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Since the inception of Historically Black Colleges and Universities (HBCUs) in the 1800s, HBCUs have been a driving force in developing successful Black professionals in America. According to a White House report, HBCUs have produced approximately 40% of all Black engineers, 50% of all Black lawyers, 70% of Black doctors and 80% of Black judges. These prestigious colleges and universities have also produced close to 50% of the teachers in America, and many of the most accomplished names across the world of sports, business and entertainment are products of an HBCU.
Even many of the trends we see today, whether it be in fashion, music or social media, have been driven by some of the brilliant minds that have walked HBCU campuses. Collectively, these colleges and universities sit at the four-way intersection of authenticity, academia, culture and commerce.
Markedly, HBCUs have accomplished all of these feats while being underfunded, so imagine the potential if they had meaningful support. Brands across America can bridge the gap, not only by showing up during key moments throughout the year but also making meaningful long-term investments in HBCU students and institutions.
Over the past five years, brands have begun to align themselves with HBCUs and diverse communities more often. However, it’s important that brands’ alignment transcend symbolic gestures in marketing campaigns, sponsored events and brand activations. Now is the time for brands to build a more meaningful relationship with HBCUs that nurtures campus life, professional development and talent pipelines that enhance the HBCU experience.
It’s not enough for brands to just be present—they must authentically engage with HBCU culture, their graduates, students at the university and its rich history, in an always-on approach that helps HBCUs overcome the obstacles of being underfunded for many decades.
One recent example of a brand authentically engaging with HBCU culture is when Flamin’ Hot partnered with Grammy award-winning artist Megan Thee Stallion to raise scholarship funds for HBCU students. Knowing the importance of homecoming season at HBCUs, Flamin’ Hot teamed up with the Houston rapper to launch Flamin’ Hot University, a fictitious university that offered online courses and limited-edition merchandise inspired by popular streetwear designer Melody Ehsani.
