We Are (Not) All in This Together: Examining When Shared Adversity Messaging Is Effective for Fostering Identity‐Safety Among Black Women

ABSTRACT Black women feel connected to leaders whom they view as having shared adversity. Examining this phenomenon in the U.S. during the COVID‐19 pandemic, Study 1 found that when a Black (but not White) female leader expressed her personal struggles, Black women participants identified with her, viewed her as having a shared reality about the pandemic, and anticipated more identity‐safety in her company. Participants with relatively higher awareness of the pandemic's harmful impact on Black Americans indicated higher identity‐safety in the Black female leader, but not the White female leader, condition. However, in Study 2, when a White female leader acknowledged pandemic racial health disparities, Black women participants with more awareness of the pandemic's impact believed this White female leader had a stronger shared reality about the pandemic and indicated higher identity‐safety at her company. Overall, this research has implications for leader messaging that foster identity‐safety during stressful societal events.