Rucker Roots, DEI Rollbacks, My Family’s Legacy, and the Power of Supporting Black-Owned Brands

Last week, I had the honor of appearing on The Breakfast Club to discuss some of the most pressing issues facing our community today—specifically the ongoing rollbacks of Diversity, Equity, and Inclusion (DEI) initiatives and the critical role that Black-owned businesses, like Rucker Roots, play in shaping the future. In this conversation, I reflected on my family’s history of fighting for justice and equality, a history deeply rooted in boycotts, activism, and a passion for pushing our people forward. This legacy has shaped the way I approach issues like these, and it’s why I’m committed to not only raising awareness but also providing solutions on how to support Black-owned businesses.

At Rucker Roots, we believe that when you support Black-owned beauty brands, you’re doing so much more than making a purchase—you’re investing in a movement that supports Black entrepreneurs, fosters innovation, and creates generational wealth. But we also understand the complicated dynamics at play, especially in today’s political and retail climate.

When you support Black-owned beauty brands, like Rucker Roots, you: 

•  Fund innovation in our community by ensuring that Black creators and entrepreneurs have the resources to create products that speak to our needs and our culture. 
• Support Black entrepreneurs who are committed to changing the narrative and building legacies that impact future generations. 
• Create generational wealth by directing your dollars to businesses that prioritize long-term success for our families and our community.
• Invest in quality products made by people who understand our unique beauty needs and who are dedicated to excellence.

However, I believe we need to be intentional and thoughtful in how we show up for these brands—especially in the wake of DEI rollbacks. Boycotts are not a new concept for our community; they are woven into the fabric of our history. My family’s history, in particular, is built on fighting for justice, equality, and uplifting our people, and I’m not opposed to boycotts in principle. But what I want to emphasize is that, if we are going to boycott, we must also commit to consciously supporting Black businesses. These businesses have worked tirelessly to secure a place on retail shelves and to earn their spot in the marketplace.

How does this look in practice? It means shopping on Black-owned businesses’ websites, supporting brands in stores that have not rolled back DEI initiatives, and prioritizing those businesses that are actively pushing for change. The truth is that boycotts, while effective in certain instances, often unintentionally hurt Black-owned brands the most. The administration’s policies seem to target our communities, and I truly believe this is an attack on all the progress we’ve fought so hard for.

It’s also important to acknowledge the financial ripple effect of these boycotts. Many people outside of the beauty industry may not realize that chargebacks on products (for returns, unsold items, or discounts) can occur up to two years after a product has been sold to retailers. This means that Black-owned beauty brands could feel the economic effects of a boycott for years to come—affecting not only their bottom lines but their ability to thrive and grow.

So how do we support Black businesses in this political environment? The answer is simple: we buy their products. Wherever you feel comfortable, whatever way you choose—online, in-store, directly from the brands, or from retailers who support DEI initiatives. We, as Black consumers, have the power to influence the market with the trillions of dollars we control. In 2023, Black consumers spent over $9.4 billion on beauty products alone. But despite this immense spending power, we are still spending less than 2.5% of that money on Black-owned businesses.

We have the power to change that. The next time you consider where to spend your money, remember that your choices have a far-reaching impact. Supporting Black-owned businesses is about using our collective economic influence to create a more equitable marketplace. We can push for change without sacrificing our communities, our businesses, or our legacy.

I am not telling you not to boycott, but rather to be strategic and intentional. Let’s use our buying power to support the brands that have fought to be seen, heard, and valued. We owe it to ourselves and to future generations to be mindful of how we spend and where we choose to direct our dollars. If we want to see true change, it’s time to align our spending with our values.

It’s time to support the businesses that are fighting for us, the businesses that have built themselves against all odds. Together, we can create a future where Black businesses thrive, and our communities flourish.