Building Something We Needed: Ericka Hines on Thriving at Work for Black Women

When Ericka Hines began her research into the work lives of Black women, she wasn’t chasing accolades—she was chasing truth. She’d seen too many Black women who, by all traditional measures, had “made it”—only to burn out, break down, or disappear from the workforce altogether. Something wasn’t adding up. Success, as it was commonly defined, was costing too much. So Ericka asked a bold question: Is there an alternative to success?

That question kicked off what would become the Black Women Thriving project—an initiative rooted in deep intention, community care, and actionable change.

A Purpose-Driven Pivot

For Ericka, this project marked a powerful shift. After years of consulting in DEI, she moved into a space focused specifically on what it takes for Black women to thrive at work. This wasn’t just professional evolution—it was personal. “It’s part vocation and part business opportunity,” she said. “There’s this strong connection and drive to say, ‘No, this is possible.’”

From the start, Ericka approached the work with clarity. She wanted the project to be led by a Black research team. She wanted it to feel purposeful from top to bottom. And she wanted the data to do more than sit in a report—it needed to move people to change.

From Data to Impact

The first phase of the project began with raising funds and assembling the research team. From there, Ericka, lead researcher Dr. Mako Ward of ASU and her collaborators gathered data from hundreds of Black women. That research revealed a stark truth: 88% of respondents reported experiencing burnout at work.

It’s a stat that now circulates the Internet—sometimes without credit—which, in a way, shows how deeply it resonates. “It’s like the ‘70% of workers are disengaged’ stat from Gallup research  that was published in 2013. It’s just accepted now,” Ericka laughed. “But that’s how you know it hit.”

Ericka didn’t stop at data. She created a toolkit—directly linked to the research—that helps organizations turn insight into action. Each part of the project builds on the last, forming a clear learning journey: data, interpretation, recommendations, implementation. “We removed the barrier of not knowing how to act,” she said. “Now we can say: ‘Here’s a toolkit. Go do the work.’ ”

A New Business Model

This work isn’t just changing organizations—it’s changing Ericka’s business. By building out productized services based on her research, she’s moving away from traditional consulting toward a scalable model that still reflects her values and voice.

That shift means more freedom, more focus, and the ability to dream bigger. “If we can get that system right,” she said, “then we can figure out what else we can do. What’s the next shoot that’s growing out of that?”

The Legacy of Purposeful Work

What makes Ericka’s work stand out is the unmistakable intentionality behind it. From the makeup of her research team to the clarity of her deliverables, everything was built with care. And that care is being felt—by clients, by Black women who see themselves in the work, and by peers who keep telling her, “You have something here.”

Want to see more of Ericka Hines’ work? Visit Black Women Thriving

Services used: Prep to Scale: Business Consulting, Package Services: Footprint