What Kamala Harris’s Experience Reveals About Allyship and Labels for Black Women.

This election was yet ANOTHER wake-up call. For those of us who’ve been in this fight, it’s a painful reminder: when push comes to shove, allyship often falls flat. The rhetoric of support was there, sure, but when it really mattered, a lot of those allies were nowhere to be found.

Photo by Fillipe Gomes

And as a Black woman, I know that feeling all too well. It’s a reminder that, when the chips are down, we often have to look to each other for real support. It’s always been like that and last night was just one more example.

Kamala Harris and the Problem with Broad Labels: Why Being Specific is Everything

Kamala Harris made history as the first female Vice President. She’s in a league of her own, and yet, the way we talk about her misses the mark. Too often, she’s labelled as a “woman of colour” or “BIPOC leader” terms that are supposed to feel inclusive but end up watering down what she actually represents.

For a Black woman, these broad labels don’t capture the depth of what she’s up against in politics, the country or the world at large.

And here’s the thing: this isn’t just a political issue. It’s a reality check for marketing and any field that wants to show they “see” us.

The Problem with Broad Labels

Kamala’s path as a Black woman is different, and it’s challenging in ways that aren’t shared by all women of colour. There are unique biases she faces, that we face, as Black women.

The stereotypes, the endless scrutiny, the weight of expectation, and the disappointment when support doesn’t show up, all of it is distinct. But when we call her a “woman of colour,” it dilutes that. It erases the specific obstacles she has to navigate in real-time, obstacles many of us know all too well.

What’s worse is the entrenched distrust we face as Black women, even when we lead movements and create change that benefits everyone.

Black women have been at the forefront of transformative work, from the civil rights movement to #MeToo and Black Lives Matter. We’ve sacrificed and stepped up when others wouldn’t.

Yet society often questions our motives, dismisses our insights, and disregards our voices.

This lack of trust is exhausting and demoralizing, especially when others later reap the benefits of movements we’ve built without acknowledging who did the work.

Why Being Specific in Representation Matters

Broad terms like “woman of colour” or “BIPOC” might sound nice, but they end up flattening real identities. It's the same in marketing, where a lack of specificity leads to campaigns that don’t resonate.

When we rely on these broad labels, we lose the power to connect authentically. Audiences, like voters, want to feel truly seen, not just thrown into a catch-all box.

Marketing often does exactly this: talking about “diverse” or “BIPOC” audiences without understanding that each group within those terms has its own story, culture, and pain points.

This surface-level approach can miss the mark and leave us feeling overlooked, even when the intention is good.

So, if you’re serious about connecting with audiences, you have to dig deeper. You have to honour who people actually are, not who you assume them to be.

Kamala’s experience as a Black woman shapes everything she does, just like our identities shape how we move through the world. Broad labels just won’t do.

Lessons for Marketing: Say it Like You Mean It

1. Be Real with Language: Just like in politics, language matters in marketing. Broad labels like “BIPOC” or “diverse audiences” might sound inclusive, but they’re too shallow to truly connect. Instead, get specific and recognize the nuances.

   
   

2. Put Lived Experiences Front and Centre: Kamala’s experience as a Black woman informs her journey. Your audience’s experiences do the same. When building campaigns, focus on the real stories and experiences that define your demographic.

   
   

3. Forget the Generalizations: Broad terms like “BIPOC” fail to capture real identities and nuances. Each group has its own history, culture, and challenges. Get real about what makes each community unique.

   
   

4. Be Consistent, Not Tokenistic: Symbolic gestures aren’t enough. Real allyship in marketing means being there consistently, not just showing up once in a while. Build long-term, meaningful connections by speaking to real issues and showing that you’re in it for more than a hashtag.

   
   

   Embracing Real Representation

   
   

   Today’s audiences, especially Black women, can see right through empty gestures.

   
   

   We want to be seen in full, not just as part of some big “diverse” demographic.

   
   

   And here’s where we can all take a page from Kamala’s journey: acknowledging the complexity of people’s identities isn’t just respectful; it’s necessary.

   
   

   For Kamala and for all of us, the message is simple: go beyond the easy labels. Show up with depth, respect, and specificity. That’s how you inspire real change, whether it’s at the ballot box or in building loyalty to a brand.