Tons of brands are being called out on social media for posting performative content in solidarity with the Black Lives Matter movement while actively working against people of color or failing to work harder on uplifting Black communities in their business practices. Target, one brand that was at the helm of the Black Lives Matter conversation back in June when a Minneapolis location was looted and destroyed following the George Floyd protests, is implementing changes to its stores that uplift Black business owners amid the ongoing movement.
Target announced recently that it would add a button in its product descriptions to indicate whether a brand or product is Black owned or comes from a Black-owned brand. The button, much like the leaping bunny or vegan certifications are for their respectable causes, tells shoppers that the product they’re purchasing meets a certain qualification to be recognized as a Black-owned product or brand. This button is meant to help shoppers identify which products are contributing to Black-owned or Black founded brands and increases transparency within Target by showing just how many of these brands the company keeps in its inventory.
Shoppers can find the button in the “At A Glance” section of the product description within the product’s page on the Target website. Brands like SheaMoisture, a popular Black-owned beauty company, have already been updated with the button on the Target website. Taking the button a step further, it would be nice if Target gave the option to filter through Black-owned or Black founded brands within the search menu on the Target website.
Right now you can filter through vegan or cruelty free certifications of things like beauty products, so the option would help shoppers specifically find products made from Black entrepreneurs while browsing for products. For beauty products, this can be especially helpful when finding products that are catered to certain melanin levels.