Category Archives: Race

African-Americans, Brand Loyalty & Emotional Attachment (EA)

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appleA new study from NewMediaMetrics underscores the fact that not only are African-Americans among the most brand loyal of consumers, they also have a great emotional attachment to brands.

Why is Emotional Attachment important?

  • Emotional Attachment (EA) can boost revenue (those highly attached to a brand contribute 43.7 percent more revenue to a brand)
  • EA affects levels of media engagement (40 percent more viewing and intensity of viewing)
  • EA affects ad-message receptivity (those highly attached to a brand are 2.5 times more likely to pay attention to an ad from that brand)
  • EA sparks positive social chatter (highly attached consumers are 43 percent more likely to talk about products and services to friends and family via social channels)
  • EA finds and quantifies media properties with “buying pockets” (consumers who are receptive to ads and engaged makes them three times more likely to buy the brands)

Black & White

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I love black peopleMonday started like any other.
The only difference was that I wore one of my favorite tee-shirts.
One that I normally only wear in the house.

In fact, as I made my way through the day, I honestly forgot that I had the shirt on.

From my neighborhood coffee stop to the drug store to the Post Office to the dry cleaner to the barber shop to the supermarket – my path was riddled with looks, both approving and disapproving.

I found the reactions mostly curious until one woman approached me and said, “I think the President went too far with his remarks about Trayvon Martin.”

My first thought was to ask this older White woman what she knew about being Black in America, but that would only encourage a conversation that I was neither in the mood or had the energy for.

True, in his recent remarks about the Martin/Zimmerman case, President Obama shared some little known Black History Facts.

Little known to people who are not Black…

A story from NPR, Polls Show Wide Racial Gap on Trayvon Martin Case highlights the simple fact that Black and White people in America just see things differently.

Inner City Blues – “Food Insecurity”

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My colleague, Tony Martinez, shared this GALLUP article, “In U.S., Single-Parent Households Struggle More to Buy Food” with me.

Sobering statistics that underscore the fact that what was once mainly prevalent in only African-American households, is now a far-reaching urban reality.

Ash Away!

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The fact that African-Americans spend more money on hand and body lotion than any other consumer group will not come as a surprise to African-Americans.

Feeling good and feeling good about oneself isn’t just internal.

The NIELSEN article, “Feeling Good: Appealing to Ethnic Consumers in the Beauty Aisle,” sheds light on a little known ethnic insight and speaks volumes about ethnic spending power.