The corporate world has long been known for its pursuit of profits, but there’s a darker side to this profit-driven culture that often goes unnoticed—one that capitalizes on the lived experiences of Black people and other marginalized groups. From brand campaigns to product lines, corporations have increasingly latched onto the language of diversity, equity, and inclusion (DEI). While these terms can bring about positive change, the line between authentic allyship and performative activism has become alarmingly thin.
In the past few years, the spotlight on social justice movements, such as Black Lives Matter, has forced companies to acknowledge the systemic inequalities in society and the workplace. However, these moves often lack depth, relying instead on token gestures and surface-level initiatives. The corporate world has turned Black identity, culture, and struggles into a form of cultural capital—commodifying them for profit without fully investing in the wellbeing of the communities they claim to support. This post examines how corporate culture profits from Blackness and marginalized identities, often without truly supporting the people behind these identities.
1. The Rise of “Woke” Marketing and Cultural Appropriation
One of the most blatant ways in which corporations capitalize on Black and marginalized identities is through marketing. When a social movement gains momentum, particularly one that highlights the lived experiences of Black people, many corporations rush to tap into the cultural zeitgeist by adopting the language and imagery associated with that movement. The result is a surge in “woke” marketing—campaigns that seemingly support Black and marginalized communities, but that often do little more than appropriate their struggles for profit.
Consider the release of limited-edition products or “inspired by Black culture” campaigns around events like Black History Month, Juneteenth, or even the Black Lives Matter protests. Corporations often market these products or initiatives as ways of showing solidarity with Black people, but in many cases, these initiatives are mere gestures. A company may release a special product designed with “African-inspired” patterns or colors but fail to engage with Black communities beyond that. They might issue a vague statement on social media in support of racial justice without backing it up with tangible actions—such as hiring Black leaders, providing resources to underrepresented communities, or addressing systemic inequities within their own organizations.
Take, for example, major retailers who profit from products that tap into Black aesthetics, such as haircare products, clothing lines, or music. Yet, these same companies may not offer fair compensation to Black creators, artists, or entrepreneurs who contribute to these trends, nor do they give back to the very communities whose culture they are profiting from.
2. The “Diversity” Tokenism Trap
Corporate diversity initiatives often sound good in theory, but the reality is much more complicated. Many companies make a concerted effort to hire more Black people, Indigenous people, and people of color (BIPOC), and to create “inclusive” workplaces. However, diversity, in many cases, is often implemented in a tokenistic manner—filling quotas without ensuring that these individuals have a real seat at the table or are truly empowered to influence the company’s culture or policies.
For example, corporations may bring in a Black person to fill a senior role or a marginalized individual to represent “diversity,” but these employees are often overburdened with the expectation of fixing systemic issues within the company—without the power or resources to actually make change. A Black person may be placed in a high-profile role for the sake of diversity metrics, but once hired, they may find themselves excluded from key decisions or dealing with a hostile work environment.
This tokenism can also manifest in the “diversity event” culture—where companies host panels, lectures, or workshops on diversity, equity, and inclusion but fail to create real change. These events often involve inviting guest speakers, who are usually marginalized individuals, to speak about their experiences, but the company does little to address the systemic issues that keep marginalized employees from advancing within the organization.
In this scenario, diversity is reduced to a buzzword and used as a marketing tool rather than as a core value driving structural transformation.
3. Exploiting Marginalized Creators and Innovators
Another way that corporations profit from marginalized groups is by exploiting the creativity and innovation of Black people and other historically marginalized groups. From music to art, fashion to technology, these industries often draw on the creativity of BIPOC individuals, only to undercompensate them or take full credit for their ideas.
For instance, Black musicians, designers, and artists often create revolutionary trends or movements that reshape entire industries. Yet, these contributions are frequently co-opted by corporations that profit without giving fair credit or compensation. The fashion industry is notorious for using Black culture as inspiration—whether it’s streetwear, hip hop, or African prints—yet Black designers and artisans are often left out of the financial gains.
In technology and media, the same trend holds true. Innovations developed by Black creators are frequently appropriated by larger corporations that build their empires on these ideas. The rise of hip hop, for example, transformed global music and culture, but many Black artists struggle to achieve the same level of financial success or ownership over their own work compared to their white counterparts.
4. The Silence on Structural Inequality within the Workplace
Even as companies profit from the imagery and language associated with marginalized identities, many still remain silent on the deeper issues of structural inequality that persist within their own organizations. Black employees and those from marginalized communities often face systemic discrimination in terms of hiring, promotions, pay gaps, and opportunities for leadership roles.
For instance, studies have shown that Black workers are often passed over for promotions in favor of their white counterparts, even when they have the same qualifications and experience. Women of color face even greater barriers, often encountering a “double bind” where their qualifications are questioned both due to their race and gender. Despite this, many companies continue to use diversity as a branding tool without addressing the underlying issues that contribute to the disparity in their organizations.
Corporations often sidestep deeper conversations about racism and discrimination in the workplace, preferring instead to focus on feel-good initiatives that offer little to no real change. The result is a culture where companies profit from marginalized identities but fail to create meaningful change that addresses the inequality embedded within their own structures.
5. Taking Action: How Companies Can Be More Than Just Performative
While it’s clear that corporations have found ways to profit from Black culture and marginalized identities, it’s equally clear that they hold the power to create meaningful, systemic change. However, this requires moving beyond token gestures and performative activism.
- Invest in Diverse Leadership: Companies need to not only hire more diverse employees but also ensure that these employees have the power and influence to affect change at all levels of the organization. This includes providing resources and training for marginalized employees to succeed, as well as offering mentorship opportunities.
- Support Marginalized Entrepreneurs: Corporations should focus on fair compensation and partnership with marginalized creators, entrepreneurs, and innovators. This includes paying fairly, sharing ownership of ideas, and offering platforms for marginalized voices.
- Address Systemic Inequities Internally: Companies should take a hard look at their own structures and commit to addressing issues like pay gaps, hiring discrimination, and leadership diversity. This requires not only setting policies but holding themselves accountable for long-term change.
- True Allyship: Supporting social justice causes goes beyond making a social media post during a moment of crisis. Corporations must actively engage in conversations around racial and social justice year-round and be willing to listen to the voices of marginalized communities, especially when it’s uncomfortable.
Beyond Profits
The corporate world’s tendency to commodify Black culture and the experiences of marginalized groups isn’t new. From cultural appropriation to tokenism, these practices only serve to reinforce the idea that marginalized identities are valuable only as long as they can be marketed for profit. But corporations have a responsibility to do more than simply profit from diversity—they must use their power and influence to drive real change.
For true progress to occur, companies must recognize that diversity and inclusion are not just business strategies—they are moral imperatives that require systemic change within their own walls. Only by moving beyond performative gestures and committing to real, transformative action can corporations truly begin to support marginalized communities in a meaningful way.
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