consumer
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
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
Buying Power
Despite the severe impact of the Great Recession, the economic clout of Black consumers continues to energize the U.S. consumer market. Black buying power is rising, from $316 billion in 1990 to $1.038 trillion in 2012 and projected $1.307 trillion in 2017. Read more
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
Lessons From the Leaders: GENERAL MILLS
We do metrics, as most big advertisers do. But if you’re close to the community, especially with social media, you see comments about your work show up right away if it’s relevant and it resonates. Read more
Lessons From the Leaders: FORD
During the financial crisis of 2008–09, many of our competitors walked away from discrete advertising to the African-American community, but Ford never wavered. Read more
