One size may not fit all: Exploring how the intersection of race and gender and stigma consciousness predict effective identity-safe cues for Black women

Black women are underrepresented in science, technology, engineering, and mathematics (STEM) disciplines. Consequently, developing efficacious techniques to attract Black women to STEM companies is critical. Featuring successful scientists, who share an identity with Black women, on science companies' websites may be one way to signal to Black women they will be valued at that company. In two experiments, we explored who acts as an effective identity-safe cue for Black women at a fictitious science and technology company. Experiment 1 found Black women predicted they would feel more trust and belonging at a STEM company with a website featuring a Black woman or Black man scientist compared to a White woman scientist or no scientist. In Experiment 2, we found relative to viewing no scientist, Black women predicted they would feel more trust and belonging when a STEM company highlighted a Black woman scientist, or White woman scientist who expressed allyship with Black women (i.e., stating Black women bring important perspectives to science). Interestingly, across both experiments we found stigma consciousness (i.e., sensitivity to the possibility of experiencing discrimination) moderated these results, and had important implications for Black women's reported feelings of trust and belonging. Specifically, participants with higher stigma consciousness anticipated they would feel less trust and belonging at a company unless they viewed the profile featuring a Black woman scientist.