How Does Intersectionality Apply to Colorism? (Examples for Brands & Businesses)

Even when we see positive or affirming representations of dark-skinned people, they most often include:

• Cisgender
• Heterosexual
• Male
• Thin/Athletic Body Types (not as much so for men)
• Thin/Chiseled features
• Straight Hair
• Etc.

In other words, if there’s representation of a dark-skinned person, they typically are/have to be as conventionally accepted as possible in all other ways.

And this, is not good enough for me. It’s not good enough for US! Because if you’re part of the Colorism Healing Crew, then Intersectional is What We Do!

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Colorism, like all issues, is intersectional, meaning the outcomes of colorism can either be mitigated or exacerbated by other parts of our experiences and identities. Here are a few of the most common intersections people identify as impacting their experiences of colorism.

Gender- Colorism impacts people of all genders but has a disproportionately negative impact of women.

Facial Features- Featurism is the hierarchy based on eye color and shape, nose size and shape, lip size and shape, and overall facial shape and structure.

Hair- People with afro hair textures experience more negative consequences of colorism than those with straighter hair textures. While the terms texturism and hairism are very new, I propose the following definitions:

• Texturism- hierarchy based on hair texture or the density and nature of the hair's natural curl
• Hairism- includes texturism and discrimination based on hairstyle (i.e. braids, cornrows, locs, Bantu knots, and afros)

Body Type- Those with larger bodies or stigmatized body types experience more negative consequences of colorism.

Class- Higher socioeconomic status helps individuals compensate for the negative impact of colorism.

Race- Anti-Blackness plays a huge role in the global and cross-cultural framework of colorism. Therefore, even lighter skinned Black people experience forms of discrimination that members of other races do not.

Immigration- Just among immigrants, those with darker skin tones and those who are Black face more discrimination than other immigrants. Who more easily “assimilates”? Not that assimilation is or should be the goal, but for some it’s not even an option.

2 Examples for Brands & Businesses:

• Marketing & Casting- It’s more common to see darker skinned men or masculine individuals. And they’re most often paired with or partnered with a woman or feminine individual who is lighter-skinned than they are. And dark-skinned women who are represented are typically thin, able bodied, and cis-gender.
• Leadership/Senior Management- You have darker-skinned people who are either men or non-Black or both.

My vision is to have better representations of more diverse dark-skinned people.

If you’re interested in my speaking, training, or consulting services, send me a direct message here on LinkedIn!

HOMEWORK: Map your intersections, and identify which ones are most often a form of systemic privilege and which ones are most often subject to systemic marginalization.

AFFIRMATION: I am now becoming more aware of the many facets that shape who I am.