American Airlines Partners with Black-and-Brown-Owned Brands: A Game-Changer for Diversity

In a significant move towards promoting diversity and inclusion, American Airlines has announced a groundbreaking collaboration with a company that adheres to the "90/10 Rule." This rule stipulates that 90% of the brands involved in this partnership are owned by Black and Brown entrepreneurs. This initiative reflects American Airlines’ commitment to social equity and enhancing the representation of diverse voices within the business landscape.

The Importance of the 90/10 Rule

The "90/10 Rule" is not just a slogan; it is a mission that aims to uplift and support minority-owned businesses by providing them with a platform to reach a wider audience. By emphasizing that a substantial portion of the brands they collaborate with are Black and Brown-owned, American Airlines is taking a proactive stance in addressing the historical inequities faced by these communities. This initiative is a step towards leveling the playing field for entrepreneurs who have often been marginalized in the corporate world.

The collaboration was announced to passengers on an American Airlines flight, as confirmed by a tweet from Corey A. DeAngelis, a prominent school choice advocate. The communication provided to passengers highlighted the airline’s commitment to this new partnership, showcasing their dedication to not only enhancing customer experience but also fostering economic empowerment for minority-owned businesses.

Enhancing Customer Experience Through Diversity

American Airlines’ collaboration with Black and Brown-owned brands is expected to enrich the overall travel experience for its customers. By integrating products and services from diverse brands, the airline can offer its passengers a unique selection that resonates with a broader audience. This diversity in offerings will not only cater to the varied tastes and preferences of travelers but will also create a sense of connection and representation among passengers.

Moreover, showcasing diverse brands allows American Airlines to tell a richer story about the communities they serve. By highlighting the achievements and contributions of Black and Brown entrepreneurs, the airline can strengthen its brand image as a socially responsible company. This approach will likely resonate with consumers who prioritize supporting businesses that align with their values, particularly those that advocate for equality and inclusivity.

A Broader Impact on the Industry

The partnership between American Airlines and Black and Brown-owned brands may set a precedent for other companies in the travel and hospitality industry. As consumers increasingly demand corporate accountability and social responsibility, businesses that take proactive steps to promote diversity will likely gain a competitive edge. This initiative could inspire similar collaborations across various sectors, encouraging other companies to adopt similar rules and practices that support minority-owned businesses.

By leading the way, American Airlines is not only contributing to the economic empowerment of underrepresented communities but is also paving the path for a more inclusive business environment. This initiative can foster a greater understanding of the importance of diversity in the workplace and the marketplace, ultimately leading to a more equitable society.

Conclusion: A Step Towards Inclusivity

American Airlines’ collaboration with a company that emphasizes the "90/10 Rule" is a landmark decision that underscores the airline’s commitment to diversity, equity, and inclusion. By prioritizing partnerships with Black and Brown-owned brands, American Airlines is not only enhancing the travel experience for its customers but also playing a crucial role in promoting economic empowerment for minority entrepreneurs.

As this initiative unfolds, it is expected to inspire other businesses to rethink their approach to diversity and inclusivity. The impact of this collaboration extends beyond the airline industry, serving as a model for companies across various sectors to adopt similar practices.

The future of business is one where diversity is celebrated and prioritized, and American Airlines is at the forefront of this transformative movement. This partnership is not just a win for the airline; it’s a win for communities striving for equality, representation, and economic opportunity.

With this commitment, American Airlines is not only flying high in the skies but also soaring towards a more inclusive future, where every traveler can feel represented and valued.

BREAKING: American Airlines is collaborating with a company that has an explicit “90/10 Rule” which means 90% of their brands are “Black-and Brown-owned.”

American Airlines gave passengers this note confirming the collaboration on my most recent flight: pic.twitter.com/YlOVROVmrc

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 24, 2025

BREAKING: American Airlines is collaborating with a company that has an explicit “90/10 Rule”

American Airlines has recently made headlines by announcing a partnership with a company that proudly adheres to the “90/10 Rule.” This initiative is particularly exciting because it signifies a commitment to diversity and inclusion within the airline’s brand offerings. So, what exactly does the “90/10 Rule” mean? Simply put, it means that 90% of the brands featured through this collaboration are “Black-and Brown-owned.” This is a significant step for a major airline, showcasing its dedication to supporting minority-owned businesses and promoting economic empowerment in diverse communities.

American Airlines gave passengers this note confirming the collaboration on my most recent flight:

On a recent flight, passengers received a note from American Airlines detailing this groundbreaking collaboration. The note highlighted the airline’s efforts to bring attention to brands that reflect the rich cultural tapestry of our society. This move not only enhances the in-flight experience but also provides passengers with the opportunity to support businesses owned by people of color. By partnering with a company that emphasizes the importance of diversity, American Airlines is setting a new standard in the airline industry, encouraging other companies to follow suit.

The Importance of Supporting Black and Brown-Owned Businesses

Why is supporting Black and Brown-owned businesses so crucial? The answer lies in the impact these businesses have on their communities. When you support local entrepreneurs, you’re not just buying a product; you’re investing in the future of the community. These businesses often face significant barriers to entry and funding, making it even more vital for larger corporations to step up and help level the playing field. American Airlines’ initiative can inspire other companies to invest in minority-owned businesses, leading to economic growth and job creation within those communities.

How This Collaboration Benefits Passengers

So, how does this collaboration actually benefit passengers? For one, it adds a unique flavor to the airline’s offerings. Passengers can look forward to experiencing products and services that reflect a diversity of cultures and traditions. Whether it’s food, beverages, or merchandise, enjoying offerings from Black and Brown-owned brands can enrich the travel experience. Moreover, knowing that their travel choices contribute to supporting underrepresented communities can make passengers feel good about their purchases.

A Look into the Brands Involved

While specific brands involved in this collaboration are yet to be disclosed, the potential for showcasing a variety of entrepreneurs is immense. Imagine sipping on a beverage crafted by a Black-owned company or enjoying snacks from a Hispanic-owned brand during your flight. This initiative can create a platform for lesser-known brands to shine and for passengers to discover new favorites they might not have encountered otherwise.

American Airlines’ Commitment to Diversity and Inclusion

The “90/10 Rule” is just one aspect of American Airlines’ broader commitment to diversity and inclusion. They have taken steps to ensure that their workforce reflects the diverse world we live in. By investing in minority-owned businesses, they are not only enhancing their brand’s image but also playing a role in social change. This partnership is a testament to their dedication to making travel inclusive and accessible for everyone.

How This Move Aligns with Consumer Expectations

Today’s consumers are increasingly looking for brands that align with their values. Many people prefer to support companies that demonstrate social responsibility and actively work towards making a difference in the communities they serve. By collaborating with a company that champions Black and Brown-owned brands, American Airlines is tapping into this consumer sentiment. It sends a clear message: they care about more than just profits; they care about people and communities.

The Role of Social Media in Amplifying the Message

Social media plays a vital role in raising awareness about initiatives like this. When Corey A. DeAngelis, a school choice advocate, shared the news on Twitter, it quickly gained traction. Tweets like his can help spread the word and encourage discussions about the importance of supporting Black and Brown-owned businesses. Social media can amplify these messages, fostering a community that values inclusivity and support for minority entrepreneurs.

Looking Ahead: The Future of Airline Collaborations

As we look to the future, it will be fascinating to see how American Airlines’ collaboration evolves. Will this be a one-time initiative, or the start of a broader trend within the airline industry? Other airlines may feel the pressure to step up and implement similar programs. The hope is that this partnership paves the way for a more inclusive approach across various sectors, not just in aviation.

Conclusion: A Step Towards Greater Inclusivity

In summary, American Airlines’ collaboration with a company that adheres to the “90/10 Rule” is a significant and commendable move. By prioritizing Black and Brown-owned brands, they are setting an example for others to follow. This initiative not only enriches the travel experience for passengers but also empowers communities by supporting minority entrepreneurs. As we continue to champion diversity and inclusion in all aspects of life, it’s heartening to see major corporations taking meaningful steps towards change.

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