Shades of BlacknessThe African-American Consumer Market is Changing |
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"Understanding how, where and why African-Americans fall into
different segments is critical for developing relevant ( "talking to
me" ), effective marketing plans, communications and programming.
Companies need to align brands with sub-segments of this population
that will provide them with the best ROI. |
- African-American GenXers: Born 1965-1984
- Born after the Civil Rights Movement, and thus have an entirely different mindset of who they are as Black people in America
- Sassiness, shamelessly bold and realistic
- Nothing is sacred if it is the truth
- High propensity for instant gratification
- "A new way to be black"
- African-American Boomers: Born 1940 -1964
- High hopes for another Dr. King
- Race and racism more top of mind
- Respect Black history, Black leaders, heroes, and religion
- Success grounded in African-American experience
- “Old School Blackness”
- African-American Women:
- Are younger (31 years vs. 37 years for White females)
- Are the means for reaching the $761-billion Black consumer market
- Control the “purse strings” in African-American households
- Have $403-billion spending power
- Reject general market beauty standards and embrace their own style and beauty
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- African-American Men:
- Black men continue to be the drivers of “pop” culture and are the
originators of “cool,” an important marketing characteristic often
imitated by Whites and other cultures
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- African-American Youth: Aged 8-20
- No other segment comes close to exerting the influence on fashion,
music, slang, sports and overall perception of what cool is around the
world
- The most visible impact on consumer taste is the addictive influence of the hip-hop culture and Black youth
- Black teens influence $164 billion annually that fuels the total youth market
- Affluent African-Americans:
- 65 percent married
- 43.7 is the median age
- More women work in affluent African-American families
- More likely than their counterparts to choose a brand based on emotional satisfaction: 60 percent vs. 46 percent
- Feel that it is more risky to buy a brand that you are not familiar with: 49 percent vs. 38 percent
- Affluent African-Americans like to buy brands that have "badge" value
- Bi-Racial GenXers:
- Growing in number
- At an all-time high in U.S.
- Highest propensity/access for inclusion
- Less
likely to define themselves by their “blackness” and don’t allow others
to do so
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