Bleaching is brought about by being hyper-conscious of how one's skin looks like. The more one gets obsessed with one's skin pigmentation in a negative manner the greater the chance that one might bleach.
The statement 'Black is Beautiful' is part of an obsession with one's skin pigmentation. What's beautiful is not 'black' but the person uttering the statement. 'So and so is beautiful or X is beautiful.' 'Black' as applied to people is a social construction but X is not. X is a human being. Instead of glorifying a social construction meant to debase a human population, we should glorify Xs...human beings.
And remember, what is important is not that someone is bleaching, what is important is that someone is not comfortable with their skin pigmentation or how one's nose looks or how one's chest looks. This is all about self-esteem and it applies to all races.
People of European descent tan because they believe tanned skin is more beautiful than pale skin. Tanning can result in skin cancer. Others go through dangerous plastic surgeries or facelifts...
Any attempt to change one's natural looks is a function of low or questionable self-esteem no matter the race.
SELF-ESTEEM AND DISCRIMINATION
As someone who grew up in war conditions and lived as a refugee for a long time, I'm sometimes considered by many people in the 'west' to be prone to (or have) low self-esteem, be poor or illiterate. Living as refugees or displaced persons, who depended on the good will of others put people in a situation where they don't think much about themselves. But that's not everyone though.As I stood by our front desk at my place work talking about Race and Identity in relation to my book, Is 'Black' Really Beautiful?, the issue of why many African peoples in North America become so over-sensitive when racial issues come up! For many rational people, this owes its origin to slavery and racial segregation.
But one of my coworkers, a person of European descent, was surprised to realize that her 'black' friend, a very intelligent woman, easily becomes irritated by simple things she [friend] considers racist. The friend considers any mention of a watermelon racist; and complains a lot about 'white privilege.' This means that discrimination is considered something 'whites' don't face because of 'white privilege.' In any discussion between 'blacks' and 'whites', 'white privilege' issue comes up!