What Do they Think?
The Black consumers’ unique history and heritage in the U.S. gives them a different perspective than the general population and other minority groups (Hispanics and Asians) on a host of topics, including religion, shopping, finances, family, education, politics, culture and entertainment. The whitepapers and presentations in this section illuminate how Black consumers think and feel about these topics and why – providing key insights to help marketers connect with this consumer audience in relevant, intimate ways.
Just because Black consumers engage in mainstream activities doesn’t necessarily mean that they are post-racial. These articles provide critical information about how beliefs influence the social and cultural activities of Black consumers, and delineate the key similarities and differences between Black and non-Black consumers.
Black attitudes toward health are marked by unique cultural characteristics and specific mindsets that shape behaviors and contribute to health disparities. Discover the impact of stress and poverty on Black health and see how celebrities’ personal stories can positively impact attitudes and health outcomes.
Family and family traditions are central to the Black experience. Black families often appear to be non-traditional—they are often multi- and/or inter-generational; a combined household that makes the whole stronger than its parts. Readers will discover that “Family” also includes the extended family (hence the importance of family reunions) and many traditions are reinforced via a connection with the Black church.
Meet the Black church. The epicenter of spirituality and the community, the church is often the most important institution in the lives of Black consumers. It influences not only religious behavior, but also political, marketplace and lifestyle choices. Black churches are involved in many non-religious aspects of the community, including initiatives involving education, health, banking and housing.
Understand the powerful role of a religion that frames God as a power who will deliver his people not only from evil but also from oppression, a biblical interpretation that empowers members to effect change in their lives. .
Explore the brand attitudes and behaviors critical to the development relevant go-to-market strategies targeting Black consumers. Discover how they exhibit greater brand awareness, say that they keep up with the latest fashion trends at a significantly higher rate, and show a higher-than-average tendency to seek variety by changing brands. Understand how educated and affluent Black consumers prioritize the purchase of luxury items as a validation of success, and African-American moms are far more committed to avoiding marketplace sacrifices and to purchasing mainstream brands over generics.
Black consumers see money as an equalizer. Although most consumers believe that money provides access and garners respect in the world, this is especially true of Black consumers due to their history of discrimination in this country. They also believe that wealth provides the opportunity to live “The American Dream”. Understand how their attitudes towards finances impact purchase decisions and financial choices.
The process of segmentation is a deep dive; it finds the underlying patterns in consumer attitudes, opinions and behaviors, and reveals key differentiators. Segmenting the large and growing African-American audience illuminates the diversity that exists in Black America. These segmentation models will enable advertisers and marketers reach Black America more strategically, effectively and efficiently.