SMPL Q+A: Honoring heritage months

Black History Month marked the beginning of U.S. heritage months. When observed authentically, these months can celebrate a community. On the other hand, when observed inauthentically, they can be performative, misrepresentative, ignorant, and—oftentimes—offensive.

To discuss the role of brand in observing heritage months throughout the year, we asked several of our expert brand builders, “How should brands honor heritage months?”

“There’s no shortage of demands for our attention, so when it comes to observing heritage months, make a plan that’ll move the needle for your audiences and execute, or don’t bother. Box-checking with content that’s lackluster or indistinguishable from competitors—whether for market-share or mind-share—adds “noise” without adding value.

Consulting firm Booz Allen provides an example of how to do it right, by increasing the tempo and specificity of year-round strategic DEIB-focused communications and events during Black History Month. Their Unstoppable Together summit for promoting equity takes place annually in February, generating content put to good use all year.”