Family Dynamics of Black Consumers - US - May 2015
“Black families are very different from other families, due in part to household dynamics. Although there has been some improvement over the years in how Black families are depicted in advertising, many ads today are still viewed as stereotypical or not inclusive of the lifestyle of Black families. It’s important now more than ever given the population and spending power growth for marketers to engage with Black consumers”
– Tonya Roberts, Multicultural Analyst
This report answers the following questions:
- How are family dynamics different for Blacks than they are for other families?
- What are some of the core values of Black families?
- What stereotypes should be avoided when depicting Black families?
There are more than 16 million Black households in the US – more than any other multicultural group. The vast majority of Black households are headed by single people. This has strong implications on the dynamics within the family, and how brands would depict Black families in their advertising.
With a buying power projected to reach nearly $1.3 trillion by 2018, brands will benefit from learning about how family dynamics shape Black households. Marketers who get an understanding of how their brands and products fit into this dynamic will be in a better position to reach them in meaningful ways. This is the first report of its kind on family dynamics among Black consumers.
This report offers an overview of the family dynamics that take place in Black households. Its coverage includes: parenting styles, impact success and culture has on family dynamics, decision making within the family, family leisure activities, etc. Where applicable, findings are analyzed by race/Hispanic origin and key demographics such as parental status and marital status.
The dynamics that exist in Black families is very different than it is for other race groups, and even within the Black community. There are many factors that contribute to the differences, but the fact that Black households are most often headed by women plays a key role. Even when there is a male figure (dad or grandfather), the female in the household is usually the one who sets boundaries for parenting, household finances, activities the family is involved in, etc. There are a lot of negative stereotypes about Black family dynamics. Perhaps two of the biggest typecasts are domineering or angry Black women/mothers, and the absence of Black fathers. To avoid stereotypes and alienating Blacks, marketers have to be careful how they depict Black families, whether it’s in casting (absence of men), and interactions between children and their parents and other elders.
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