White business owners have a diverse customer base.
Asian business owners have a diverse customer base.
Latino business owners have a diverse customer base.
Indian business owners have a diverse customer base.
BLACK BUSINESS OWNERS HAVE A BLACK CUSTOMER BASE.
In America, there’s an undeniable irony when it comes to Black-owned businesses and their customer demographics. White, Asian, Latino, and Indian business owners all seem to have customers from a variety of backgrounds. Their doors are open, and people of all races walk in. Yet, for Black-owned businesses, the primary – and normally sole – customer base remains Black. This is the case for Black-owned businesses in Gwinnett County, Georgia. The questions we need to ask ourselves are: Why is that? Why do we participate in this racism as if it’s the norm?
This disparity has deep roots in America’s racial dynamics, but it’s compounded by everyday consumer behaviors that many may not recognize as a form of quiet racism. Today, racism remains woven into the fabric of American everyday life, not only through direct actions but also through the normalization of excluding or overlooking Black-owned businesses. When we examine these trends, it becomes clear that it’s not just by chance. We, as a society, are allowing this reality to persist and be the norm.
Consider the spending power of Black Americans, estimated at around $1.6 trillion in 2024. Imagine if more of those dollars stayed within Black communities, supporting the growth of Black-owned businesses. But for this to happen, we must confront both internal and external factors. First, we must ask why Black consumers are often conditioned to look elsewhere, supporting large, mainstream corporations or businesses that don’t reciprocate their loyalty or economic support. We also need to ask why non-Black consumers frequently avoid supporting Black-owned businesses, consciously or subconsciously.
In a country with deep-rooted racial disparities, it’s no longer acceptable to let this segregation slide. The “default” needs to change, and that begins with awareness and intentionality in our spending habits. Black consumers must embrace the power of their dollar by supporting businesses that prioritize and reinvest in their communities. Likewise, allies of other races must make a point of visiting, engaging with, and promoting Black-owned businesses.
To build a society that champions diversity, equity, and true economic inclusion, we must realize that where we spend our money has impact far beyond individual purchases. It’s time for us all to step up, support businesses that uplift and empower the Black community, and move closer to an America where everyone thrives, together.
By supporting Black businesses – not just during Black History Month or for a quick social media shoutout – but as part of our regular habits, we can make strides toward equity and break this unspoken racial divide in the business world. We can foster a new “norm” that goes beyond just words. When Black people, and Americans as a whole, make a conscious choice to support those who genuinely support the Black community, we begin to heal the racial divides in ways that actually count.
