Are heritage days/weeks/months becoming passe?
In 2025, many brands significantly reduced their advertising efforts around Black History Month and plan to do the same with other heritage months.
Why?
The evolving political landscape, including rising anti-DEI sentiments and regulatory pressures, has led companies to reassess their approach to cultural celebrations. Brands are cautious about potential backlash and regulatory hurdles, especially in industries with government ties.
Second, the risk of alienating parts of the consumer base has increased, making brands wary of high-profile campaigns. This polarization can impact stock prices and leadership stability.
Third, investor pressure for immediate returns has caused some brands to scale back DEI initiatives that don’t yield quick financial benefits. This includes companies like Target, which has ended its three-year DEI goals.
Fourth, consumers, particularly Gen Z, are scrutinizing brands for authenticity. Superficial gestures without meaningful support can lead to backlash, as seen with Target’s decision to end DEI programs while still promoting Black History Month products45.
Brands’ Strategies
Some brands are shifting their focus to internal celebrations rather than public campaigns, allowing them to manage DEI initiatives without external scrutiny.
However, brands like Apple, Gap, and Pinterest have successfully integrated cultural engagement into their long-term strategies, avoiding performative allyship by focusing on consistent support and community involvement.
Emphasizing ongoing support for diverse communities rather than just during heritage months is seen as a more authentic approach. Look for this to be the new norm for companies looking to accentuate diversity.
For example, Harriet Tubman holds a cherished place in U.S. history as an extraordinary individual whose contributions have touched countless lives. Rather than confining her legacy to a specific month or certain categories like great Black Americans or female contributors, let’s honor her simply as a remarkable American, much like we do with figures such as Ben Franklin and Thomas Edison. By doing so, we celebrate the profound impact she has had on our nation with the respect and admiration she truly deserves.
Conclusion
While the heritage day/week/month concept has seemed to run its course, celebrating diversity hasn’t. Indeed, authenticity, consistency, and meaningful engagement are crucial for building trust and avoiding backlash in today’s hyper-politicized environment.
We can celebrate the contributions of individuals and groups without labelling or categorizing them by race, ethnicity, gender, or religion.
Susan B. Anthony was a great woman American.