3 Myths That May Be Stopping You From Buying Black
Today approximately 99% of the black communities’ buying power is spent outside of the black community. The black community is one of the only communities that do not invest their money back into their communities by supporting black owned businesses. Thirteen million people in the United States of America are businesses owners, holding approximately 37.4% of America’s wealth. Of that 37.4% of American business owners, only 5.1% of business owners are black. With the number of black owned business being so small you would think that the support for black owned businesses would be greater. If you ask around there are many reasons for why people decide not to buy black or have very little support of black businesses and it just so happens that many of these reasons are myths based on beliefs that negatively influences the overall view of black businesses. The three myths that are most popular are tales based on the services, availability, and inferiority of black businesses and this article will help debunk the beliefs behind these myths.
Myth #1: Customer Service Is “Bad” With Black Owned Businesses
The myth that customer service is bad with black owned businesses is mostly based on a concept known as confirmation bias. Confirmation bias is the tendency to base new evidence as confirmation of one’s existing theories or beliefs. In other words, when someone believes that black owned businesses have bad customer service and then receives bad customer service or hear of someone receiving bad customer service from a black owned business, it makes the believer feel confirmed in their beliefs that all black businesses have bad customer service. Confirmation bias is simply having one experience that rings true to the myth and then assuming all other experiences with similar groups will go the exact way. Bad customer service should not just be associated with black businesses; because black businesses are not the only companies that have bad customer service. Confirmation bias allows the prejudices that other companies owned by non-blacks will have better customer service while with black owned businesses there is a high probability that you will receive bad customer service. In reality, the chances that you will receive bad customer service is relatively the same no matter what business you buy from. So do black owned businesses a favor and do not allow confirmation bias to interfere with you trying out a black owned business, and when you shop black and have a positive experience with a black owned business be excited to share that positive experience with the others around you.
Myth #2: Buying Black Is Hard
“Buying black is hard” is an excuse rather than an actual myth, but some truth stands when it comes to this one. Buying black can be frustrating and complicated when you do not know where to start or what to look for. However, in a world full of technology and resources it is quite simple to find black owned businesses that will have the exact kind of products you are looking for. The internet is one of the major resources that could be used to find most if not all black owned businesses. There are also downloadable apps that cater to helping you locate black owned business such as Where U. When you come across black owned businesses that meet your needs and wants, make it a habit to support these retailers and always spread the word. Spreading the word about your discovery will increase the chances that someone else will buy support this company.
Myth #3: Black Owned Businesses Are “Inferior” To Their Competitors
The stigma that black owned businesses are inferior to their competitors is the oldest myth circulating about black businesses to date. This myth stems from the belief that major companies owned by non-blacks have superior quality when it comes to their services or products; the phrase “the white man’s ice is colder” is perfect for describing the belief system behind this myth. The idea that black owned businesses are inferior is a subconscious thought that is almost a century and goes hand in hand with the belief that anything black is inferior. Believe that black owned businesses are an equal to their competitors and know that the “white man’s ice” is in fact not colder.
The importance of supporting black owned businesses is substantial for the black community. Not only do supporting black owned businesses keep these businesses up and running but because a fair amount of black owned businesses are located in disadvantaged communities, supporting black owned businesses also benefits the surrounding communities economically. In the United States minority firms hire more than 4.7 million employees, a significant percent of these workers being minorities themselves. Myths surrounding the services, availability, or inferiority of black businesses should not have the power to discourage anyone from buying black, so understand that every myth has a truth, and buying black is an important investment to the economic growth and stability of the black community.