BUSINESS
Cashblack Launches US App for Black History Month: A Call to Action in Challenging Times
“In a time when DEI initiatives are under attack, economic empowerment is more crucial than ever. Cashblack rewards you for shopping with Black-owned businesses, and our Afrofiliate network helps Black entrepreneurs grow.
Where they won’t support us, we will support ourselves. Join the movement that literally pays to uplift our community!”
Matthew Addai, Co-founder and CEO of Cashblack and AfrofiliateContributor
Cashblack Launches US App for Black History Month: A Call to Action in Challenging Times
By Matthew Addai, Co-founder and CEO of Cashblack and Afrofiliate
The Monday before Black History Month—and the US launch of Cashblack—was a stark reflection of modern America’s contradictions. In the morning, we honoured the legacy of the Reverend Dr. Martin Luther King Jr., celebrating his pursuit of equality.
By nightfall, the nation witnessed a stark contrast as the new administration signed executive orders signalling the rollback of Diversity, Equity, and Inclusion (DEI) initiatives. The very policies designed to protect historically marginalized communities—people of colour, the LGBTQIA+ community, and the differently abled—were now under threat.
For those paying attention, this reversal was not unexpected. Corporate pledges to “do better” have faded, budgets for DEI programs are being slashed, and once-progressive rhetoric is now weaponized against marginalized groups. The term “woke”—rooted in African American Vernacular English—has been co-opted and turned into a pejorative. We’ve seen it coming, and now it’s here.
Yet, rather than being disheartened, this moment reaffirms why initiatives like ours are more crucial than ever.
Introducing Cashblack and Afrofiliate
At Cashblack, my two younger brothers and I created a platform that rewards shoppers with cash back when they buy from Black-owned businesses. Through Afrofiliate, our affiliate network, we connect Black-owned brands with diverse affiliates, empowering them to grow while earning passive income for their advocacy.
To further our mission, we developed the Cashblack A.F.R.O.B.O.T browser extension, which alerts users to Black-owned alternatives while shopping online. Additionally, we match members’ cashback donations to our partnered goodwill causes at 100%.
Our goal is simple: to remove barriers and literally pay people to support Black-owned businesses.
Our Origins and Purpose
Like many businesses born in the wake of 2020’s global reckoning with racial injustice, Cashblack was our form of protest. As the world watched in horror and took to the streets, we sought to create tangible change by addressing the racial wealth gap through economic empowerment.
We designed Cashblack and Afrofiliate to combat systemic economic disparities by incentivizing support for Black-owned businesses. Our approach rewards consumers with cash back and affiliates with commissions, fostering a sustainable cycle of economic growth within the Black community.
Many Black entrepreneurs and major corporations made similar commitments that year. Some followed through, but enthusiasm waned over time. Now, with anti-DEI sentiments gaining momentum, the rollback of these initiatives has far-reaching consequences beyond corporate policies.
The Broader Context: A War on DEI
The attack on DEI is not an isolated event—it is part of a broader effort to dismantle progress. Increased police militarisation, stalled reform agreements, threats to the Department of Education, Medicaid cutbacks, and efforts to revoke birthright citizenship are just a few of the policies in motion. And this is only the beginning.
Let’s be clear: these are not new challenges. They are a continuation of a historical pattern of resistance to equity. Once again, we are reminded that we must rely on ourselves to protect and uplift our communities.
A Message of Hope and Resilience
Two months before his assassination in 1968, Dr. King said, “We must accept finite disappointment, but never lose infinite hope.” We have endured over 400 years of systemic barriers, and we will continue to rise—because we must.
Where they refuse to protect us, we will protect ourselves. Where they deny us employment, we will create our own opportunities. Where they withdraw support from our businesses, Cashblack and Afrofiliate will ensure we support each other.
Join Us This Black History Month
This Black History Month, we invite you to be part of a movement that directly empowers the Black community. Register as a member on Cashblack, download the Cashblack app, install the A.F.R.O.B.O.T browser extension, and sign up as a Black-owned business or an affiliate on Afrofiliate.
Together, we can turn economic equity from a dream into reality.
References
- Cashblack. (2024). Cashblack US Launch. Retrieved from https://us.cashblack.com
- Keep The Faith. (2024). Cashblack and Afrofiliate: Revolutionizing Support for Black-Owned Businesses Through Innovative Technology. Retrieved from https://www.keepthefaith.co.uk
- Cashblack at CogX. (2024). Cashblack’s Role in Advancing Economic Equity. Retrieved from https://www.cashblack.com/blogs/cashblack-at-cogx
- Face2Face Africa. (2024). 9 Trump Policies That Will Hurt Black Americans. Retrieved from https://face2faceafrica.com
- Politico. (2020). Trump’s Policies and Their Impact on Black Americans. Retrieved from https://www.politico.com
- The Hill. (2024). What Trump Has Actually Done for Black Americans. Retrieved from https://thehill.com
- Current Affairs. (2023). Time to End the Use of “Woke” as a Pejorative. Retrieved from https://www.currentaffairs.org
The Birth and Rise of Cashblack
