What is the Black dollar worth? In Los Angeles there is a campaign combatting the perception that there is little value to it. The Black Dollar Campaign is combatting that stigma by adding value to purchases at Black owned businesses. Instead of receiving discount rewards at one store for being a valued customer, consumers receive ‘The Black Dollar’ for discounts at other black-owned businesses throughout South LA, as well. This is a game-changer.
The Black Dollar campaign was designed to increase sales and awareness of black owned businesses. Participating businesses reward purchases or other actions by consumers with Black Dollars, which can be redeemed at a number of other businesses for rewards. The campaign essentially bring life to the Kwanzaa principle of Ujamaa, meaning cooperative economics. The Black Dollar Campaign not only increases traffic to Black owned companies in the area but also, quite literally, adds value to the Black dollar!
Danielle Lawson is the creator of the Black Dollar Campaign, which you can follow at TheBlackDollarBank on Instagram. By the writer’s count, there are over 40 businesses participating in the campaign and the number is sure to grow. Currently the campaign is honoring Nipsey Hussle with a special release of Black Dollars that bear his likeness. The Black Dollar Campaign is a modern day revival of African principles, in a very 21st century format. Now the question is, what city will be next?
In every population center where Black people are prominent we should adapt similar campaigns. This is a matter of survival — we must practice cooperative economics if we are to build strong communities. The Black Dollar Campaign is a brilliant and timely campaign, one that we should both applaud and replicate. Today it’s Los Angeles, tomorrow let’s make sure it’s your city.