generations
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
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: 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
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
Understanding Generational Differences
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. Read more
Understanding Advertising Authenticity By Generation
Consumers are exposed to thousands of ads in a given day. As marketers seek to truly connect with African American consumers in more relevant and authentic ways, it’s critically important that they deliver the right message, in the right tone, with the right resonance. Read more
