At Locality, we are dedicated to fostering a culture of continuous learning and engagement. On June 18th, Locality’s People of Color Employee Resource Group (ERG) hosted a Locality LIVE event celebrating Juneteenth. The event featured a fireside chat with Tosha Miller, founder and President of the New York City Black Chamber of Commerce (NYCBCC), and Micah Minter, Locality’s Manager of Publisher Partnerships. Their conversation focused on the challenges faced by Black-owned businesses, how Tosha and the NYCBCC are addressing those challenges, and how local advertising promoting Black-owned businesses can make a difference.
Juneteenth Celebration: An Overview
The event began with Micah delivering a presentation on pivotal figures and artifacts in Black history, laying the groundwork for the event’s discussions. His presentation highlighted the resurgence of Juneteenth and its cultural significance in today’s context as a holiday rooted in belonging. Following his insightful introduction, Tosha Miller joined Micah for a fireside chat. Together, they engaged in a conversation emphasizing the crucial role of advertising in addressing challenges and fostering growth within the Black business community, alongside ways to encourage greater engagement from others. Attendees actively participated contributing questions and insights that enriched the discourse.
Tosha Miller and the NYCBCC
Tosha founded and became President of the New York City Black Chamber of Commerce in 2019 and has been building it ever since. She focuses on volunteering and helping small business owners, stating, “I have a passion to see the economic gap within diverse communities closed.” Through her organization, she accomplishes this goal by assisting individuals who have been laid off or faced hardships in finding opportunities. The NYCBCC offers many small-business services that guides Black-owned businesses towards success, such as business management consulting, assistance accessing capital through loans and grants, business planning, and work force development.
The Barriers Black-Owned Businesses Face
There are several critical challenges commonly encountered by the Black-owned businesses the NYCBCC represents, like local healthcare facilities, law offices, real estate firms, and construction companies, to name a few. Tosha highlighted the, “lack of support and access to capital, such as difficulty obtaining a small business loan,” which she attributed to entrepreneurs who often lack adequate staffing to apply or the complex loan application processes from some banks. She underscored the, “attacks on diversity, equity, and inclusion (DEI),” where government contracts designated for diverse businesses frequently face resistance, leading to unmet quotas.
Additionally, Tosha discussed the barriers stemming from insufficient knowledge in crucial areas essential for business growth—including building brand awareness, underestimating the importance of branding, and navigating the complexities of media buying. Many small Black business owners struggle to access tailored advertising services that fit their needs and budgets.
How Advertising Can Help Black-Owned Businesses
Miller explained that advertising is a beneficial tool for any business, regardless of the type of company or target audience. She stated, “the objective is to reach and connect with new audiences, and increase brand awareness.” Media education, emphasizing the importance of utilizing media to grow bottom lines and connecting to the right audiences, are key lessons Black-owned business can learn to help them succeed.
Get Involved Personally Through Mentorship
Tosha emphasized the importance of mentorship for small business owners and welcomed volunteers to help mentor and guide these businesses. With lack of support being a critical issue, mentoring programs can significantly impact business success, and the NYCBCC is always looking for people from all backgrounds to help.
The Importance of Partnerships and Educational Initiatives
Opportunities for partnerships are available to educate small business owners on advertising and other business strategies. Hosting events, speaking engagements, and round table discussions are effective ways to provide educational support to the Black business community.
At Locality, we believe in the power of community and education to drive meaningful change. The insights shared by Tosha Miller are a testament to the resilience and potential of Black-owned businesses and the pivotal role advertising can play in their growth and success. Learn how to support the NYCBCC and become a member by visiting, www.bccnyc.org/membership.
As we continue to grow and innovate, we remain committed to fostering an environment of continuous learning. Stay tuned for more exciting sessions in our Locality LIVE series, where we will bring together experts to share their knowledge and inspire growth within the industry.
