Black Dimensionality: Lean Into the Layers of Black American Life

What is Black Dimensionality? Let Me Explain Black, Again brings the science and the art to the understanding we all need when it comes to Black people in America, and Black consumers. Kimberlé Williams Crenshaw coined the term "intersectionality" which examines the point at which being, for example, not only Black, but Black, female and LGBTQIA+ affects an individual, given these characteristics and identities have a significant history of marginalization and discrimination. Per this example, think of the intersectionality of being an individual who is Black (Race), Female (Gender) and LGBTQIA+ (Sexual Orientation); think about how these three barriers affect that individual in nearly?every institution and social American construct by which they rely in a pursuit of life, liberty and happiness.

Likewise, I think of Black Dimensionality as a cousin to intersectionality. Black Dimensionality examines, at its core, the dimensions of Black identity and the range in which we exist, because Black consumers are not a monolith. I identify five subsegments within the Black culture that have their own unique identity, beliefs, behaviors, motivations and pain points. I break it down in the book, but to recap, they are:?

• Black Millennials and Gen Z (Black Youth). I call them the Forerunners. They're the most influential subsegment within Black culture.?
• Black Women are the "Fighters for Cultural Good". They're statistically the largest share of household leaders, providers, and the most educated subsegment.?
• I call the Black Men "The Path Forgers". They're positively redefining their reputation, and reclaiming their position as leaders in society and the Black community.?
• Here are the least talked about subsegments, but two of the most important: Black Immigrants, "The Foreigners Only by Name'', and Black LGBTQIA+ , whom I deem "The Fairness Fighters". Black Immigrants are one or two generations removed from their native country, but share in the struggles of ADOS (African descendents of the (en)slaved); and they contribute to the culture in meaningful ways. Black LGBTQIA+ are on the frontlines of freedom and fairness for all.?

It's easy to see, when you break it down, how these groups indeed share Blackness in common, but are otherwise very different consumers, and have very different historical experiences. Investing in research and talks about these subsegments can help market researchers and brands understand who they're communicating with ...effectively aiding them in getting the narrative right. That's how you win!?

????? Let Me Explain Black, Again?https://a.co/d/f6qYTLT

#blackinsights ?#blackamericans ?#africanamericans ?#consumerinsights ?#marketinsights ?#consumerresearch ?#marketresearch ?#blackmagic ?#blackvoices ?#capblack ?#marketing ?#allyship ?#allies ?#ally ?#blackvalue ?#consumervalue ?#letmeexplainblack ?#peppermiller