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Why Buy Black?
By Brother "Big Mafaka" Emmanuel
ehmannie@aol.com
 For as long as I can remember (and that's a long time), I have overheard the rumblings of both layman and scholar alike, regarding the reluctance of Blacks to support Black enterprise.
I have heard these rumblings in the form of cliches, such as - "their ice is colder," "their grass is greener," and "their soup is warmer" - when contemplating the phenomenon of Blacks spending outside of their communities.
Most of the time, these particular rumblings emanate from the "throaty" voice of a typical, black, street vendor.
Other times, the rumbling is coming from the Black neighborhood storefront
operator who is complaining of the "Korean Advantage."
Conspicuously absent from the argument, has been the voice of the black consumer, who is, after-all, the one being indicted with these cliches of non-endearment.
It is with this in mind that I take a stab at reason, as I speak on behalf of the
Black consumer.
First of all, upper, middle and lower-class consumers share one thing in
Common: we are all Black.
For those who are not compelled to agree with this assertion, please stay tuned for one of the follow-up articles, which deals with that subject.
However, for the sake of argument, let's assume that we agree.
Being that we are all Black - we collectively share in the Black experience in America.
Interestingly enough, one must understand that one's Black experience does
not make one special to Black people.
We have all come up through the vice-like grips of poverty which is associated to the ghetto. We have all been called, or at least been thought of, as "Nigger's," at one time or another. We have all faced discrimination, oppression and racism, in one form or another, regardless of our melanin, hair texture, generation, gender or
socio-economic status.
From the standpoint of the consumer, this brings us to one of our most
critical points: Due to the Black struggle to gain justice and equality,it is almost predictable that poor customer service and low-quality production would be the "Anti-Christ" of Black consumerism.
Although the intent is not to point out that Blacks have somehow cornered the market on poor customer service or low quality products, it does illustrate that Black
businesses who exemplify these very basic qualities of business are rewarded with a customer loyalty that belies racial factors.
How many Black-owned businesses regularly practice the warm smile, firm handshake, and the mandatory "good morning sir or mam" upon entering the store?
Being that selling is a confidence game - wouldn't that gesture build consumer
Confidence in a business? It would build mine, and if you're honest, probably yours too.
How about the clean white uniform - as you serve me my fried chicken and collard (Sorry Tiger)?
 Is that helpful, when I consider that even though you are Black - you are still a stranger, who's sanitary habits are unknown to me?
Why would anyone who has been subjected to oppression be even marginally
inclined to voluntarily accept inferior products, price or service?
I have assessed that the inferiority of black products or pricing may be an issue
in which they are unable to overcome alone. But it is suicide to over-look superior service as a way of overcoming the gaps.
Or is it just too simple and easy to accuse YOUR OWN customer of "selling out?"
Think about it.
I respectfully and humbly encourage your replies to:
ehmannie@aol.com
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