aspirational
TRADING PLACES: Key Markets
Smart marketers make sure their brands are available where consumers are, so when the customer moves, the brands follow. The 2010 census confirms that multicultural segments are on the move, and the Black consumer segment is making two big shifts. Read more
Generation Gaps
The shared connection of Black history, culture and experience forms a unifying bond that spans all age groups among African Americans, but major social, political, economic and technological changes have impacted the worldview of each generation of Blacks, and marketing messages must reflect this to be effective. Read more
Black Affluents
In their quest to define themselves by their style and image, to celebrate life and to live a spiritual existence, Black affluents affirm their connection to the basic tenets of African-American culture despite their economic privileges. Read more
Lessons From the Leaders: STATE FARM
The African-American community is a very loyal one. If you get an African-American customer, he’s likely to stay with you, and his children and grandchildren will do business with you. So it’s a long-term relationship we’re building. Read more
Perceptions & Reality – The Black Middle Class
The Census Bureau’s data shows an amazing growth story. It suggests that nearly 60 percent of African American households are middle class or higher (as of 2010), and the number of Black households in the middle and upper classes has grown by a combined 7.8 percent over the past decade. Read more
Magic Johnson to Launch Aspire
Entrepreneur and NBA Hall Of Famer Earvin “Magic” Johnson is set to launch ASPIRE, a new African-American network designed to entertain, inform and inspire through a diverse slate of original and acquired programming. Read more
