You’ve seen it before—businesses slapping HBCU logos, Divine Nine letters and symbols, or African-inspired prints on their products, claiming to be “Black-owned” when they’re not. Their slick ads pop up in social media non-stop during Black History Month and now even around Juneteenth.

You’re ready to hit the buy button. But...press pause. They're trying to finesse you out of your hard-earned money, faking a culture they don’t even truly love or respect. 

It’s giving culture vulture vibes, and we’re not here for it. 

Standing on business

You’re probably here because you’re a cheerleader for small businesses. You value supporting companies that pour into our communities. Establishments that stand on the foundation of the ancestors and originate from their ingenuity and resilience. You spend your money intentionally to live out your values.

How to spot the clout chasers

To keep your dollars where they matter, you gotta do the homework. Alright, so let’s get into it with these tips to help you separate the real ones from the sus ones:

Check the receipts: Real Black-owned businesses are transparent about their ownership and mission. Look for an “About Us” page on their website. You'll usually see a clear mission and purpose.

Location, location, location: Look to see what country the business and social media accounts are located in. Many operate outside of the United States. But remember, an overseas location also could be a Black expat running a business! Do some digging to verify. You don't want to harm a legit biz.

Peep their social media: A Black-owned business will often show off their team, their story, and their connection to the culture. If their social media feed doesn't feel authentic, they might not be us.

Look for community ties: Established Black-owned businesses are usually plugged into the online and offline community. They might sponsor events, collaborate with other Black creators, or support causes that uplift the culture. If you don’t see any of that, it’s worth questioning. 

Research their products: Check if the business is licensed to sell HBCU or Black greek sorority and fraternity merch that uses official symbols. Many fakes don’t bother with licensing, which is disrespectful to the organizations they’re profiting from. And they're less likely to donate to or support Black organizations, colleges, causes or businesses.

Use Black-owned directories: Websites like ByBlack (affiliated with the US Black Chamber of Commerce) or BuyBlack can help you find verified Black-owned businesses. These platforms do the vetting for you, so you can shop with confidence.

A legitimate Black business owner likely won’t have a problem with a concerned customer asking questions. If they’re vague or dodging questions about who owns the business, that’s a red flag.

Why it matters

Buying from perpetrators doesn’t just damage your trust, it takes away from real Black entrepreneurs who are out here grinding to build generational wealth and uplift our communities. Every dollar you spend is a vote for the kind of world you want to see — inclusive, equitable, valued — so make it count.

Don’t let these fakes play you. Do your research to keep Black businesses thriving. And remember, when you shop Black, you’re not just buying a product. You’re investing in a legacy. ✊🏾