Last Updated on December 18, 2024
What happens when a company like P&G partners with HBCUs to bring mentorship, scholarships, and essential resources to students? It creates a ripple effect, and that's exactly what P&G is doing with its #HowWeHBCYOU program. It’s not just a tour—it’s a movement to uplift and empower the next generation of HBCU graduates.
Rolling Deep: The #HowWeHBCYOU Tour
Launched by P&G and its powerhouse brands, including Tide, Bevel, and Head & Shoulders, the #HowWeHBCYOU tour isn’t your typical brand program. P&G designed it as a holistic experience to support students both during college and beyond. By hosting on-campus events, mentorship sessions, and scholarship opportunities, the program underscores P&G’s commitment to amplifying Black excellence and investing in the future of HBCU graduates.
Eric Austin, P&G’s VP of Global Marketing and an HBCU graduate himself, shared his excitement about the initiative, explaining that it’s not just about product giveaways but about meaningful engagement. “We’re showing up on campus to provide students with resources that many of us wish we had during college,” he said. “It’s our way of saying, ‘We’re here to support you in practical ways.’”
Tour Stops That Are Lit
The #HowWeHBCYOU tour has a lineup of events across prominent HBCUs, from homecomings to classic games. Each stop brings experiences that really hit home for students. For example, at Howard University, the program took over move-in day, providing Swiffer PowerMops and Tide Pods to students settling into dorms—a game-changer for any freshman figuring out independent living. At North Carolina A&T, the team held a “laundry room takeover,” showing students the perks of Tide Pods and cold water washing, keeping that ‘fresh start’ energy going all semester.
From dorm hacks to grooming advice, P&G blended practical skills into the events, making each experience memorable and useful for students at historically black colleges. Here’s a look back at the 2024 homecoming and classic stops:
| Event | Date | Location |
|---|---|---|
| Howard Homecoming | October 18, 2024 | Washington, D.C. |
| SpelHouse Homecoming | October 25, 2024 | Atlanta, GA |
| Florida A&M Homecoming | November 2, 2024 | Tallahassee, FL |
| Bayou Classic | November 30, 2024 | New Orleans, LA |
Resources, Representation, and Real Talk
These events are a blast, but they’re also about something deeper. By partnering with influencers, alumni, and executive mentors like Eric Austin, the tour connects students with role models who’ve walked the same path. “I know the power of representation,” Eric shared. “When I was in college, seeing someone who looked like me in a leadership role made all the difference. We’re making sure today’s students see their future reflected in our team.”
The program also brings some star power to the mix. This year, students have had the chance to meet influencers like Gizelle Bryant from Real Housewives of Potomac, whose personal experiences and success stories inspire students to aim higher. Additionally, P&G’s partnerships include scholarship programs with UNCF, providing financial support for students working toward graduation.
Why the #HowWeHBCYOU Program Is a Game-Changer
Why does this program stand out? P&G isn’t just showing up for a one-time event—it’s creating a lasting impact by aligning its efforts with the values and goals of the HBCU community. By investing in scholarships, providing essential products, and supporting career readiness, P&G is helping students build a foundation for success that extends beyond their college years.
Eric emphasized the importance of this approach: “This program reflects our commitment not only to HBCU students as future professionals but as young people facing challenges and opportunities that we can help them navigate.”
Get on Board: The Journey’s Just Starting
With upcoming events promising even more meaningful engagements, the #HowWeHBCYOU tour is just getting started. This is more than a program; it’s a commitment to uplifting HBCU students as they take on life, school, and everything in between.
To learn more about the #HowWeHBCYOU tour and the program’s impact, visit P&G’s official website. You can also follow Eric Austin on LinkedIn for updates, inspiration, and insights from one of the leading voices driving this movement.
Greetings Fam, I'm a proud Florida A&M Rattler and a second-gen HBCU grad through and through. Co-founding and steering the ship at HBCU Lifestyle is my gig, where I get to mix my love for UX design, digital marketing, and tech into something really cool for the HBCU community. Oh, and I'm also involved with my local FAMU alumni association chapter; it's like keeping a piece of HBCU with me always. Plus, I'm in the trenches too, raising a college bound teenager. So, I know a little something about the highs and lows of this journey. My aim? To make HBCU Lifestyle as relatable, real, and informative as it can be, all while celebrating our amazing HBCU culture and heritage.
