shopping
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: P&G
Some marketers seem to have just discovered that African-American consumers exist. But Tide has done African American-targeted advertising for more than 30 years; Pantene, for over a decade; and Gain, pretty much all of its product life. 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
