This Black History Month and beyond, Walmart highlighted black-owned businesses and creators as part of its mission to make the marketplace a more equitable and inclusive place.
With its Black & Unlimited marketing platform, the company also shares inspirational stories from innovative entrepreneurs as well as the unlimited creative potential and potential of Black creators, influencers, and the media. Throughout the year, Walmart is celebrating Black-owned and led brands and creators, starting with Leap Day.
The extra day during Black History Month was eagerly anticipated for discovering more brands and products to incorporate into everyday life. Two artists collaborated to create the Black & Unlimited Clock installation, which Walmart unveiled on February 29th in two locations. New York City’s Flatiron Plaza exclusively launched Uzo Njoku’s custom design, while Los Angeles’ Ovation Hollywood launched Tatyana Alanis’s creation.
With this move, Walmart is aiming to demonstrate how Black-owned brands cater to everyone and reflecting the distinctive creative voices of its designers.
A Walmart spokesperson stated that the company’s customers want a variety of products tailored to their needs and preferences. A black-led business not only supports entrepreneurs, but also introduces innovative products to the store shelves, which is a crucial role for the company to play. In addition, Walmart wants to contribute to the development of community relationships and help expand the company’s supplier base.
“The installations were inspired and powered by Walmart’s Black & Unlimited platform, which has a mission of supercharging the unlimited potential of Black creators and brands by providing access to Walmart’s scale and influence,” said a Walmart spokesperson.
On February 29, Walmart released content on YouTube and Instagram from the Los Angeles and New York City events as part of its experiential marketing campaign. QR codes displayed during the event made it simple for audience members to scan and access information about products, artists, and the installation, just like Dolby and JIF did with their recent campaigns during the Super Bowl.
Content from the events was shared on Walmart’s Instagram and the Black & Unlimited site. Additionally, in partnership with TalkShopLive, the New York City activation was livestreamed from 8am to 8pm, including segments highlighting the Los Angeles installation.
“When it’s coming from a place of authenticity, it can certainly be a smart part of a company’s marketing strategy to communicate support for Black owned businesses, brands, and artists,” said Shana Bellot, Managing Director at the creative agency StrawberryFrog. “Walmart is set up well to take advantage of their extensive consumer reach to simultaneously raise public awareness for these Black owned brands and products in an engaging, community-oriented way, as well as drive sales of these products..”
This campaign is part of Walmart’s ongoing effort to highlight Black-led brands for the B&U platform, and Walmart’s aim is to help its customers discover even more products they can add to their daily lives through these brands. Afro Unicorn, Walmart’s Midwest Kids Collab, The Lip Bar lip care, Partake, TPH by Taraji hair care, and CEV Eyewear at Sam’s Club were some of the black owned companies featured in this activation.
Denise Branch, an Anti-Racism Educator & Racial Equity Consultant, emphasized the significance of Walmart’s focus on Black Brands. She stressed that Black brands matter just as much as Black lives do, as they are interconnected in the struggle for racial equity. Branch commended Walmart’s initiative as a demonstration of racial equity and anti-racist leadership, highlighting the importance of recognizing Black history and excellence throughout the year.
“Walmart has a platform, and other big box retailers have platforms and they all have a duty to their Black customers, Black employees, and the global Black communities in which they serve and have profited,” said Branch. “The commitment to highlighting black-owned businesses is an opportunity to not only raise awareness about issues of systemic business inequities but also help close the opportunity and inclusion gaps.”
