Solopreneur Strategies in a Post-DEI Era
For solopreneurs, the lessons are striking. Black-owned founders are navigating sudden shifts in institutional support, customer loyalty, and scalability—all challenges we face when we rely too heavily on external factors. The article is focused on Black-owned Founders, but these lessons apply to Women-owned businesses. The lessons are meaningful for all of us, solopreneurs, navigating today’s climate of uncertainty.
Recently, AP News / Yahoo Finance shared a powerful story: Black entrepreneurs and founders of Black-owned brands are rethinking growth strategies as large retailers scale back diversity, equity, and inclusion (DEI) programs.
The Core Context
Many Black-owned brands thrived when retailers committed shelf space, promotional partnerships, and sourcing preferences under DEI initiatives. Now, with those programs shrinking, brands like Pound Cake, Puzzles of Color, and Moodeaux are recalibrating.
Some are questioning whether to rely on big-box distribution (Target, Ulta, etc.) or pivot toward direct-to-consumer models, community-driven strategies, or niche retail partnerships.
Their message is clear: sustainability in business requires resilience, adaptability, and deep community loyalty.
Challenges They’re Facing (and Why They Matter for Solopreneurs)
Overdependence on Institutional Support
Growth tied to external “lucky breaks” (big partners, policies, or programs) is fragile. When those supports fade, revenue can plummet.Uncertainty & Contract Risk
A single distribution partner changing terms can shrink reach overnight.Resource Constraints
Fewer grants and organizational supports mean brands must adapt to leaner times—a familiar reality for solopreneurs.Identity vs. Scalability
Do you stay true to your niche identity or broaden to attract more customers? It’s the same balancing act for any founder who built their brand on a mission.
Strategies Black-Owned Founders Are Using and How You Can Adapt Them as a Women-owned business:
Diversify distribution channels
Expanding to independent shops, direct-to-consumer, and specialty retailers.
Don’t rely on one channel (e.g., Amazon). Build your website, pop-ups, and local partnerships as backups.
Lean into community & cultural connection
Building loyalty in communities that already resonate with their mission.
Deepen ties with early adopters; they become your most powerful advocates.
Incremental scaling & product tweaks
Testing “neutral” versions of products while keeping cultural identity intact.
Run small experiments or limited launches before big shifts.
Use online leverage for bargaining power
Driving traffic via social media to supportive retailers.
Grow your email list and social following—assets you control—so you have leverage in negotiations.
Resilience mindset
Adapting when doors close: “We pivot or open another.”
Stay flexible. Track market signals and be willing to shift focus.
Actionable Takeaways for Solopreneurs
Audit your dependencies: List your top 2–3 revenue/exposure sources. Rate the risk if each one pulls back. Build alternatives.
Own your customer channel: Invest in email, social, and your site. These are assets you control.
Test pivots small: Use micro-launches or limited runs to gauge response before big changes.
Deepen your story: Authenticity and brand “why” carry you through when external supports fade.
Expand your network: Partnerships with peers, creators, and mission-driven groups increase visibility and resilience.
Monitor the climate: Stay tuned to policy, social, and market shifts. Early signals = early moves.
Build buffers: Financial reserves, multiple revenue streams, and redundancy give you breathing room when conditions shift.
Final Thought
Whether you’re leading a startup or building as a solopreneur, the experiences of these Black-owned founders highlight a universal truth: resilience is built, not given. Success comes from community, flexibility, and owning the parts of your business you can control. Dig Deep and Find Your Grit!
Read the full AP News article here: Founders of Black-owned brands adapt their hopes and business plans for a post-DEI era
About Charissa
Charissa Gant is a Change Strategist with over 30 years of experience helping Fortune 500 companies and solopreneurs navigate change. She is the Owner and Founder of BoldLEAP Collective, a community for courageous solopreneurs.
Charissa@boldleapcollective.com