Kwanzaa candles

Kwanzaa Brief and Resource Guide

December 21, 2022

As we inch closer and closer towards the holiday season, APCO’s BAAM (Black and African Ancestry Movement) employee resource group reflected on the ways that communities with Black and African ancestry celebrate the holidays and how brands and corporate entities engaging with these communities can be more mindful of the diversity of celebrations.  

 The ERG created a resource from the learnings about one holiday celebration in particular, Kwanzaa, geared towards educating our greater community. This resource provides guidance on how we can serve as allies for team members celebrating Kwanzaa and offers counsel to clients and client leaders on ways in which brands can connect authentically with Black stakeholders. 

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