There are a total of 15 charts.
I chose “Number 15″ to share, but I guarantee that the other 14 will enlighten you about two of the most vital and growing consumer groups –
African-Americans and Latinos
“No. 15 – Employers are more likely to turn away job seekers if they have African-American sounding names.”*
Click here to be enlightened.
*Source: “15 Charts that Prove We’re Far from Post-Racial,” HuffPost Black Voices, 7/2/14
If you, your company or brand want to develop an authentic connection with African-American Consumers, start with African-American Women.
To those who know my marketing philosophy, this will not come as a revelation…
According to a Neilsen Consumer Report+,
Black Women represent —
It holds true that understanding how, when, and where African-Americans shop and what drives their purchase and purchase intent is key to every successful marketing campaign.
All one has to do is start a relevant conversation with the consumer.
With that in mind, I am always intrigued to see how we local store marketing specifically targeting African-Americans has evolved.
While the example is specific to the hair and beauty category, I applaud the simple yet effective point of sale “kit” that supports Derek J’s “Weave & Wig Styler.”
The “kit” includes
Okay, so there is a “built in” based on Derek J’s popularity as a hair stylist on the Bravo show, “Real Housewives of Atlanta,” but isn’t that the point?
In this case, a general market hair care product has been “rebranded” with “messaging” that addresses the unique hair concerns for Black women.
And the beauty – (no pun intended) – is that income level is not a barrier when it comes to specific purchases.
Hair is chief among these…
Let’s keep the conversation going and evolving.
+ Reslient, Recepetive and Relevant – The African Consumer 2013 Report, Copyright ©2013 The Neilsen Company
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.
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.