The Truth About Black Wealth: It’s Time to Support Our Own

More Than a Market—A Movement: The Power of Supporting Black Businesses

There was a time when shopping as a Black consumer meant being an afterthought—if we were considered at all. One lonely rack tucked away in the corner of a massive store was supposed to serve an entire community’s needs. The products didn’t match our skin tones, our hair textures, or our lived experiences. And the shopping experience itself? A nightmare. We were profiled, followed, ignored, and treated as if we didn’t belong in the very places where we spent our hard-earned money.

For years, we’ve watched major corporations put on a show—preaching about diversity, inclusion, and standing with the Black community. They release carefully curated campaigns, flood their ads with our faces, and sprinkle in just enough "Black excellence" to make it seem like they care. But when the cameras stop rolling, when the social movements fade from headlines, what do they actually do for us?

The truth? They never really cared. They care about our dollars. Not our communities. Not our businesses. Not our future.

At 4th Ave Market, We Are the Black Community

We don’t need to “prove” our commitment to the Black community—we are the Black community. We were here before it was trendy to support Black-owned businesses. We have always been dedicated to ensuring Black consumers have access to the products they need from brands that truly understand them. While they see us as a “market segment,” we see each other as family. And family looks out for each other.

The Power of Black Dollars

Every year, Black consumers pour billions into the beauty, haircare, and personal care industries. Yet, the majority of that money never makes its way back into our own communities. It goes straight into the pockets of corporations that don’t reinvest in us, don’t hire us, and don’t create opportunities for us.

Imagine if even a fraction of those billions were spent at Black-owned businesses. Imagine the power of circulating our wealth within our own community. Black-owned businesses create jobs for Black people. They empower Black entrepreneurs. They help build Black generational wealth. And that wealth means ownership, stability, and the ability to shape our own future—not just for ourselves, but for generations to come.

More Than a Moment—A Movement

We’ve seen it happen before. When Black businesses thrive, our communities thrive. It’s not just about buying Black—it’s about shifting the mindset. It’s about recognizing that supporting Black-owned businesses is an act of empowerment. It’s about understanding that our money has the power to build, uplift, and sustain our own.

At 4th Ave Market, this isn’t just business—it’s personal. We are here to break barriers, to create a space where Black consumers feel seen, valued, and prioritized. We exist to do what others claim to care about but never act on: bridge the gap between Black consumers and the products made for them by those who understand their needs best.

The Call to Action

Now, the question is: Will we continue to give our money to those who only see us as dollar signs? Or will we invest in our own? The choice is ours. And the time is now.

Let’s build wealth within our community. Let’s create opportunities that last. Let’s make sure our dollars work for us!

Because supporting Black businesses isn’t just about today—it’s about securing our future.

Now, as we face a government that once again fosters division and inequality, the stakes are even higher. Policies that disproportionately harm Black communities, businesses, and economic progress are being reinforced. This is not just about buying from Black-owned businesses—it’s about protecting our right to thrive, to build generational wealth, and to take control of our economic future.

So, we ask you: What are you willing to do to nurture Black wealth? Will you take action, invest in Black businesses, and help break cycles of economic disparity? The time to act is now—because our future depends on it.