For the most part, I’ve experienced every microaggression imaginable and had to check well-meaning coworkers for years. I know how to navigate uncomfortable moments, from the minor and annoying to the major and life-altering—from somebody touching my hair to the aftermath of George Floyd.

August was one of those moments.

It was Black Business Month, which meant corporations and consumers spent 31 days talking about how important it is to support Black entrepreneurs.

And then September arrived.

If you participated in Black Business Month, thank you.

If you didn’t, don’t worry. You didn’t miss your only opportunity.

Black-owned businesses are still open.

I bring this up because my company tries to get Black Business Month right. It’s one of the things they do better because... well, I’m here.

In the early days, there was a rather awkward conversation with a committee asking my opinion on how to “celebrate” Black Business Month.

I wanted to say, “I just work here. I don’t own a Black business!”

I was annoyed, but I also saw an opportunity. I did some research and gave them ideas on how to celebrate the month.

That first year, they created swag bags for the office and our clients filled with personalized items from Black-owned businesses. I gave them a detailed spreadsheet with local Black-owned brands—coffee, candles, snacks, and other products people might actually use.

The company spent serious dollars on those items, and it was great visibility for those businesses.

But did any of the recipients switch from their usual coffee, candles, or whatever else they normally bought?

Or was it just a cute gift?

That's the thing about Black Business Month. We can get very good at the visibility part.

This year, I decided to challenge my company to think about what happens after August.

Giving attention to Black-owned businesses is great. Attention can lead to customers. Customers lead to revenue. And, of course, revenue is the ultimate goal.

But instead of building another list of things to purchase for one month, I supplied a list of caterers, marketing agencies, lawyers, designers, accountants, and photographers.

I challenged my company—and now I'm challenging you—to think beyond August.

Companies buy everything. Somebody is getting those contracts.

So why is it so difficult for Black-owned businesses to get more of them?

My company likes to remind me about vendor qualifications.

Nope. Don't want to hear it.

Yes, companies need standards. Vendors need to be qualified. But let's also be honest about how business works.

Relationships matter. Access matters. Being in the room matters. Knowing a contract is even  available matters.

And historically, those rooms haven't exactly been overflowing with Black-owned businesses.

When we say “support Black businesses,” it can sometimes sound charitable, as if entrepreneurs are waiting around for the rest of us to drop spare change into a cup.

That's not what business owners want.

They want customers. They want capital. They want access. They want the opportunity to compete for contracts they may not even know exist.

The best way to support a Black business isn't necessarily to buy something you don't need just because the owner is Black. That's not sustainable for you or the business.

Instead, find Black-owned businesses that provide products and services you already need—and make them part of your regular purchasing decisions.

That's more useful than buying one $14 candle every August and congratulating yourself for doing your part.

Although, to be clear, buy the candle if you like the candle. I'm not trying to put anybody out of the candle business.

Black Business Month shouldn't have an expiration date.

If you discovered a Black-owned business in August, keep buying from them in September.

If your company found a Black-owned vendor it could use, call them again.

And if you completely missed Black Business Month?

It's September.

You can start now.

Imagine every month is Black Business Month.