Propagating colorism

- Colorism refers to the prejudice against people with darker skin tones. In particular, colorism, upholds and values, white standards of beauty, and is also a product of racism. This type of prejudice continues to be prevalent in society, whether you're aware of it or not. The preference for lighter skin over darker skin is still widespread in many communities, including black, Latin, and Asian cultures. It's also not discussed openly enough. I personally have experienced colorism for much of my life without feeling safe to talk about it freely. I had an aunt who used to say, "You just keep getting darker and darker. "Stay out of the sun "and try using this homemade turmeric mask "to get lighter." At work I had a former coworker who asked, "Why are your knuckles and elbows so dark? "Did you burn yourself?" And I even had a former boss who said, "Let's have a tanning competition this summer. "Who's going to get the best tan? "Just don't get as dark as Mita." And, no, I'm not kidding. These situations really did happen to me. If we look back at the institution of slavery, we can see that a hierarchy was created that differentiated enslaved black individuals based on skin tone. Lighter skin, enslaved individuals were many times favored by white enslavers. The lighter skinned enslaved individuals were often forced to work inside the home as opposed to doing outdoor field work and were in closer contact with their white enslavers. This categorization by many white enslavers had devastating impacts on the lives of all black enslaved people, while also sowing seeds of colorism and discrimination that persist to this very day. According to Webster's Dictionary, colorism is a prejudice or discrimination, especially within a racial or ethnic group, favoring people with lighter skin over those with darker skin. Recognizing and understanding the role of colorism and how light skin and privilege have become linked is critical in your upskilling journey. An example of colorism used in the real world marketplace is that of an ad from a prominent alcohol company. The ad featured a bartender sliding a bottle of beer across the countertop. The bottle passes several darker skinned black individuals before it arrives at a lighter skinned woman. The tagline, "Sometimes lighter is better." After significant social media backlash, the brand apologized issuing a statement in social media and pulled the ad. Remember, that colorism shows up at our kitchen tables in our homes, and all across our communities. It shows up at our conference room tables and at our workplaces. Colorism can also show up in our products and services, but once you understand what colorism is, as marketers, you can make sure you're doing your very best to perpetuate inclusivity.