“Buy Black” has become a rallying cry across communities nationwide — a call to action that blends cultural pride with economic empowerment. But while intent to support Black-owned businesses is at an all-time high, many consumers still face a fundamental question: Where do I find them?

This critical disconnect — between desire and discovery — lies at the heart of what David Derryck, founder of BuyBlack.org, calls a "visibility void." It's not a question of quality or community interest. Instead, it’s about whether Black-owned businesses are even discoverable in the first place.

A recent McKinsey report revealed that 63% of consumers express a willingness to buy from Black-owned brands, yet only 23% actually know how to find them. The numbers are even more compelling when viewed through the lens of purchasing power: according to the Selig Center for Economic Growth, Black buying power is projected to reach $1.8 trillion by 2027. But without strong visibility, that economic force struggles to connect with Black entrepreneurs who need it most.

Digital Gentrification Is the New Barrier

In today’s algorithm-driven world, discovery favors the visible, not the deserving. Well-resourced newcomers with larger ad budgets often outrank established, community-rooted Black-owned businesses online. This results in what some are calling “digital gentrification,” where beloved barbershops, bakeries, and boutiques are pushed to the margins — not by location, but by lack of SEO optimization, marketing infrastructure, and exposure.

“We spend more time trying to get noticed than actually serving our customers,” shared one small business owner in Houston's Third Ward. Their sentiment echoes across America — from Harlem to Houston — where countless Black entrepreneurs are fighting not just to survive, but to be seen.

Introducing the Best of BuyBlack.org Awards

Launched on Juneteenth, the Best of BuyBlack.org Awards aim to rewrite this narrative by building a sustainable digital and community presence for Black-owned businesses across the country. The campaign spans three months of community-driven engagement, delivering both online visibility and offline trust.

The initiative is both local in focus and national in scope, celebrating standout businesses city by city, category by category. It zeroes in on the community anchors that often get excluded from big-box campaigns — the hair salons, food trucks, wellness studios, and neighborhood cafes that are cultural mainstays in cities like Houston, Dallas, Atlanta, and Detroit.

Why Visibility Matters

Visibility isn’t just about recognition. It’s about survival and sustainability. According to research from Clutch.co and Nielsen, businesses that are nominated for “Best Of” lists experience up to a 37% increase in brand awareness and a 24% bump in consumer trust. In a digital world, a single shout-out can lead to a flood of new customers, increased revenue, and long-term community impact.

As word-of-mouth continues to drive most consumer decisions, the Best of BuyBlack.org campaign turns those personal recommendations into a public movement — one that encourages neighbors to nominate, vote for, and share the businesses that deserve a brighter spotlight.

Collaboration Over Competition

Through its digital ad co-op, BuyBlack.org is already helping over 100 businesses collaborate on campaigns, share audience insights, and extend their marketing reach. The results are powerful: collaborative marketing can increase campaign exposure by up to 300% while slashing costs by more than 60% (HubSpot, 2022). Additionally, Black-owned businesses connected to support ecosystems are 40% more likely to survive beyond their third year (AEO, 2020).

Derryck’s vision is clear: “We’re not just building a platform. We’re building a coalition.” That coalition invites other directories, certifiers, and platforms — even potential competitors — to join forces. Because real support for Black entrepreneurship isn’t about silos. It’s about systems.

How You Can Get Involved

Whether you're a consumer, a business owner, or a community advocate, you have a role to play:

Consumers: Nominate and vote for your favorite Black-owned businesses in your city at BuyBlack.org.

Entrepreneurs: Claim your listing, update your profile, and take control of your digital footprint.

Partners: Collaborate, amplify, and help extend the reach of this movement.

With coordinated effort, we can create a future where no one has to ask, “Where can I find a Black-owned business?” Because the answer will be simple: everywhere.

About http://www.BuyBlack.org:Founded by David Derryck, BuyBlack.org is the nation’s largest and fastest-growing directory of Black-owned businesses, currently hosting over 55,000 listings nationwide. The platform is committed to building lasting digital visibility, fostering economic justice, and supporting thriving Black entrepreneurship.