Black History Month often brings a flood of corporate statements, themed campaigns, and logo changes. But how much of it is genuine, and how much is just a performance?
I had the privilege of speaking with Jasmine Dowery, R-D/MT, LMHC, founder of Yemaya Wellness Center LLC, about the realities of corporate allyship, the importance of community, and how businesses can make a real difference—not just in February, but all year long.
The Problem with Performative Activism
Jasmine describes performative activism as "psychological warfare." Companies try to win over Black consumers with surface-level support while continuing to exclude Black voices from leadership. They profit from Black culture without advocating for Black communities.
“As a community, we’re not surprised,” Jasmine explains. “We’ve seen this for generations. But the real issue is that there’s no genuine effort for inclusion. If a company truly cares, it ensures Black voices are in the room when decisions are made.”
How Companies Can Show Real Support
If businesses genuinely want to support the Black community, Jasmine offers three key steps:
✅ Acknowledge the Reality – True allyship starts with understanding how policies and structures continue to exclude Black communities. “Racism today is about exclusion through policy more than overt discrimination,” Jasmine says. “Acknowledging that is the first step.”
✅ Amplify Black Voices – Instead of creating a superficial campaign, businesses should uplift Black-owned brands, consultants, and organizations. “Why not partner with a Black activist, entrepreneur, or wellness leader?” Jasmine asks. “Reach out in a way that uplifts, not exploits.”
✅ Make Inclusion a Year-Round Commitment – Allyship isn’t seasonal. Jasmine emphasizes that real support means consistent hiring, representation, and investment in Black communities.
Healing as Resistance
Jasmine’s work at Yemaya Wellness Center LLC helps Black individuals process and heal from the societal pressures they face. “Sometimes the best response to a world that devalues us is to opt out—to rest, to focus on joy, and to build our own communities,” she says.
She encourages non-Black allies to take responsibility for their own education. “Curiosity is a great start. Read Black authors, watch films that tell Black stories, and when you hear something inaccurate in a conversation, speak up.”
Expand Your Perspective: Must-Read Black Authors & Thinkers
Jasmine urges everyone to dig deeper and explore the works of influential Black voices:
Poets & Artists to Explore
Jasmine also highlights the importance of exploring African American museums, listening to historical speeches, and recognizing Black excellence beyond stories of struggle.
Final Thoughts: Moving Beyond Token Support
This conversation with Jasmine reinforced one key truth: allyship is about action, not just words. If businesses want to be true allies, they need to:
Hire Black professionals and include them in decision-making.
Advocate for equity year-round—not just during Black History Month.
If you’re a high-achieving Black woman ready to break free from the Superwoman Schema, I highly recommend working with Jasmine. She is compassionate, empathetic, and an incredibly skilled professional. Visit Yemaya Wellness Center LLC to learn more.
Let’s move beyond performative gestures and commit to real, lasting change.