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Black Millennials - US - February 2015

“While there are some similarities among Millennials, Black Millennials are different. They enjoy experiencing other cultures, and many have integrated it as part of their day-to-day life, but they have a strong connection to Black culture. Their outgoing, outspoken, and strong social media presence – coupled with their sensitivity to stereotypes, discrimination, and things that have a negative impact on the Black community – makes them a powerful force.”
– Tonya Roberts, Multicultural Analyst

This report answers the following key questions:

  • How do Black Millennials differ from other Millennials?
  • Have Black Millennials lost their connection to Black culture and traditions? How can brands integrate this into their marketing efforts?
  • Which media touch points are the best ways to reach Black Millennials?

Millennials represent 27% of the total Black population – some 11.4 million people. Black Millennials are very different from other Millennials in many ways – from the lifestyle they lead, their attitudes toward life, how they view themselves, and their goals and aspirations.

Black Millennials are very image conscious and tend to be strong influencers and trendsetters in everything from music to electronics and fashion. Although they embrace other cultures, they have a strong attachment to Black culture, and are highly sensitive to the issues impacting the Black community – perhaps equally sensitive as people during the Civil Rights era. They are much more receptive than their White counterparts to both traditional and digital advertising. In fact, they have their antennae up for a brand’s commitment to the Black community, stereotypes, and exclusion from advertising and marketing messages.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Consumer qualitative research
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Millennials account for more than one quarter of the Black population
                      • Figure 1: Population share by generations, by Black and total, 2015
                    • Leading companies and marketing strategies
                      • The consumer
                        • Living situation and expenses
                          • Generational and self-perceptions
                            • Figure 2: How Black Millennials see themselves, other Millennials, and how they think they are seen by older generations, December 2014
                          • Outlook on life
                            • Cultural connection
                              • Goals and aspirations
                                • Figure 3: Millennials’ career-related goals, by race/Hispanic origin, December 2014
                              • Shopping, fashion and trendsetting
                                • Figure 4: Millennials’ attitudes toward shopping, by race/Hispanic origin, December 2014
                              • Sustainability and global views
                                • Internet access and online activities
                                  • Figure 5: How Black Millennials consume television content by gender, December 2014
                                • Social media
                                  • Attitudes toward advertising
                                    • Appealing brand qualities and brand interactions
                                      • What we think
                                      • Issues and Insights

                                          • How do Black Millennials differ from other Millennials?
                                            • The issues
                                              • The implications
                                                • Have Black Millennials lost their connection to Black culture and traditions? How can brands integrate this into their marketing efforts?
                                                  • The issues
                                                    • The implications
                                                      • Which media touch points are the best ways to reach Black Millennials?
                                                        • The issues
                                                          • The implications
                                                          • Trend Application

                                                              • Trend: Entrepreneurial Spirit
                                                                • Trend: Green and Lean
                                                                  • Trend: Moral Brands
                                                                  • Black Millennials by the Numbers

                                                                    • Key points
                                                                      • Millennials represent more than one quarter of Black population
                                                                        • Figure 6: Population share by generations, by Black and total, 2015
                                                                      • More than one in six Millennials are of Black
                                                                        • Figure 7: Black share of US population, by generation, 2015
                                                                      • Black Millennials’ median household income is lower than total Blacks’ median household income
                                                                        • Figure 8: Median household income for households headed by Blacks, by age of householder, 2013
                                                                      • The income gap narrows for Blacks in their 20s and 30s
                                                                        • Figure 9: Median household income for households, by race/ Hispanic origin of householder, 2013
                                                                    • Leading Companies and Marketing Strategies

                                                                      • Overview of the brand landscape
                                                                        • The Millennial mindset
                                                                          • Campaign case studies
                                                                            • Brand analysis: Cîroc
                                                                              • Campaign analysis: Sprite’s ‘obey your thirst’
                                                                                • Figure 10: Coca-Cola Company (Sprite brand), “Sprite Presents: LeBron James’ First Home Game,” online video, October 2014
                                                                                • Figure 11: Coca-Cola Company (Sprite brand), “What We need – Sprite Films 2014 Finalist,” online video, April 2014
                                                                              • Campaign analysis: Verizon’s ‘#PotentialofUs’
                                                                                • Figure 12: Verizon Wireless, “#PotentialOfUs | Black Girls RUN! Hits the Ground Running |,” online video, April 2014
                                                                              • Campaign analysis: Toyota green initiative
                                                                                • Campaign analysis: Beats by Dre’s ‘#SoloSelfie’
                                                                                  • Figure 13: Apple (Beats by Dre brand), “Beats by Dre Presents: #SoloSelfie Kenan Thompson Tutorial,” November 2014
                                                                                  • Figure 14: Apple (Beats by Dre brand), “Beats by Dre Presents: #SoloSelfie,” November 2014
                                                                              • Black Millennials’ Living Situation and Expenses

                                                                                • Key points
                                                                                  • Black Millennials more likely to say solely responsible for living expenses
                                                                                    • Figure 15: Millennials’ responsibility for living expenses, by race/Hispanic origin, December 2014
                                                                                  • Blacks twice as likely as others to live alone
                                                                                    • Figure 16: Who Millennials live with, by race/Hispanic origin, December 2014
                                                                                    • Figure 17: Black Millennials’ responsibility for living expenses, by gender, December 2014
                                                                                • Black Millennials’ Generational and Self-Perceptions

                                                                                  • Key points
                                                                                    • Black Millennials more confident, unique, and open-minded than Whites
                                                                                      • Figure 18: How Millennials see themselves, by race/Hispanic origin, December 2014
                                                                                    • Black women feel more ambitious, responsible, and independent
                                                                                      • Figure 19: How Black Millennials see themselves, by gender, December 2014
                                                                                    • Personal appearance speaks volumes, fuels confidence and individuality
                                                                                      • Figure 20: Black Millennials’ attitudes toward personal appearance, by gender, December 2014
                                                                                    • Black Millennials’ opinion that their generation is materialistic and self-centered runs counter to how they see themselves
                                                                                      • Figure 21: How Millennials see other Millennials, by race/Hispanic origin, December 2014
                                                                                    • Millennials believe older generations’ negative perceptions outweigh positives
                                                                                      • Figure 22: How Millennials think they are seen by older generations, by race/Hispanic origin, December 2014
                                                                                    • Perceptions may be attributed to life stage, generation gap, and cultural differences
                                                                                      • Correspondence analysis
                                                                                        • Methodology
                                                                                          • Results yield interesting direction that could impact advertising
                                                                                            • Figure 23: Correspondence Analysis - Black Millennials’ perceptions, December 2014
                                                                                        • Black Millennials’ Attitudes toward Family and Parenting

                                                                                          • Key points
                                                                                            • Close family relationships key to Black Millennials, especially women
                                                                                              • Figure 24: Black Millennials’ general attitudes toward family, by gender, December 2014
                                                                                            • There’s a stronger family bond among parents than among nonparents
                                                                                              • Figure 25: Black Millennials’ general attitudes toward family, by parental status and presence of children in household, December 2014
                                                                                          • Black Millennials’ Outlook on Life

                                                                                            • Key points
                                                                                              • Black Millennials optimistic about what life has in store
                                                                                                • Figure 26: Importance of spirituality to Millennials, by race/Hispanic origin, August 2013-September 2014
                                                                                                • Figure 27: Black Millennials’ general attitudes toward life, by gender, December 2014
                                                                                              • Biggest worries are about financial stability, health, racism, and violence
                                                                                                  • Figure 28: Things Blacks Millennials are most concerned about (net), by gender, December 2014
                                                                                                • Technology is valued and gives a glimpse of who they are
                                                                                                • Black Millennials’ Cultural Connection

                                                                                                  • Key points
                                                                                                    • Black Millennials have pride in heritage, important to maintain it
                                                                                                      • Half believe they are judged negatively because they are Black
                                                                                                        • Figure 29: Black Millennials’ attitudes toward culture and discrimination, December 2014
                                                                                                      • Millennials spend most of their time with other Blacks
                                                                                                        • Figure 30: Race/Ethnicity of who Black Millennials spend most of their time with, December 2014
                                                                                                      • Election of Barack Obama one of the leading things Millennials proud of
                                                                                                      • Black Millennials’ Goals, Aspirations, Concerns, and Financial Challenges

                                                                                                        • Key points
                                                                                                          • Millennials most proud of technology, personal achievements, and accomplishments by other Blacks
                                                                                                            • Future goals include owning a business, stable career, and having a family
                                                                                                              • Blacks have a strong will to overcome obstacles, race plays a role
                                                                                                                • Figure 31: Millennials’ general attitudes toward success, by race/Hispanic origin, December 2014
                                                                                                              • Money is less of defining factor for success among women
                                                                                                                • Figure 32: Black Millennials’ general attitudes toward success, by gender, December 2014
                                                                                                              • Blacks want to impact positive change in Black community
                                                                                                                • Figure 33: Millennials’ personal goals and aspirations, by race/Hispanic origin, December 2014
                                                                                                              • More Blacks than Whites and Hispanics want to be entrepreneurs
                                                                                                                • Figure 34: Millennials’ career-related goals, by race/Hispanic origin, December 2014
                                                                                                              • Blacks more likely than others to worry about paying student loan debt
                                                                                                                • Figure 35: Millennials’ financial challenges, by race/Hispanic origin, December 2014
                                                                                                                • Figure 36: Black Millennials’ financial challenges, by gender, December 2014
                                                                                                                • Figure 37: Millennials’ attitudes toward finances, savings and investments – Any agree, by race/Hispanic origin, December 2014
                                                                                                                • Figure 38: Black Millennials’ attitudes toward finances, savings, and investments – Any agree, by gender, December 2014
                                                                                                              • Perseverance more of indicator of success than being college educated
                                                                                                              • Black Millennials’ Attitudes toward Shopping, Fashion, and Trendsetting

                                                                                                                • Key points
                                                                                                                  • Black Millennials want to stand out and be different, fashion helps
                                                                                                                    • Figure 39: Trendsetting among Millennials, by race/Hispanic origin, August 2013-September 2014
                                                                                                                  • Word of mouth is powerful, experiential is also key
                                                                                                                    • Figure 40: Millennials’ attitudes toward shopping, by race/Hispanic origin, December 2014
                                                                                                                  • Blacks shop a wider variety of stores, enjoy shopping
                                                                                                                    • Figure 41: Level of enthusiasm Millennials have for shopping, by race/Hispanic origin, August 2013-September 2014
                                                                                                                  • Store environment is important to Blacks, will travel to favorite stores
                                                                                                                    • Figure 42: Millennials’ attitudes toward store environment, by race/Hispanic origin, August 2013-September 2014
                                                                                                                  • Price is important, but not at the sacrifice of getting what they want
                                                                                                                    • Figure 43: The role price plays in where Millennials shop, by race/Hispanic origin, August 2013-September 2014
                                                                                                                • Black Millennials’ Attitudes toward Sustainability and Global Views

                                                                                                                  • Key points
                                                                                                                    • Six in 10 say US should take care of home first before helping other countries
                                                                                                                      • Figure 44: Black Millennials’ world view, December 2014
                                                                                                                    • Blacks less likely to lead green lifestyle, not due to lack of interest
                                                                                                                      • Figure 45: Millennials’ attitudes toward living a sustainable lifestyle, by race/Hispanic origin, August 2013-September 2014
                                                                                                                    • Brands’ sustainability practices important to Blacks, but less so than it is for others
                                                                                                                      • Figure 46: Millennials’ attitudes toward brands’ sustainability efforts, by race/Hispanic origin, August 2013-September 2014
                                                                                                                  • Black Millennials’ Internet Access and Online Activities

                                                                                                                    • Key points
                                                                                                                      • Nine in 10 Black Millennials use mobile devices to access the internet
                                                                                                                        • Figure 47: Devices Black Millennials used to access the internet, by gender, December 2014
                                                                                                                      • Black Millennials consume more than one quarter of content via online TV
                                                                                                                        • Figure 48: How Black Millennials consume television content, by gender, December 2014
                                                                                                                      • Nine out of 10 Black Millennials shop online
                                                                                                                        • Figure 49: Black Millennials’ online activities, by gender, December 2014
                                                                                                                    • Black Millennials’ and Social Media

                                                                                                                      • Key points
                                                                                                                        • Three out of 10 Black Millennials follow 20+ brands
                                                                                                                          • Figure 50: Number of companies/brands Blacks follow, by Millennials versus all, February 2014
                                                                                                                        • Celebrities and TV shows among the top entities Millennials follow
                                                                                                                          • Figure 51: Black companies, celebrities, and organizations following, by Millennials versus all, February 2014
                                                                                                                        • Millennials are more likely to follow Black-related entities on social media
                                                                                                                          • Figure 52: Companies, celebrities, and organizations Millennials follow, by Black versus non-Black entities, February 2014
                                                                                                                        • Millennials more likely to unfriend or unfollow for too many posts and controversy
                                                                                                                          • Figure 53: Blacks’ attitudes toward social media, by Millennials versus all, February 2014
                                                                                                                        • One quarter of Millennials post or retweet about brands, more so than others
                                                                                                                          • Figure 54: Blacks’ attitudes toward companies/brands on social media, by Millennials versus all, February 2014
                                                                                                                      • Black Millennials’ Attitudes toward Advertising

                                                                                                                        • Key points
                                                                                                                          • Black Millennials more receptive than others to advertising
                                                                                                                            • Figure 55: Millennials’ attitudes toward advertising in general, by race/Hispanic origin, August 2013-September 2014
                                                                                                                          • Humorous ads appeal to Millennials
                                                                                                                            • Figure 56: Millennials’ attitudes toward advertising, by race/Hispanic origin, December 2014
                                                                                                                          • Advertisers may be missing the mark when it comes to Millennials
                                                                                                                            • Figure 57: Attitudes toward how Blacks are depicted in ads, by generation, May 2014
                                                                                                                          • Vast majority of Millennials want more ads that reflect their culture
                                                                                                                            • Figure 58: Blacks’ attitudes and receptivity to targeted advertising, by generation, May 2014
                                                                                                                          • Targeted efforts can pay off for marketers, if the messages are culturally relevant
                                                                                                                            • Millennials are twice as likely to avoid brands that don’t support the Black community
                                                                                                                              • Figure 59: Blacks’ attitudes and receptivity to targeted advertising, by generation, May 2014
                                                                                                                            • TV and sponsorships are the best way to impact purchase funnel
                                                                                                                              • Figure 60: Effectiveness of advertising media on purchase funnel among Black Millennials, May 2014
                                                                                                                          • Appealing Brand Qualities and Brand Interactions

                                                                                                                            • Key points
                                                                                                                              • Quality is important, but so is affordability and personal relevance
                                                                                                                                  • Figure 61: Appealing brand qualities, by race/Hispanic origin, December 2014
                                                                                                                                  • Figure 62: Appealing brand qualities, by gender, December 2014
                                                                                                                                • Reading and posting reviews are a key way to interact with brands
                                                                                                                                  • Figure 63: Black Millennials’ interactions with companies, by gender, December 2014
                                                                                                                              • Consumer Segmentation

                                                                                                                                • Overview
                                                                                                                                  • Figure 64: Black advertising receptivity segments, May 2014/December 2014
                                                                                                                                • Cluster 1: Cultural Activists
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Cluster 2: Cultural-listics
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster 3: Cultural Advocates
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Cluster characteristic tables
                                                                                                                                                          • Figure 65: Black Millennials’ responsibility for living expenses, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 66: Who Black Millennials live with, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 67: How Black Millennials view themselves, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 68: How Black Millennials see other Millennials, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 69: How Black Millennials think they are seen by older generations, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 70: Black Millennials’ general attitudes toward life, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 71: Things Black Millennials are most concerned about (net), by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 72: Black Millennials’ general attitudes toward family, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 73: Black Millennials’ general attitudes toward success, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 74: Black Millennials’ personal goals and aspirations, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 75: Black Millennials’ career-related goals, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 76: Black Millennials’ attitudes toward culture, discrimination, and world view, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 77: Race/Ethnicity of who Black Millennials spend most of their time with – At home, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 78: Race/Ethnicity of who Black Millennials spend most of their time with – Out of home (not at work), by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 79: Race/Ethnicity of who Black Millennials spend most of their time with – At work, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 80: Appealing brand qualities, by Black advertising receptivity segments, December 2014
                                                                                                                                                          • Figure 81: Financial challenges Black Millennials face, by Black advertising receptivity segments, December 2014
                                                                                                                                                        • Cluster demographic profile tables
                                                                                                                                                          • Figure 82: Black advertising receptivity segments, by demographics, December 2014
                                                                                                                                                      • Appendix – The US Black Population

                                                                                                                                                          • Key points
                                                                                                                                                            • Buying power
                                                                                                                                                              • Figure 83: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                                                                                            • Black buying power is growing at a faster rate than that of White consumers
                                                                                                                                                              • Figure 84: Changes in buying power, by race, June 2013
                                                                                                                                                            • Black buying power more than $1 trillion
                                                                                                                                                              • Figure 85: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                                                                                                            • Top 10 states with highest buying power represent two thirds of buying power
                                                                                                                                                              • Figure 86: Top 10 states ranked by value of Black buying power, 2013
                                                                                                                                                            • Population statistics
                                                                                                                                                              • Black population growing at a faster rate than Whites
                                                                                                                                                                • Figure 87: Population by race and Hispanic origin, 2009-19
                                                                                                                                                              • Black population growth slows
                                                                                                                                                                • Figure 88: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                              • Children younger than 18 account for 27% of Black population
                                                                                                                                                                • Figure 89: Black population, by age, 2009-19
                                                                                                                                                              • Geographic concentration
                                                                                                                                                                • Majority of Blacks reside in the South; a different marketing approach may be needed
                                                                                                                                                                  • Figure 90: Black geographic concentration, by region, 2010
                                                                                                                                                                • Population grows in the South, reverse migration may be occurring
                                                                                                                                                                  • Figure 91: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
                                                                                                                                                                • New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
                                                                                                                                                                  • Figure 92: Top 10 cities with the largest population of Blacks, 2010
                                                                                                                                                                • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                                                                                                  • Figure 93: Top 10 cities with the highest percentage of Blacks [in millions], 2010
                                                                                                                                                                • Gender
                                                                                                                                                                  • Figure 94: Men by race and Hispanic origin, 2009-19
                                                                                                                                                                  • Figure 95: Women by race and Hispanic origin, 2009-19
                                                                                                                                                                • Generations
                                                                                                                                                                  • iGeneration and Millennials represent nearly half of Black population
                                                                                                                                                                    • Figure 96: Population of generations, by race/Hispanic origin, 2014
                                                                                                                                                                    • Figure 97: Distribution of population by race and generation, 2014
                                                                                                                                                                  • Marital status
                                                                                                                                                                    • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                                                                                      • Figure 98: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                                                                    • Blacks twice as likely never to marry
                                                                                                                                                                      • Figure 99: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                                                                                      • Figure 100: Marital status of Blacks, by age, 2013
                                                                                                                                                                      • Figure 101: Marital status of Black adults, by gender, 2013
                                                                                                                                                                    • Parental status
                                                                                                                                                                      • One third of Black households are headed by women
                                                                                                                                                                        • Figure 102: Households type, by race of householder, 2013
                                                                                                                                                                      • More Black children born to unmarried women in 2012
                                                                                                                                                                        • Figure 103: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                                                                                        • Figure 104: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                                                                                        • Figure 105: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                        • Figure 106: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                                                        • Figure 107: Black households, by presence and ages of own children, 2013
                                                                                                                                                                      • Education
                                                                                                                                                                        • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                                                                                          • Figure 108: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                                                                                        • Income
                                                                                                                                                                          • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                                                                                            • Figure 109: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                                                                            • Figure 110: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                                          • Race/Hispanic origin
                                                                                                                                                                            • Figure 111: Millennials’ attitudes toward TV as an ad medium, by race/Hispanic origin, August 2013-September 2014
                                                                                                                                                                          • Total Millennial population
                                                                                                                                                                            • Figure 112: Things Black Millennials are most concerned about, December 2014
                                                                                                                                                                          • Gender
                                                                                                                                                                            • Figure 113: How Black Millennials see other Millennials, by gender, December 2014
                                                                                                                                                                            • Figure 114: How Black Millennials believe older generation sees them, by gender, December 2014
                                                                                                                                                                            • Figure 115: Things Black Millennials are most concerned about (net), by gender, December 2014
                                                                                                                                                                            • Figure 116: Black Millennials’ responsibility for living expenses, by gender, December 2014
                                                                                                                                                                            • Figure 117: Black Millennials’ attitudes toward advertising, by gender, December 2014
                                                                                                                                                                          • Age
                                                                                                                                                                            • Figure 118: Black Millennials’ responsibility for living expenses, by age, December 2014
                                                                                                                                                                          • Age and income
                                                                                                                                                                            • Figure 119: Black Millennials’ responsibility for living expenses, by age and household income, December 2014
                                                                                                                                                                          • Parental status
                                                                                                                                                                            • Figure 120: Things Black Millennials are most concerned about (net), by parental status and presence of children in household, December 2014
                                                                                                                                                                            • Figure 121: Black Millennials’ responsibility for living expenses, by parental status and presence of children in household, December 2014
                                                                                                                                                                        • Appendix – Black Advertising Firms

                                                                                                                                                                            • Burrell Communications Group
                                                                                                                                                                              • Carol H. Williams (CHWA)
                                                                                                                                                                                • Commonground
                                                                                                                                                                                  • GlobalHue
                                                                                                                                                                                    • LimeGreen
                                                                                                                                                                                      • Muse Communications
                                                                                                                                                                                        • Sanders/Wingo Advertising
                                                                                                                                                                                          • UniWorld Group
                                                                                                                                                                                            • Walton Isaacson
                                                                                                                                                                                            • Appendix – Black Community Organizations

                                                                                                                                                                                              • 100 Black Men of America, Inc
                                                                                                                                                                                                • Alpha Kappa Alpha Sorority, Inc
                                                                                                                                                                                                  • Alpha Phi Alpha Fraternity, Inc
                                                                                                                                                                                                    • Delta Sigma Theta Sorority, Inc.
                                                                                                                                                                                                      • Kappa Alpha Psi Fraternity, Inc.®
                                                                                                                                                                                                        • National Association for the Advancement of Colored People (NAACP)
                                                                                                                                                                                                          • National Black MBA Association, Inc.
                                                                                                                                                                                                            • National Coalition of 100 Black Women (NCBW)
                                                                                                                                                                                                              • National Grand Lodge of Prince Hall Masons and Order of the Eastern Star
                                                                                                                                                                                                                • National Urban League
                                                                                                                                                                                                                  • Omega Psi Phi Fraternity, Inc
                                                                                                                                                                                                                    • Zeta Phi Beta Sorority, Inc
                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                        • Advertising Research Foundation (ARF)
                                                                                                                                                                                                                          • American Advertising Federation (AAF)
                                                                                                                                                                                                                            • American Association of Advertising Agencies (AAAA)
                                                                                                                                                                                                                              • American Marketing Association (AMA)
                                                                                                                                                                                                                                • Association of National Advertisers (ANA)
                                                                                                                                                                                                                                  • Digital Media Association (DiMA)
                                                                                                                                                                                                                                    • Generations United
                                                                                                                                                                                                                                      • Interactive Advertising Bureau (IAB)
                                                                                                                                                                                                                                        • International Advertising Association (IAA)
                                                                                                                                                                                                                                          • Social Media Advertising Consortium (SMAC)
                                                                                                                                                                                                                                            • Social Media Association (SMA)
                                                                                                                                                                                                                                              • WOMMA
                                                                                                                                                                                                                                                • World Federation of Advertisers (WFA)

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • Burrell Communications Group, LLC
                                                                                                                                                                                                                                                • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                                                                • Coca-Cola Company (The)
                                                                                                                                                                                                                                                • Diageo Plc
                                                                                                                                                                                                                                                • The New York Times Company
                                                                                                                                                                                                                                                • Toyota Motor Corporation
                                                                                                                                                                                                                                                • Verizon Wireless (Cellco)
                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                Black Millennials - US - February 2015

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