For several years, black media companies, ad agencies and even the team at Black Girl Group, have made the case over and over about how much value, cultural and capital black consumers can bring into the market.
Large studies have been conducted at large-scale by companies such as Nielsen that have revealed not only that black consumers are powerful but that we different from non African American consumers while also being very different from one another.
Over the years agencies have shared ROI best practices and paraded, in both black and mainstream media, success stories from respected senior-level corporate execs who “get it.” We’ve shared videos of black consumers telling their stories about the importance of black culture and how they are pained by the stereotypes in ads that continue to show up. We’ve told our story in countless publications and yet the majority of marketers and advertisers still say “no” to this segment.
Because of this it’s important that more African American advertising agencies exist in the market. This will make it easier for brands to meet African American consumers more efficiently versus having to contract non multicultural agencies who in more ways than not can’t relate to the target market they have been hired to work.
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