Target's "Black Beyond Measure" Campaign Continues Beyond Black History Month
| Photo Courtesy of Target
Target has partnered with Black-owned business brand 1863 Ventures to raise $1 billion by 2030. The partnership resulted in Target's new campaign, Black Beyond Measure, which features Black-owned clothing, beauty and skincare brands that aim to celebrate Black entrepreneurs.
Some of the products in their Black-owned collection include SheaMoisture personal care products and the Well Worn clothing line.
Tia McCord, a member of The Table, said she would consider buying some products from their campaign, as they are becoming an increasingly progressive company.
“I definitely understand that they are thinking about the money but, I'm not going to not buy it because of that. I wish their intentions were better, but I know my intentions are good,” she said.
While the campaign was kick-started during Black history month, the company said “it’s more than a month, it’s a movement.” They intend to create new lanes for Black success all year long.
Many small businesses are struggling during the pandemic, and only12% of Black business owners polled between April 30 and May 12 received the funding they had requested, according to the Paycheck Protection Program. The Black Beyond Measure campaign provides these businesses with a platform to sell their items and stay afloat.
“It's so clear to see missing places where Black people are excelling, and so when we see it we need to amplify it and encourage more of it,” McCord said.
The partnership between Target and 1863 Ventures came from a shared determination to generate wealth opportunities for Black entrepreneurs.
1863 Ventures, formally known as Project 500, began in 2016 with the intent of surfacing 500 entrepreneurs in three years in DC. The organization was able to find 527 Black entrepreneurs in just 18 months.
Melissa Bradley, the founder of 1863 Ventures, said “we recognize that the fastest-growing portion of entrepreneurs in this country are Black females.”
Bradley says that the entire world is supporting Black Americans in a way they never have before. “Post George Floyd, we saw countries standing in solidarity and marching with us, and now here we are with the first female vice president who just so happens to be a woman of color,” she said.
For Target, this is not a month-long campaign–it is now the core of their business model. Bradley believes this is an amazing opportunity for Black Americans to be proud of their cultural and now economic power.