The Black population is not a homogeneous group. therefore, a deeper understanding of the differences in life experiences, age, geographical location, cultural background and income can impact how brands can successfully tap into the existing and emerging demands of this highly active consumer base. The African-American consumer population continues to be a vibrant and dynamic market segment, providing both emerging and mature market attributes.
Still the largest racial minority group in america, with a projected buying power of $1.1 trillion by 2015, Black consumers remain at the forefront of social trends and media consumption. Marketers underestimate the opportunities missed by overlooking Black consumers’ frustration of not having products that meet their needs in their neighborhoods. This frustration is potentially further compounded by the low level of inclusion of Blacks in television programs, advertising messaging and point-of-purchase communication. Companies that don’t advertise using Black media risk having African-Americans perceive them as being dismissive of issues that matter to Black consumers.
" Thank you so much for your work on Barber Shop. We could not have been as successful at the box office without support from organizations such as yours. Your efforts helped move us into the position of having one of the most successful African-American films of all time."
K. Thorpe MGM Studios National Field Operations Director