African Americans Alban Stievenart Sophie Blandin Monica Allison
The Facts on African Americans • Demographic: 32 million African Americans in United States Non Hispanic blacks are 12 percent of the US population. • Education: In 1999 15% black people had a college degree. 2000: climbed to 17% • Unemployment: African Americans: 10.2% 1.7 million people
More Demographics • Health: A young black boy in the inner city has the same probability of dying by age 45 as white children nationwide do of dying by age 65. • Location: 39% of black people live in suburbs and they are far wealthier.
Generalities • A common heritage besides skin color • Used to be a greater homogeneity than the ‘Whites’ market • Homogeneity of this market is challenged by the increasing differences in education level and income • 33% of black families live below the poverty level
Core Values • Family and Home life • A strong group consciousness • Believe in education • Always try to better your life
Education • Great differences among African Americans • Those living below the poverty line receive inferior education learn skills and behavior from the street rather than from a parents • Middle-Class African Americans are rapidly becoming more educated
Family Characteristics • Women are head of household : • A great deal of authority in the family • For the middle class : Powerful consumers • More and more middle class African American move to suburbs. • Family below the poverty line : Often live only with their mother in a crime-ridden urban neighborhood. Lack the skills needed to get the job
Spendinghabits • More active than average consumers in many sectors • High priority on defining their personal style very sensitive to brands to better their personal image or to translate their wish for a better life • Leisure shoppers
Shop ‘til you drop • Social event • Favor department stores • Customer Respect • Products • Luxury goods • Jewelry • Personal Care Services • Home electronics • Price is not an option!
Looking Good • Personal Appearance • Image • Brand Equity • “Look at me I’ve made it” • Younger Generation • 50+
Media and Advertising • Advertising • Increased Affluence • Importance of Culture • Emphasis on Image and Success • Unique style • Media • Prime Time Television • BET • Magazines • Late night radio
Preferred Media Remember : Women are most often the head of the household Source : Mediamark research, Inc., 2002
Cognac and Macaroni • Hennessy Cognac Company • Ethnic Identity • Suburban “Urbanites” • Kraft • Customized Dishes • Mac and Cheese and Kool-aid