We See You. You're Valuable. You Matter.

Relevant messaging and content are (still) crucial to winning with Black America

Contributors:

Pepper Miller, Recognized Market Researcher and Thought Leader, peppermiller.net and Ivan Burwell, CEO/Owner, Street Source Marketing, streetsmc.com

We recall being in a client meeting when the question was asked, “How long must the company continue investing in multicultural marketing and sales activities?”  Keep in mind, in this instance, the multicultural volume performance was outpacing general market performance.  

Has anyone been in a meeting where the brand team asked, how long must we invest in general market marketing and sales activities? 

Although the #GeorgeFloyd Movement has clearly directed attention to the racial inequalities and plight of Black America, business leaders continue to have conversations that challenge Black consumer value.

For example, given that a majority of multicultural consumer segments speak a different language, the Black consumer segment, consequently, is lumped together with the general audience instead of targeted as an individual group, with its unique experiences and interests.  

Thus, language has seemingly become the cultural identifier: “They” speak English don’t they?” is the rationale to abandon investment and research efforts in Black consumer marketing. Black culture, then, becomes overlooked, or worse, homogenized and it all signals one thing: Black consumers hold little or no value.  

Consequently, Blacks who represent approximately 12.2% of the total US population, accounted for only 1.4% share of targeted U.S. advertising and brand activation spending. In fact, media spend designed to reach Black consumers decreased year - over- year in all areas, including network TV (-13%), digital (-12%) and syndicated (-11%). These meager marketing investments targeting the under-valued Black consumer market suggests that corporate America has inadequate knowledge of the value of marketing to Blacks and the effect it may have on their bottom line.  

Meanwhile, the struggle for equality, inclusion and celebration have subsequently driven these resilient consumers to be uber-creative, innovative and resourceful. In the US and around the world, their undeniable influence and ingenuity has produced global leaders, trendsetters, icons and changemakers in music, entertainment, fashion, sports, medicine and technology. In fact, according to Nielsen, 73% of White Americans and 67% of Hispanic Americans believe Blacks influence mainstream culture.  

Stories of prominent Black American influencers, supporting everyday Black Americans, are like a wake-up call for business leaders. Their “people first” strategy resonates:  

• Robert Smith, the Black business man and billionaire, paid student loans for every 2019 Morehouse College graduate (A Historically Black College/University– (HBCU). Other wealthy donors have been inspired to address the rising cost of college, and the long-term impact of student loans.
• When international pop singer, Rihanna, launched the Fenty Beauty cosmetics line, exclusively in Sephora stores worldwide in 2017, she insisted that all 40 shades of makeup be included in the messaging and available at all points of retail. Maybelline and Lanc?me’ also had 40+ shades of makeup, but never marketed them to the broader audience. They followed suit shortly after the positive reception and success of the Fenty launch.
• Misty Copeland was told, during her younger years, that because of her brown skin, and her curvy body-type, she would never be a ballerina. Copeland struggled through years of rejection, but persevered toward her dream. In 2015, she became the first African American female principal dancer with the American Ballet Theatre. Since then, she has been leading young girls of all body types to excel in ballet, especially Black and Brown girls.
• Bubba Wallace, Nascar's first Black driver, stands strong in his Blackness with grace. After being racially taunted in social media and finding a "noose" in his garage, the Confederate Flag came down and changed the culture of Nascar. The brand also benefitted with a 40% increase in ratings vs. last year.

Additionally, many TV shows that feature a majority Black cast draw predominately non Black audiences. For example:

                                                 % Non-Black Audience

●     Blackish (ABC)                                             80%

●     Insecure (HBO)                                              62%

●     Real Housewives of Atlanta (Bravo)             35%

Source: Essence Magazine 50th Anniversary Issue: May, 2020

Further, Netflix did not become a Black Network when they launched the campaign Strong Black Lead, led by a dedicated executive team. The initiative was to provide opportunities for Black creatives to develop content for the Black Audience, making Netflix a destination for this audience to see and share their stories. As a result, the network is not only winning with Blacks, it has also captured the attention of non-Blacks who have been inspired to engage in the same content.

Despite all of this, the investment in Total Market, and disinvestment in the Black consumer market, has caused several brands within the packaged goods, food and beverage, and entertainment industries to lose the loyalty of Black consumers. And the bottom line here is, when loyalty is lost, dollars dwindle. There is value in the Black American consumer. 

The truth is, all consumers are valuable. However, it is not enough to acknowledge Black consumers only during moments of peril.

Building a meaningful relationship with Black consumers (and others) must be founded on respect, empathy, engagement, inclusion and celebration.

We are reminded of a quote from the late Dr. Maya Angelou. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”  Use this pivotal time to strategize how your efforts can demonstrate value, and make Black Americans (and all consumers) feel valued.