Beyond the Pledge: Unpacking Allyship

Black and Brilliant founder Tony Effik shares how to practice genuine allyship

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In 2020, the topic of allyship, defined as a supportive association with another person or group, rose in prominence.

Brands and agencies have made pledges to address systemic racism and express their continued allyship during and beyond Black History Month.

Beyond the Pledge series host Jai Tedeschi chats with Tony Effik, founder of Black and Brilliant, about the true meaning of being an ally to one’s BIPOC colleagues. The kind of ally most-needed is one that “if a Black person is not in the room, the Black person feels like you got their back,” shared Effik.

Effik explained that BIPOC people are integral to increasing diversity and inclusion, but it requires authenticity, standing up for culture, and bringing people’s whole selves to work––seeing themselves as culture-adds, not culture fits. “It’s about creating a network for each other and helping one another to succeed. It’s a vital component towards creating a more diverse industry,” Tedeschi said.

Closing the wealth gap is the key to creating true diversity, and requires employing Black-owned startups and suppliers, as well as ensuring that BIPOC representation exists across the board, Effik shares.

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