Keisha McCotry had a successful corporate career. A Forbes-featured marketing and communications executive with more than 20 years of experience, she built brands and products for Google, Netflix, Disney, PepsiCo, McKinsey and American Express. McCotry was at the top of her game.
But in February 2025, a massive wave of job cuts hit Black women like a deadly storm, pushing many highly qualified professionals out of the workforce. Since 2025, more than 600,000 Black women have lost their jobs, and McCotry was among them.
The Black unemployment rate has continued to climb, increasing by a full percentage point from 6% in August to 7% in September 2026, according to the Bureau of Labor Statistics. Despite their qualifications and years of experience, Black women continue to face the negative effects of racism and sexism in the workforce, according to the 2026 Institute for Women’s Policy Research report.
The Breaking Point
McCotry applied for more than 100 jobs, relied on her network and went through several rounds of interviews, but still received no job offers.
“I’ll be fully transparent. I got laid off from my corporate job in July 2025, a whole year ago. After a year of applying for roles, I said [to myself]. I can’t do this anymore,” she told The Black Wall Street Times in a recent interview.
Along with navigating a slow job market and waiting for an offer, McCotry was managing her ADHD and mental health, both of which often took a hit.
“The economy may change, but you can’t wait on it. I have a mortgage and a car. I have a son,” she said.
Instead of waiting for another opportunity, she created one.
McCotry joined thousands of Black women pursuing entrepreneurship as corporate and government jobs disappear. She created Zelmwell, an app designed to help adults navigate ADHD. Described as a ‘softer place for your busy mind,’ the app allows users to record emotionally difficult moments, identify potential triggers, reflect on thought patterns, access calming soundscapes and track personal trends over time.
State Of Black Women In Entrepreneurship
After developing Zelmwell, McCotry shifted her focus from finding employment to getting her app in front of potential users. Managing her mental health while launching a new venture presented its own challenges.
“I have ADHD, and I had to think about my mental health too. I got to a point where I realized I was spending way more energy trying to convince the market to choose me rather than choosing myself. That was my shift,” she expressed.
For McCotry, entrepreneurship was born out of necessity rather than choice. While economists at IWPR say entrepreneurship cannot replace sound economic policies that support Black women’s labor, many Black women cannot afford to wait for opportunities to come their way. Instead, they are taking their careers into their own hands.
McCotry lives in Maryland, where she finds inspiration in the state’s concentration of Black millionaires. “I lived in LA, and in New York twice, but I was never surrounded by so many people who look like me living their dreams as entrepreneurs,” she shared.
According to the U.S. Census Bureau’s Annual Business Survey, majority Black-owned businesses accounted for only about 3% of all U.S. firms in 2022 for which the race and ethnicity of the owners could be classified. Meanwhile, the Wells Fargo 2026 report found that Black women-owned businesses grew 13% between 2024 and 2025, while their revenue rose nearly 6%.
As more Black women lose their jobs, the need for more Black-owned businesses becomes increasingly urgent. Families like McCotry’s have experienced significant financial setbacks due to job cuts. In this climate, entrepreneurship can provide a lifeline and a buffer against economic shocks and uncertain labor policies coming out of Washington.
Scaling Your Business With AI
Although Black-owned businesses continue to face challenges with funding and growth, McCotry emphasized that artificial intelligence could help aspiring entrepreneurs get started. She said AI helped her develop Zelmwell and reduce costs, particularly because she could not afford to hire software engineers. She also drew on her professional network and years of industry experience to bring her business to life.
“I know our community overall hates AI,” she said. “Let’s call a thing a thing. We’re seeing AI taking jobs, the data centers and all of that. But on the flip side, people who don’t look like us are thriving and creating companies because of AI.”
Using AI and market research, McCotry identified a gap in the digital health space for adults with ADHD.
“If you have a skill set and you’re unemployed, tell AI your skills and that you’re thinking about entrepreneurship. Ask it to check the market and the current need. It will do the market research and brainstorm with you,” McCotry explained.
She continued, stating that Zelmwell is built for “everyday moments when someone needs a practical way to slow down, recognize a pattern, log it to discuss with their therapist, and regulate before responding.”
Zelmwell addresses a growing need for resources to help adults manage ADHD. According to a recent National Institutes of Health report, there is “growing evidence that minority populations are less likely to be diagnosed with ADHD and less likely to take medication for ADHD compared to non-Hispanic white populations.”
Business Advice For New Entrepreneurs
For Black women looking to relaunch their careers through business ownership and entrepreneurship, McCotry encourages them to persevere and never give up.
“There’s no way I have twenty years of experience, features in Fast Company and Forbes, work with some of the biggest brands, and for a whole year companies tell me I’m not good enough,” she shared. “There’s a bigger story here. I think God led me here, so I’m going to follow His word and keep moving.”
