In today’s digital-first world, social media serves as a critical lifeline for small businesses, particularly Black-owned businesses striving to overcome systemic barriers. Yet, Black-owned businesses often face an ironic and disheartening challenge—a lack of consistent support from the very communities they serve. This phenomenon, commonly referred to as “gatekeeping,” undermines opportunities for visibility and growth. By understanding the history of Black economic unity and recognizing the consequences of gatekeeping, we can rally around a movement to build sustainable futures and preserve our collective legacies.
A Historical Comparison: Unity Before Integration
Before integration, Black communities relied on each other for survival and prosperity. Black-owned businesses thrived in tightly knit communities where the dollar circulated for weeks before leaving. Iconic neighborhoods like Tulsa’s Greenwood District, often called “Black Wall Street,” and Atlanta’s Sweet Auburn are prime examples of this economic unity. These communities weren’t just business hubs; they were lifelines, providing essential services, jobs, and opportunities.
Integration shifted this dynamic. As opportunities arose to patronize white-owned businesses, Black dollars began to leave the community at an alarming rate, weakening the economic backbone of Black neighborhoods. The dollar in Black communities now circulates for less than six hours—compared to 28 days in Asian communities and 19 days in Jewish communities. This stark contrast reveals the pressing need to rebuild internal support systems, particularly in the digital age.
The Economic Context: Marketing Costs and the Wealth Gap
Today, Black entrepreneurs face challenges rooted in systemic inequities, making community support more critical than ever.
Marketing Costs: Marketing is an expensive endeavor, with U.S. businesses spending an average of 7–8% of their revenue on it. For Black-owned businesses operating on smaller budgets, every like, share, and comment on social media functions as free advertising. It helps reduce overhead costs and amplify visibility in a way paid campaigns might not.
The Wealth Gap: According to the Federal Reserve, the median wealth of white families in 2019 was $188,200, compared to $24,100 for Black families. This gap affects access to resources and capital, making community-driven support essential for leveling the playing field.
Imagine the difference if 5,000 additional likes or shares helped a Black-owned business gain the visibility needed to secure larger partnerships or reach more customers. These small acts of digital engagement have the potential to create massive ripple effects.
Why Online Support Matters More Than Ever
In the age of algorithms, visibility on platforms like Instagram, Facebook, and TikTok directly correlates to success. Algorithms prioritize content with higher engagement, meaning Black-owned businesses that receive consistent support from their communities can significantly expand their reach.
Amplified Reach: Research by Buffer shows that posts with higher engagement receive 3–4 times more visibility. For Black-owned businesses, this could mean connecting with hundreds or even thousands of potential new customers.
Free Advertising: Each like, share, or comment tells the algorithm that the content is valuable, increasing its chances of appearing in others’ feeds. This creates a snowball effect, making social media an invaluable tool for Black entrepreneurs.
The Consequences of Gatekeeping
Gatekeeping, whether intentional or subconscious, has far-reaching consequences for Black-owned businesses. These behaviors, including reluctance to share content or unfair scrutiny of quality, create barriers to success.
Missed Opportunities: Black buying power reached $1.6 trillion in 2021, but a disproportionately small percentage is directed toward Black-owned businesses.
Perception of Quality: Internalized biases within the community often hold Black-owned businesses to unattainable standards, further perpetuating cycles of economic inequity.
Building a Future Through Collective Support
The power of collective action cannot be overstated. By uniting to support Black-owned businesses, we can address the wealth gap, foster entrepreneurship, and create lasting legacies.
Engage Consistently: Like, share, and comment on posts from Black-owned businesses. These small acts add up, signaling algorithms to boost their content.
Spread Awareness: Word-of-mouth remains one of the most effective forms of marketing. Share your positive experiences and encourage others to do the same.
Invest in Excellence: Normalize supporting Black-owned businesses without expecting perfection. Recognize that every dollar spent is an investment in the community.
Personal Journey and Call to Action
My journey with The Bequest of John T. Ward began as a passion project to honor my ancestor, a hidden figure who exemplified the spirit of resilience and entrepreneurship. Along the way, I’ve encountered the challenges of gatekeeping firsthand. In 2021, I fought to reclaim the name of the family business, only to face dismissive legal threats and attempts to erase my connection to the Ward legacy. Despite these setbacks, I’ve remained committed to preserving our history and inspiring others to do the same.
Meeting leaders like Dr. Claud Anderson in Chicago and Dr. Cornel West at the first ADOS meeting in Louisville affirmed my belief in the power of collective action. Dr. Anderson’s PowerNomics outlines a clear path for Black economic self-sufficiency, emphasizing the importance of controlling our resources and circulating our dollars within the community. His message is a rallying cry for all of us to invest in our futures by supporting one another.
Conclusion: Breaking the Cycle
The fight for economic empowerment mirrors the historical struggle for freedom and equality. Just as John T. Ward risked everything to liberate others, we must take bold steps to free ourselves from the chains of economic inequity. Supporting Black-owned businesses isn’t just about spending money—it’s about creating opportunities, building legacies, and reclaiming our power.
Imagine a future where Black businesses thrive because we choose to rally behind them. Imagine the generational wealth we could build by circulating our dollars, supporting each other online, and dismantling the barriers of gatekeeping. That future starts with us—one like, one share, one dollar at a time.
Let’s make history together. Let’s invest in our legacy.
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