slavery.

Dr. Carter G. Woodson

The week-long event officially became Black History Month in 1976 when U.S. president Gerald Ford extended the recognition to “honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.” Black History Month has been celebrated in the United States every February since.

Each year, a theme is chosen by the ASAALH to observe Black History Month. This year’s theme is “The Black Family: Representation, Identity, and Diversity,” which explores the diasporic nature of the African family – both the individual families whose members are spread out across different states, nations and continents, but also the wider perception of the African diaspora as the “Black family at large”.

At AMA PDX, diversity, equity and inclusion are at the heart of our values as an organization because marketing is for everyone. We know that we’re stronger as an organization and as a marketing community when people from various backgrounds, experiences and perspectives are included, heard and empowered. Join us throughout the month across our social media and channels as we commemorate Black History Month.

Interesting Facts:

•  48.2 million Black people live in the U.S., totaling $1.3 trillion in annual buying power, compared to $320 billion in 1990 (U.S. Census, Nielsen)

•  The state of Texas has the largest population of African Americans and tops the nation in the sector’s buying power (Nielsen)

•  87.9% at age 25 and older have a high school diploma or higher (U.S. Census)

•  Family and culture are the primary purchase influencers among Black consumers (Nielsen)

•  42% are more likely than the rest of the country to respond to ads on mobile (Nielsen)

•  96% own a smartphone and those aged 35+ surpass the total population in their age group by 2% for smartphone ownership (Nielsen)

•  48% of African American households shopped online, 11% more than the average household with most of the online purchases on health and beauty items, groceries, clothing and shoes (Nielsen)

•  58% are more likely to expect brands they buy to take a stance on social issues and 37% more likely to buy a brand when they do, up from just 4% more likely and 1% more respectively in 2019 (Nielsen)

•  African Americans donate a larger share of their income to charities than any other group in the nation (W.K. Kellogg Foundation and Rockefeller Philanthropy)