Honouring Claudia Jones and Sam Beaver King: Black Excellence in Community-Building and Marketing
This Black History Month, we want to take the opportunity to highlight two figures of Black excellence from the Windrush generation who have significantly influenced community-building, media, and representation in the UK — values that align closely with the world of marketing.
Claudia Jones and Sam Beaver King were pioneers in their fields, using communication and storytelling to give voice to the Black community in Britain. Their legacies continue to offer valuable lessons in how we, as marketers, can authentically engage and empower diverse audiences.
Claudia Jones: A Visionary in Media and Cultural Marketing
Claudia Jones, often referred to as the “mother of the Notting Hill Carnival,” was a trailblazer in promoting Caribbean culture and advocating for social justice. In 1958, she founded the West Indian Gazette, the UK’s first major Black newspaper, providing a much-needed platform for the Caribbean community to share their stories and perspectives. This wasn’t just journalism; it was about amplifying the voices of a marginalised community, a principle that today’s marketers can learn from in terms of authenticity and representation.
Jones’s founding of the Notting Hill Carnival is a masterclass in grassroots cultural marketing. What started as a small celebration in response to racial tensions grew into one of the largest street festivals in the world. Her ability to unite communities through shared cultural pride teaches us the power of community-driven marketing—creating genuine connections that go beyond selling products and build lasting cultural impact.
Sam Beaver King: A Leader in Advocacy and Representation
Sam Beaver King, a key figure in the Windrush generation and the first Black mayor of Southwark, was another champion of the Caribbean community in the UK. As one of the early passengers on the Empire Windrush, Sam played a vital role in advocating for the rights of Caribbean immigrants who faced discrimination and social exclusion.
King’s work with the West Indian Gazette alongside Claudia Jones helped create a voice for his community, using media to drive change. His leadership extended beyond journalism—he became an outspoken advocate for Windrush immigrants, ensuring that their contributions to post-war Britain were recognized. King’s legacy reminds us of the power of advocacy in marketing—that it’s not just about reaching audiences but about championing their needs and telling their stories.
Why We’re Highlighting These Figures During Black History Month
As marketers, Black History Month is a time to reflect on how we can incorporate the values of authentic storytelling, representation, and community engagement into our work. Claudia Jones and Sam Beaver King exemplified these principles long before they became marketing buzzwords. Their work was about giving a voice to underrepresented communities, celebrating identity, and using media to create social change.
Today, we are inspired by their ability to build movements and drive conversations that resonate across generations. As we create campaigns, their legacy encourages us to ensure our efforts are inclusive, culturally relevant, and driven by real connections with our audiences.
Supporting the Windrush Legacy
In honour of Claudia Jones, Sam Beaver King, and the entire Windrush generation, we encourage everyone to support the Windrush Foundation, which continues their work of advocating for the rights of Caribbean immigrants in the UK. The foundation plays a crucial role in ensuring that the contributions and struggles of the Windrush generation are not forgotten.
You can donate to the Windrush Foundation here to continue supporting their mission.
