7 Ways Anti-Blackness Manifests in Professional Spaces: A Case Study of a TikTok Controversy
In professional branding and social media, the behavior and conduct of business owners and brand strategists carry immense weight. Their words and actions not only reflect their personal ethos but also shape how their clients and prospective audiences perceive them. Recently, a troubling interaction unfolded on TikTok, shedding light on how deeply rooted anti-Blackness can manifest under the guise of professionalism. This incident involves Robert Alexander, who initiated an anti-Black post, and a CEO Brand Strategist who not only cosigned Alexander’s sentiments but escalated them significantly.
The Incident: A Catalyst for Controversy
The controversy began with a TikTok post by Robert Alexander.
The incident began with a video from a Black woman expressing her frustration with hairstylists in Detroit. She didn’t name names or provide specifics about her experience, but her tone and language clearly reflected someone who was upset and tired of being mistreated as a paying client. Instead of addressing the legitimate concerns she raised, Robert Alexander chose to make the conversation about her delivery, dismissing her entirely because of how she spoke.
In his video, Alexander said, “In order to find a professional hairstylist, you need to be a professional. You need to speak the language of that which you seek.” He went on to say, “The way this young lady is speaking does not reflect that of a client who has ever sat in my chair. I couldn’t imagine someone speaking this way making it past the consultation.”
As if that weren’t enough, he added a pseudo-spiritual jab, claiming her energy was “turbulent” and “chaotic” and that she needed to “look within.” Let’s call this what it is: elitism masquerading as professionalism.
When I called him out on his video, pointing out that his remarks came across as anti-Black, his response was dismissive. He called my observation “a stretch” instead of taking a moment to reflect on how his words could harm or alienate potential clients.
His comments suggested that these traits were inherently undesirable and incompatible with success. While problematic in itself, the situation worsened when the CEO Brand Strategist entered the conversation.
Using her business account, the strategist not only supported Alexander’s stance but took it several steps further. She explicitly stated, “That’s fine if you do. But it will not change my stance. This is ghetto as hell. White, black, purple or red. I refuse to make this behavior synonymous with my people. No, degenerate or tacky.” Her statements reflected a troubling elitism and condescension that will ultimately spark significant backlash on social media.
Forgetting Where We Come From
One of the most disheartening aspects of this incident is the implication that success necessitates a disconnect from one’s roots. As a Black professional, I couldn’t help but wonder: Is this what happens when some Black individuals attain a certain level of success? Do they forget where they come from? Having experienced a journey of professional growth myself, I’ve always made it a point to stay connected to my roots. While there are certainly appropriate ways to conduct oneself in legal settings, board meetings, and other formal spaces, the suggestion that a person’s speech or demeanor inherently disqualifies them from respect is deeply flawed.
@hairxra This is a sensitive topic but an equally important conversation. Every day I see complaints on how unprofessional some Hairstylists are today and I agree! But the second part to this conversation is when these accusations are blanketed through a skewed lense and purview. — There is room for stylists to do better 100% AND there is room for improvement on how clients speak to service providers. Let’s All Do Better ♥️
The Problem with Respectability Politics
At the heart of this interaction lies respectability politics, an ideology that pressures marginalized groups to conform to dominant cultural norms to gain acceptance or success. By endorsing these harmful narratives, Alexander and the CEO Brand Strategist perpetuated stereotypes that deem certain expressions of Blackness as inferior or inappropriate.
The comments, such as, “Being as you are isn’t tolerated in all spaces,” and, “How you speak tells a lot about you,” reflect a mindset steeped in anti-Blackness. These statements send a troubling message: Blackness, in its diverse forms, is a barrier to success unless it conforms to narrow, whitewashed ideals.
Code-Switching: A Double Burden
As someone who grew up navigating spaces where code-switching was a necessity, I can attest to how exhausting it is. The pressure to alter one’s speech, demeanor, or behavior to fit into predominantly white spaces is a burden that Black individuals have carried for generations. It’s not just a matter of “professionalism” but an expectation to suppress one’s authenticity.
While certain settings, like courtrooms or corporate meetings, may require a level of decorum, professionalism should never equate to the erasure of cultural identity. The CEO Brand Strategist’s remarks, however, went beyond promoting decorum. Her tone was condescending, arrogant, and dismissive, alienating not only her critics but also potential clients who value inclusivity and authenticity.
The Role of Robert Alexander
It is important to recognize Robert Alexander’s role in initiating this harmful discourse. Alexander’s comments on the young lady can be described as “condescending”, “elitist”, and rooted in “high-brow respectability politics.” His tone and language suggest a belief that he is “better than” or superior to the young lady, particularly in his assertion that her energy and way of speaking were incompatible with his “professional standards.” setting the stage for the CEO Brand Strategist’s escalation. While Alexander may have started the conversation, his tone and framing reflected the same respectability politics and anti-Black biases that the strategist later amplified. Together, their comments created a feedback loop that reinforced harmful stereotypes and excluded diverse expressions of Blackness.
Professionalism vs. Elitism
True professionalism is rooted in respect, inclusivity, and the ability to work with individuals from all walks of life. Elitism, on the other hand, is exclusionary and based on the misguided belief that success is contingent upon adopting certain superficial traits. Both Alexander and the CEO Brand Strategist demonstrated the latter, showing a lack of understanding of what it means to foster an inclusive professional environment.
Statements like, “All money isn’t good money,” and, “I wouldn’t want a client like this either,” highlight an elitist tone that alienates rather than empowers. While business owners have the right to be selective about their clientele, publicly demeaning others based on perceived shortcomings is unprofessional and damaging to their brand image.
The Responsibility of Public Figures
As leaders and experts in their fields, individuals like Alexander and the CEO Brand Strategist bear a significant responsibility. Their platforms should be used to uplift and celebrate diversity, not to demean or belittle. The strategist’s decision to use her business account to voice such divisive opinions blurred the line between personal beliefs and professional conduct. This raises serious questions about her ability to serve clients from diverse backgrounds without bias.
Moving Forward: Accountability and Education
The harm caused by this incident cannot be undone without accountability. Both Alexander and the CEO Brand Strategist must acknowledge their role in perpetuating anti-Blackness, issue genuine apologies, and commit to educating themselves on the impact of their words.
This education involves rejecting respectability politics, embracing the diversity of Black culture, and challenging internal biases. For brand strategists, it also means ensuring their work empowers rather than alienates. Public figures must recognize that professionalism is not synonymous with elitism and that success should never come at the expense of authenticity or respect.
Yes, Black People Can Be Anti-Black
It’s important to note that both Robert Alexander and his supporter are Black. But being Black does not exempt someone from perpetuating anti-Blackness. Internalized racism is real, and it often shows up in the form of respectability politics, elitism, and the rejection of the very cultural expressions that make Blackness so vibrant and diverse.
Anti-Blackness doesn’t just come from outside our community—it can come from within, too. When we buy into harmful stereotypes or uphold systems that judge Black people by Eurocentric standards, we contribute to the very oppression we should be fighting against. This internalized bias can be just as damaging as the overt racism we face from others.
Conclusion
This TikTok controversy serves as a stark reminder of the importance of accountability, education, and inclusivity in professional spaces. As public figures, Robert Alexander and the CEO Brand Strategist have a duty to model the values they wish to instill in their clients. Their actions, however, fell short of these standards, perpetuating harmful stereotypes and alienating those they claimed to represent. Moving forward, it is imperative for all professionals to reflect on how their words and actions shape the narratives around diversity, professionalism, and authenticity. Only by committing to growth and inclusivity can we build truly equitable professional spaces.
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