With a buying power projected to reach $1.2 trillion by the year 2012, higher educational and professional achievements, and a Black president in the White House, Black Americans and Black culture have come to the forefront of the national consciousness once again.
Today, many companies realize the value of having a multicultural marketing strategy that includes Black consumers. Unfortunately, many advertisers have experienced mixed results from their programs and many cite a lack of credible metrics to determine the success of their efforts.
This report will assist marketers in understanding the following:
The Black consumer market is not homogeneous. African Americans share a common ethnicity and view the world through that common experience. However, economic and educational factors along with life experience create as many viewpoints as there are individuals within the race.
The election of President Barack Obama and its effect on the mindset of Black consumers.
How this historic event has been a catalyst for change in the self-perception of some but not all Black
consumers.
The distinct differences in opinion and viewpoint exist between those born prior to the Civil Rights era (i.e. Black Boomers) and those born during, and after it (Black Gen X and Millennials). This suggests that one message may not speak to the entire Black community.
The portrayals of African Americans in advertising and in the media today. Our analysis shows that stereotypical images still appear, even into the 21st century. We will discuss consumer responses to these images and how companies that use these images may be negatively impacting brand choices and brand loyalty by Black consumers. The report will also provide examples of advertising that is well received among Black consumers and discuss the elements that make these spots successful.
Why it is important for marketers to ensure that personnel on any team targeting African Americans have enough cultural sensitivity and multicultural marketing experience to fully understand the Black consumer market. It is not enough to rely on media-driven stereotypes and assumptions or to emphasize extremes in Black culture. It is important to realize that African Americans “see more and see differently” when viewing ads, programs or commercials.
Black media, its history and importance to the Black community as a trusted, unbiased provider of culturally-relevant news, opinion, and entertainment. More importantly, the report presents a wider view of ways to enter the market through Black-centric digital channels that are “under the radar” to mainstream entities, yet enjoy great support among the Black online community.
The meaning of wealth and education to African Americans, along with the long-held obligation to reach back and pull another up and how marketers can engage with consumers to achieve this goal.
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