Looking For Love In All The Wrong Places: Supporting Brands That Don't Love Us

"We don't love them hoes..."

Snoop Dogg, "Gin and Juice"

The Doggfather's iconic line could easily double as the thought process of many prominent companies towards minority consumers. The past six weeks has served as a backdrop, or better yet a microcosm, for the intolerable behavior of mainstream companies towards people of color. The NFL has dominated recent headlines with their reactions to players kneeling in protest of police brutality and treatment of people of color in the US. The league, its teams, and owners forged to take a stance of sorts in response to recent criticism from President of the United States Donald Trump. Players and owners locked arms or knelt together to show a form of unity, despite the showing creating a clear detour from the original purpose of the protest started by former San Francisco 49ers quarteback Colin Kaepernick. Also this week, ESPN suspended anchor and co-host of "SC6" Jemele Hill for her personal Twitter remarks regarding the controversial statements of Dallas Cowboys owner Jerry Jones. Jones stated Cowboys players who kneel in protest "would not play". In addition, beauty product manufacturer Dove is at the center of outrage for a controversial ad surrounding the portrayal of Black woman. These situations and their various responses have led to many discussions in the Black community, one of which called for a boycott of these respective companies. As a result (too often the case with these discussions on how to create unity), another divisive agent has formed, with people on both sides of the boycotting conversation.

I get it. On one end, something must be done. We as a people cannot routinely accept the mistreatment from people and companies who, simply put, benefit so much off us. Furthermore, attacking the economic segment of these machines is arguably the best way to affect change in procedure from these brands. On the flip side, boycotting is a taboo issue in the black community. This generation's attempts to boycott companies, specifically driven by issues affecting Black and Brown people have not been sustained long enough to reach significant success.

Compounded with in-house feuding between those who agree with boycotting and those who are not interested, the attempt to make progress is held stagnant. The bigger issue for me lies for in the surprise and anger towards these companies: "I can't believe this is happening in 2017!' "Who thought this was okay?" 

This is America. Don't you dare be surprised at this, as Grandma Andrews would describe, "foolishness". 

Companies that embrace diversity have diversity boards. SPECIFICALLY FOR DIVERSITY. To make sure that archaic mindsets are challenged and discussed. For years, I've questioned why big-time companies do not include board review of ads, commercials, and campaigns with a person or committee familiar with the subject. How does this happen so often?

They don't care. D-O-Double G's "Gin and Juice" line rings loud and clear. We are hoes to them; a people who can be bought, abused, and neglected, only to be used again. It's almost comical (almost) to use this line as a reference because as a record company owner, this message has been in the music for years. From Sam Cooke and Bob Dylan to the subliminal messages of the lyrics released by labels daily, it's evident: companies and their owners don't care about you or me. They love our style and our pockets and purses. Everybody loves "Thriller" and "Billy Jean", but MJ's realest song might be "They Don't Really Care About Us": 

"Some things in life

They just don't wanna see

But if Martin Luther was livin'

He wouldn't let this be

Skinhead, deadhead

Everybody's gone bad

Situation, segregation

Everybody allegation

In the suite, on the news

Everybody dog food

Kick me, strike me

Don't you wrong or right me"

So what do we do? What do we want to be accomplished? I can't claim to know the full answer, but my biggest hunch is to stop seeking water from a well that has been long dry. On a daily basis, we ask for empathy from a group (not everyone, but the collective) who does not understand our social challenges nor attempt to. We often associate people of color with having soul, but there may be more depth to this statement, more than we can possibly imagine. 

It often feels like many Caucasian people read situations only at surface level, acknowledging, "Hey, you're not in chains anymore," or "Well if you didn't (fill in the blank)". An example of this is the recent comments of another football related person, former Bears coach Mike Ditka, who stated yesterday he doesn't know of any oppression "that has occurred over the last 100 years". Can't make this up.

Throughout history, our people have reported, documented, and peacefully disputed the injustice and disrespect towards us. Even today, great suggestions for improvement beyond our initial protests, including NFL stars Doug Baldwin, Malcolm Jenkins, and Anquan Boldin. Yet and still, the answers and proposals are continually deflected and countered with irrelevant points and topics. At some point, which is now, I call all of us to understand our own power and take appropriate action. People of color are portrayed as less than equal on a daily basis and hoodwinked into thinking that we can achieve equality through the purchases of some high-end white brand. For centuries, we have been taught to love things, brands, and people who really couldn't care less about us. The moment has come for us to empower ourselves. As Johnny Quest The Rebel says, "We are a collection of superheroes, filled with powers and abilities we have yet to use and maximize."

ESPN is not the only channel for sports broadcasting, and if they are willing to cave in and coddle a president and team owner that (best case scenario) allow and tolerate social injustice, watch FS1. If FS1 is intertwined with the political views of Fox News, let's start our own. Why not? If you read anything from this article, read this: WE DON'T NEED THEM. THEY DON'T LOVE US. There are too many ways to get what we need to support their...their...their bull shit. Sorry. It's not that there are not cool or empathetic people in other races, but my belief is in addition to working with them, let's build and develop ourselves simultaneously. There is a host of minority businesses which are reputable, quality, and ready to treat you with the respect you deserve. Despite the narrative of poor business practices and high prices, which is a pothole that all business owners need to avoid and resolve if a part of, there are some AMAZING businesses that a lot of us are not exposed to. We fell in love with these major brands because they are well funded and possess great resources. With the advances of the internet and social media, small business owners now own the ability to shift the balance and reach people like never before. Find them, use them, love them, and challenge those companies to be better as well; we're no longer handcuffed to anything or anyone. You do not have to patronize a business or people that refuse to respect you. You're in the wrong place.

There are an incredible amount of products created and curated by minority-owned businesses, specifically from the Black community. From fashion to household products to music, To find Black businesses covering all types of industry, visit webuyblack.com. If you enjoy a successful experience with a Black-owned business, please tag me or share the info of the business with me on Instagram @itsceddyp.