A commercial about supporting a Black woman’s business drew thousands of hostile posts to a Trustpilot review page for the company.
In an effort to promote the Black business owners featured in its aisles, Target launched Black Beyond Measure, a Black History Month campaign “designed to amplify success stories and celebrate blackness, an uplifting sentiment to empower future generations.”
Bea Dixon did just that in a 30-second Target commercial. In it, Dixon discusses how difficult it was to start her company, the Honey Pot, which sells plant-based vaginal-care products, and how Target helped her develop her business. “In the beginning, it wasn’t easy to start this company,” she said. “And there was a lot of times that it almost didn’t happen. If Target didn’t take the chance on us, we wouldn’t be in all the retailers that we’re in today.”
The number of women-owned businesses jumped 21 percent from 2018 to 2019, but the number of Black women–owned businesses grew 50 percent faster, according to the most recent “State of Women-Owned Businesses” report from American Express. This is despite a large revenue disparity: Black women–owned businesses earn an average of $24,000 per firm annually, while the average among all women-owned businesses is $142,900. It’s the biggest revenue gap for any group. And, according to Guidant Financial, two of the main issues facing Black business owners are a lack of capital and marketing—which Target helped Dixon with.