Revival of the Black American Marketplace - US - January 2009
African Americans, with a buying power projected to reach $1.2 trillion by the year 2012, higher education and professional achievements, a Black president in the White House, prove that Black Americans and Black culture have come to the forefront of the national conscience once again.
Today, many companies realize the value of having a multicultural marketing strategy that includes Black consumers. Unfortunately, many advertisers have experienced mixed results from their programs and many cite a lack of credible metrics to determine the success of their efforts.
This report will assist marketers in understanding the following:
Economic and educational factors, along with life experience create as many viewpoints as there are individuals within the race
The election of President Barack Obama and its effect on the mindset of Black consumers
The portrayal of African Americans in advertising and in the media today
Why it is important for marketers to ensure that personnel on any team targeting African Americans have enough cultural sensitivity and multicultural marketing experience to fully understand the Black consumer market
Black media, its history and importance to the Black community as a trusted, unbiased provider of culturally-relevant news, opinion and entertainment
The meaning of wealth and education to African Americans, along with the long-held obligation to reach back and pull another up and how marketers can engage with consumers to achieve this goal
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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