A recent Brandweek article asserts that based on a report commissioned by BET, the black American population is growing 34 percent faster than the population as a whole, and while many marketers are focusing on how the 2010 U.S. Census will show growth in the Hispanic population, a new study argues that the African-American community presents another great opportunity. Some interesting statistics from the report,“African Americans in 2010,” include African Americans are nearly six years younger than all consumers; 47 percent are between 18 and 49 years old, which is considered the top-spending age demo by marketers, and Black households making $75,000-plus have increased 47 percent in the last five years—1.5 times faster than the general population. In Brandweek’s latest article on the African-American market, “How to Reach African-American Consumers,” Todd Wasserman interviews Cynthia Perkins-Roberts, vice president of diversity marketing and business development for Cable Television Advertising Bureau, who breaks down the opportunities available for brands in the African-American market. According to Perkins-Roberts, “When marketers are assessing the fit [of brands and product categories], they should be open-minded and look beyond their current consumers [to] learn about the African-American lifestyle.” Read more.
Read VERGE’s white paper, The Fabulous Quotient: Marketing Your Brand to the Aspirational Woman of Color and Getting it Right.
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