diverse businesses on Facebook

Learn More About How To Highlight Diverse Businesses on Facebook

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At the end of 2020, a pretty eventful year for everyone around the world, Facebook is gradually rolling out a new feature for business owners on Facebook by introducing ‘Diverse Business Categories’

How will this new feature positively impact businesses currently on Facebook?

Learn more about what this feature will accomplish and how you can sign up your business to be highlighted as a diverse business on Facebook

Diversity in the Workplace at Facebook

A diverse workforce is built by companies that first recognize they need to have a diverse and inclusive workplace. This includes cultural diversity as well as gender diversity! An inclusive environment fosters creativity and according to Mark Zuckerberg diversity isn’t optional

Mark Zuckerberg states: “Frankly, I think [diversity is] our problem to figure out. I think that responsibility rests on us and our companies in the industry to make sure that we get to that. And there's so much research that shows that you need diverse teams to do the best work. So it's important that we do better on diversity, not only because it's the right thing to do for the country and for the people, but because that's the only way we're going to serve our community the best.”

Diversity Programs By Facebook 

Facebook has been helping diverse businesses for years. With everything that’s been going on in the world in 2020, Facebook introduced several new programs to promote diversity in the workplace, and help diverse businesses to be seen. 

That includes these programs:

Learn more about it here.

  • Facebook Elevate, which helps Black and Latinx & Hispanic business owners and communities realize their own unique visions of success.

Learn more about it here.

Now Facebook is gradually making this new ‘Diverse Business Category’ feature available to business on Facebook.

By self-identifying your business as diverse via this new feature, your business may be highlighted with other diverse businesses, including in places like the ‘Businesses Nearby’ feature. 

Activating this feature can make it easier for people and potential customers in your area to find and support your diverse business. 

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Facebook and the NEW ‘Diverse Business Categories’

How will this work on Facebook specifically? 

Here is an example: 

If you identify your business as a women-owned business, your Facebook page may be highlighted with other women-owned businesses in your area on ‘Businesses Nearby’, giving consumers the opportunity to show their support.

How To Be a Designated Diverse Business on Facebook 

In order to ‘qualify’ for one of the diverse business categories, your business must be at least 51% owned, operated and controlled by one or more individuals from one of the diverse business categories as listed by Facebook.

Diverse Business Categories on Facebook 

Facebook has create the following diverse business categories:

  • Minority-owned 
  • Women-owned
  • Veteran-owned
  • LGBTQ-owned
  • Disability-owned

NOTE: According to Facebook, if you self-select minority-owned, you’ll be asked to choose the ethnic group that best represents the majority of your business’s ownership. 

Choose one of the following: 

  • American Indian or Alaska Native 
  • Asian
  • Black or African-American 
  • Hispanic 
  • Native Hawaii or Other Pacific Islander 
  • Two or more ethnicities

How to Get This New Facebook Feature Activated

If you can’t find the place to add this designation to a page – which can be found in page settings, try the following tip. 

You can do this for your own page, of course, or for a page you manage as a social media manager. Make sure to let your client know if you are going to activate this setting.


While this feature is not yet available to all pages, if you simply add this to the url after your page name /settings/?tab=diversity_info , the option to add and edit this feature will appear. 

Moving Forward!

Moving forward, consumers will be able to recognize and choose to do business with these diverse businesses via Facebook. Our wish is for all minority business owners to get the support they need and deserve! 

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