The Stories of Kwanzaa: Honoring Values and Inspiring Impact

In my elementary school, my fourth grade teacher, Ms. Crockett, came to school on a day before the holiday break, dressed in traditional African clothing and taught us about the holiday and showed us her Kinara and Mishumaa Sabato (7 candles). She did this every year, and it was a very special tradition.

And what I love about Kwanzaa is that it is more than a holiday—it’s a reclamation of identity, a celebration of Black heritage, and a space to reflect on the values that sustain us. At its heart are the Nguzo Saba, the seven principles that serve as a guide for living with intention, collaboration, and purpose.

So I wanted to share that with you in this blog.

The Stories Rooted in Kwanzaa

Kwanzaa was created in 1966 by Dr. Maulana Karenga, during a time when Black Americans were seeking ways to reconnect with African traditions and resist the erasure of their identities. Storytelling was central to this reclamation.
​

Each of the seven principles reflects a collective narrative, rooted in the struggles and triumphs of a people determined to thrive despite oppression:

• Umoja (Unity): The story of coming together, building bridges across differences, and finding strength in solidarity.
• Kujichagulia (Self-Determination): The story of naming ourselves, defining ourselves, and refusing to let others dictate our identities. Like with my friend’s family, you may meet families who have shed their slave names and and renamed themselves with African names.
• Ujima (Collective Work and Responsibility): The story of shared accountability—of lifting as we climb.
• Ujamaa (Cooperative Economics): The story of creating systems that benefit everyone, ensuring that prosperity is shared. As an impact-driven entrepreneur, this is what you strive for.
• Nia (Purpose): The story of living intentionally, with a vision that guides every decision.
• Kuumba (Creativity): The story of innovation—of leaving every place, every project, better than we found it. This is important to remember if we want to build sustainability, lasting change, and a lasting legacy.
• Imani (Faith): The story of hope and belief in a future that honors our past while building toward equity and joy.

These principles are woven into the stories passed down during Kwanzaa—of ancestors who persisted, of communities who thrived, and of futures imagined through collective effort.


What Conscious and Impact-Driven Entrepreneurs Can Learn from Kwanzaa’s Stories
As conscious and impact-driven entrepreneurs, we too are storytellers. The businesses we build and the messages we share aren’t just about profits—they’re about people, values, and creating meaningful change.


Kwanzaa’s principles remind us to:

• Center Community: Whether it’s your team, your clients, or your audience, unity and collaboration are where transformation begins.
• Lead with Purpose: Nia teaches us that purpose must be at the core of everything we do. Without it, our work lacks direction and depth.
• Honor Authenticity: Like Kujichagulia, we must define our own paths and let our values guide us, even when it feels risky.
• Create for Impact: Kuumba pushes us to innovate, to create solutions and stories that uplift and inspire.

Kwanzaa reminds us that the stories we tell—whether through words, actions, or the work we do—have the power to shape communities and legacies. It’s a call to not only reflect on our own narratives but to intentionally build ones that align with the values we want to see in the world.


As we approach Kwanzaa this year, I invite you to think about your role as a storyteller. How can the principles of Kwanzaa inspire the stories you tell and the impact you create?


Which of the seven principles resonates most with you—and how will it shape the story you’re telling in 2025?


Stay curious,
🎈Justine

---

Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses and creatives on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, Justine knows how to tell stories that sell like nobody else's business. And she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button on you.


Justine created Red Balloon Station, because for too long someone else has been inaccurately writing or erasing our BIPOC and women's stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.