“Twerkin/Nae-Nae/Harlem Shake” (…any dance credited to Black culture)
It is nothing new for Corporate America to join the party late on ideas, phrases, and other happenings of Black culture and re-purpose them for its own financial gain. Blogs discussing cultural appropriation abound. However, Black consumers, their economic power, and the marketing focus we demand can no longer be overlooked, as described by Janie Boschma with The National Journal:
A new Nielsen report on “the untold story” of black consumers, especially affluent ones, shows that as the black population grows, so will its economic influence and buying power.
The report highlights 2015 as a “tipping point” for black Americans in their “unprecedented impact” across a number of areas, especially television, music, social media, and on social issues. Demographic trends combined with the power of social media have collided to empower an increasingly educated, affluent, and tech-savvy black consumer base. As a result, it’s a key time for companies to “build and sustain deeper, more meaningful connections” with black consumers, according to the findings.
“We’re going to see a change in the face of America, as multicultural communities and populations grow more. Companies who aren’t addressing that issue now are going to find themselves a bit out of sorts when the minority become the majority,” says Cheryl Pearson-McNeil, coauthor of the report and Nielsen’s senior vice president for strategic community alliances and consumer engagement. “Marketers have got to keep pace in understanding what’s important to diverse communities.”
The Neilson report that informs this analysis can be found here. Follow the source for more of Janie’s analysis on why any marketing campaign targeting millennials “must include messages to reach African-American youth.”