brands
Spending Trends
While marketers have been busy creating strategies to mitigate the effects of the recent economic downturn, they’ve missed opportunities in the African-American market. A closer look at spending statistics during this period might have helped some brands ride out the recession in better shape. Read more
Lessons From the Leaders: COCA-COLA
African-American consumers continue to play a significant role in defining emerging and pop culture, which is often adopted by the broader consumer market. To that end, we’re always mindful of their influence and look to them for trends, especially for youth and the Millennial consumer. Read more
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
Purchase Motivators
In this emerging marketplace, ethnic differences are real and must be taken into account in the development of marketing strategy, but an overemphasis on cultural elements or cultural relevance is just as flawed an approach as is ignoring the differences between ethnic groups when targeting African Americans. Read more
How Black Consumers Economize Compared to Non-Black Consumers
The American Pulse™ Survey is collected online by BIGinsight™ twice a month. The survey is conducted to find out what Americans really think and feel about topics like politics, religion, pop culture and the economy. This BIGinsight American Pulse Survey was conducted in December 2011 among more than 6,000 shoppers. Read more
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
