Insights
The 1/3 Rule: Why this Year is Different
If your business is in Bismarck, North Dakota, then you can probably ignore Black consumers and get away with it. But if your business is almost anywhere else in the United States, you can no longer ignore the African American market, the Hispanic market, or the Asian market. Read more
Tags: 2010 census, culture, diversity, population
Getting Real
Across all Black generational segments, affinity for ethnic identity is strong. It’s not surprising that ethnic pride is higher among older age groups—with age comes a greater appreciation for heritage and culture—but nearly three-quarters of Millennials are just as proud of their ethnicity. Read more
Tags: Black cast, culture, diversity, generations
The Great Debate: Cross-Cultural? or Multicultural?
Is America today a “melting pot,” where differences are blended into one homogeneous soup, or a “tossed salad,” where different vegetables maintain their individual color, flavor and texture, but coexist deliciously? Read more
Tags: culture, diversity, multicultural, segments
Lessons From the Leaders: McDONALD’S
McDonald’s has cultivated a tremendous relationship with African-American consumers over the years. We formally started advertising to the African-American market close to 40 years ago. We appreciate and value the great affection and loyalty many African Americans have for the McDonald’s brand. Read more
Tags: brand loyalty, consumer, culture, generations
Efficiency or Effectiveness?
The crux of the so-called “Total Market” strategy: Using ethnic value propositions more consciously to appeal across all ethnicities in a way that reflects the changing demographic and ethnicity norms. Read more
Tags: brands, consumer, culture, targeted media
Why Brand Loyalty Has Its Limits
Many marketers have consistently thought of the Black consumer as fiercely quality-conscious and subsequently brand loyal. From this, they’ve reasoned that if a brand could make inroads into the segment, then it could count on having customers for life. Read more
Tags: advertising, brands, consumer
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