Impactful or Performative? Getting Black History Month Right

Born in 1875 to formerly enslaved parents, Carter Woodson would go on to become the second person of African descent, after W.E.B. Du Bois, to earn a PhD at Harvard University. In 1912, Dr. Carter Woodson defended his dissertation and was awarded a doctorate in history by the prestigious University. He was largely excluded from the inner sanctum of the uniformly white academy and, as such, recognized the need to support scholarship on Black history and Black historians. His career included faculty positions at Howard University and other historically black colleges and universities (HBCUs), as well as prodigious scholarship on the African diaspora in America. He devoted his life to historical research and worked tirelessly to preserve and document the history of Black Americans. However, the accomplishment for which he may be best known is the establishment of Negro History Week in February 1926. And, since 1976, every US president has recognized February as Black History Month.

As we celebrate the centennial of Black History Month, I want to reflect on what this means in the context of corporate culture. What began as a crucial academic effort to acknowledge the contributions of Black Americans has become a significant touchstone for American companies. Integrating Black History Month into corporate culture offers both opportunities for meaningful progress and the risk of purely performative gestures. 

The defining feature of a performative initiative is a focus on external signaling. This includes changing social media and website logos to feature a Pan-African flag, issuing generic diversity messages, or hosting celebratory events without deeper meaning or engagement. These actions can seem positive on the surface, but they lack the substance needed to address systemic issues. Such approaches can alienate employees who witness these public displays, in contrast to the realities of corporate inequity.

Rather than merely celebrating historical figures, self-aware companies use Black History Month to scrutinize their own organizational health. This means sharing data on Black representation across all levels, pay equity metrics, and retention rates. An honest assessment builds trust and demonstrates a commitment to genuine improvement.

 True impact moves beyond mentorship, which offers advice, to sponsorship, which actively advocates for career advancement. Companies can implement programs that pair high-potential Black employees with senior leaders who commit to navigating cultural roadblocks, building equitable systems, and championing promotions. Investing in leadership development for Black professionals ensures a pipeline of diverse talent.

Corporate influence extends beyond internal policies. Influential organizations commit to significant and sustained partnerships with Black-owned businesses. This isn’t about one-off purchases. Rather, it is about integrating Black-owned suppliers into long-term procurement strategies for everything from technology services to consulting. This directly contributes to wealth creation and economic equity within the Black community.

While celebrating history is important, initiatives that delve into the ongoing impacts of historical injustice and systemic racism on the contemporary workplace are measurably more compelling. The goal is to foster a psychologically safe environment where employees can learn and grow.

Black Employee Resource Groups (ERGs) often bear the brunt of organizing Black History Month activities. Forward-looking companies provide these groups with substantial budgets, dedicated resources, and formal recognition (including compensation or performance credit) for their invaluable contributions to company culture and DEI efforts. They also ensure that such efforts are cross-organizational and not limited to the ERG.

Black History Month offers a powerful opportunity for corporate culture to demonstrate a genuine commitment to its Black employees and the broader community. By shifting from superficial celebrations to strategic, transparent, and financially backed initiatives, companies can ensure their actions have a real impact, fostering an environment where all employees not only feel seen and valued but are also empowered to thrive year-round. It’s about building a legacy of equity, not just observing a moment in time.

Black History Month does not fail when companies say too little. It fails when they say a lot and change nothing. The difference between impact and performance is not intention or visibility. It is whether the work continues when February ends.