“While I can appreciate the holiday having more visibility, whenever a counterculture or subculture practice becomes mainstream it will certainly be exploited for profit by corporations,” said a history lecturer at Prairie View A&M University in Texas.
“While I can appreciate the holiday having more visibility, whenever a counterculture or subculture practice becomes mainstream it will certainly be exploited for profit by corporations,” Morton said.
Some companies are only interested in maintaining Black American cultural traditions when they can profit from it, she said.“We can verbalize something but if we're not putting the action behind it, meaning financing and essentially putting our money where our mouth is, then thank you for the shout out but I'm still in the same place, being discriminated against or marginalized,” Morton said.
“You just change the label really quickly and now, you want to sell me that particular ice cream because it has red, black and green on it,” Morton said. Oftentimes, businesses have a heart that’s in the right place but the execution doesn’t cut it, he said. “Supporting Black-owned businesses doesn't just start with trying to put together a marketing campaign or finding a product,” he said. “It also starts with supporting Black professionals and those people that would be able to give you that voice.”
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