Exploring the Impact of Black-Owned Labels: Dr. Khalia Jenkins' Insights on WIN-TV

On November 8, 2024, Dr. Khalia Jenkins, Assistant Professor of Marketing at American University’s Kogod School of Business, joined WIN-TV’s "Let's Talk" for an engaging discussion on the influence of labeling products as Black-owned. Dr. Jenkins, whose research focuses on the intersection of marketing, technology, and social equity, provided valuable insights into how these labels shape consumer behavior and affect long-term business success.

Dr. Jenkins' appearance was part of an exciting lineup that also featured Ron Daniels, President of the Institute of the Black World, and Ruben Santiago-Hudson, acclaimed actor, director, and screenwriter. Daniels shared insights into the organization's upcoming town hall on the 2024 presidential election, while Santiago-Hudson discussed his latest project, The Other Americans.

In her segment, Dr. Jenkins explored the complexities surrounding the "Black-owned" label. While this designation often attracts consumer interest and drives initial support, Jenkins' research reveals that it may not guarantee sustained loyalty. She emphasized that while consumers may be eager to support Black-owned businesses initially, the challenge lies in maintaining that interest over time. This highlights the need for businesses to cultivate deeper engagement strategies that go beyond labels to foster long-term connections with their customer base.

Dr. Jenkins' work contributes to the broader understanding of how marketing strategies can promote diversity and inclusion while addressing equity issues in the marketplace. Her findings suggest that while labels can serve as powerful tools for awareness, they must be part of a larger, more comprehensive approach to brand loyalty and consumer trust.

The conversation on WIN-TV shed light on the evolving landscape of consumer culture and the role businesses can play in fostering more equitable economic opportunities. For those who missed the live stream, the full interview is available online, offering valuable lessons for marketers, business owners, and consumers alike.

Stay tuned for more updates and insights from leaders like Dr. Jenkins as we continue to explore how marketing and social equity intersect to shape the future of business.

For more information and to watch her interview: https://www.youtube.com/live/2_YIHVRBoUo