Rev. Jesse Jackson’s Legacy and Three Lessons for Business Communication Leaders

Rev.  Jesse L. Jackson spent his life fighting for fairness. For those of us in business, marketing and communications, his story offers three clear lessons we can put to work right now.

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Back in 1984, I had just arrived at the National Association of Black Journalists convention in Atlanta. Friends were buzzing because Jackson had given an electrifying lunchtime speech during his first run for president. He ran again in 1988. He did not win the nomination, but he showed the country a serious, national campaign led by a Black candidate and inspired others to step up.  

He also did the day‑to‑day work. Through Operation PUSH in Chicago, he created legendary Saturday morning meetings that became weekly rallies, inspiring, educating and empowering residents from all segments of the community. Those gatherings drew national politicians, including white presidential candidates, who came because they knew that room represented a large, engaged influential audience.  

Later, through Rainbow/PUSH and the Wall Street Project, he turned his attention to corporate America. He brought CEOs and senior executives together every year and pressed them to treat Black consumers and Black businesses fairly, from who they hired and promoted to which firms they chose as suppliers. He reminded them that Black buying power and Black talent were central to the nation’s economy, not an afterthought.  

So what does this mean for business communication pros? Three takeaways:  

1. Use your platform with purpose. Jackson used campaigns, speeches and weekly meetings to move people, not perform. Treat your conferences, town halls and content the same way: they should lead to action, not just talk.  

2. Keep fairness at the center of the story. He pushed companies to treat Black consumers and Black workers fairly in opportunity and access. When you talk about your brand’s values, tie them directly to how people are hired, promoted, paid and served.  

3. Connect values to business decisions. He did not separate moral arguments from bottom-line outcomes. When you talk about opportunity and fairness, tie those words to hiring, promotions, supplier choices and where your company spends its money.

That is a way to honor his legacy in our field: speak up, stay rooted in fairness and make sure your words lead to something real.