Editor’s note: Kai Fuentes is president at New York-based Ebony Marketing Systems.
Multicultural research – like the communities that it seeks to better understand – is not a monolith. In making a concerted effort to authentically and transparently connect with ethnically and culturally diverse segments, a wealth of diverse and rich insight reveals itself. And yet it feels as though a day does not go by without a gaffe from a major brand or company that could have been avoided by taking the time to really understand these populations and what makes them unique.
When we talk about innovation, we often think to emergent technologies like blockchain, neuro and AI. Authentic multicultural research has the ability to uplift insights and avoid blunders. It is an innovation tool just waiting for the greater marketing research industry to take better hold of.
Understanding Black Americans in 2021
If there is one aspect of consumer insights that is in dire need of such innovation, it’s in campaigns that seek to connect with the Black community. While over 13% of Americans are Black or African American, the absence of an authentic understanding of this segment is palpable in the consumer sphere. Major brands such as H&M, Estee Lauder and Heineken have been held to account for what looks like inattention at best and insensitivity at its very worst. And, in the wake of the death of George Floyd and the subsequent rise of the Black Lives Matter movement, brands continue to stumble when faced with the opportunity to speak up for justice or stay silent. Consumers – Black consumers in particular – have been watching these responses with eyes open and wallets closed. A Numerator study found that Black and African American consumers are more likely than any other segment to base purchase decisions on a brand’s values (22% compared to the general population’s 18%). In this same report Black consumers were almost twice as likely as the general population (31% to 16%) to say a brand’s commitment to diversity, equality and social justice is important when choosing a product or service.
It’s obvious that there is a business case for authentically connecting with the Black community, but where can marketers who are new to multicultural research start?
Knowledge is power and there are a number of resources available to help market research professionals gain a better understanding of diverse segments. At my own company, we’re committed to aiding the insights industry at large – that’s why we’ve created a quick guide to understanding Black Americans in 2021 (registration required), which is part of a series of guides that we hope will empower researchers to take charge of their multicultural understanding.
Let’s dig into some of the highlights from our findings that I hope will change your mind – and your methodologies – when looking at the Black community.
Understanding Black lives
If you have an image in your mind as to what the Black experience looks like, you’re already setting yourself up for failure. Black populations are as diverse socioeconomically, politically and culturally as they are ethnically. While Black Americans are, by and large, born in the U.S., nearly 4.2 million of the 48.2 million Black population are immigrants and 11% of multiracial-identified Americans are Black-white biracial. The lived experiences, opportunities, goals, dreams and relationships of Black Americans are vastly different across these intersections.
Regionally, African Americans are strongly concentrated in the South with over half (56%) residing in the Southern states. Black Americans do, as a collective, share some overarching ideals. Family and community are of particular importance, as is taking part in cultural activities that highlight Black creators. This is why representation is so important when considering a campaign with the Black community. For example, Reuters found that key influencers like pastors were necessary for improving vaccine acceptance among Black Americans. If you want to authentically connect with Black Americans, finding key influencers within the community to back your cause is imperative to getting things right.
Black people are also avid users of technology and of social media. “Black Twitter” has become a platform within a platform for Black Twitter users to connect, discuss topics specific to the Black community and keep a close eye on brands and cultural events. Brands and marketers seeking to gauge current topics, trends and ideas at the forefront of Black consumer patterns would be smart to look to this publicly available space.
Understanding Black culture
Blackness has long been associated with “cool,” with all eyes on Black artists, musicians, dancers and fashion. That said, Black culture is more than self-expression; it’s also an expression of the kin relationships, customs, traditions and resilience of the community as a whole. Because of this, Black Americans hold brands that celebrate and center Black culture in high regard. Sixty-six percent of African Americans say that they are loyal to brands that authentically reflect their race or ethnicity and, with a buying power of $1.4 trillion as of 2021, it’s easy to see why taking Black culture seriously is so important to one’s campaign. But empty references won’t cut it – the best way to have insight into the Black experience is to have Black people in decision-making roles who can provide cultural guidance and understanding. Authenticity is key and Black consumers know – and respond – when disingenuous efforts are put forth.
As trend makers and culture setters, Black Americans take their image and fashion choices seriously. Black people outspend, relative to their population, on beauty, grooming products, fragrances, personal soap and women and girl’s apparel. In the category of ethnic hair care and beauty products, African Americans carry a whopping 85% of the market. They are 20% more likely to pay extra for a product that is consistent with the image they seek to convey and more likely to shop at high-end stores. When they do, they prefer to shop in-person rather than online.
When it comes to connecting with Black consumers, social values are key. Fifty-eight percent of Black adult consumers expect the brands they buy from to take a stance on social issues – 16% more than the general population. They strongly respond to positive images of African Americans in advertising – especially when the ad offers an endorsement from a celebrity of the same ethnic group.
Understanding the Black experience
Connecting authentically with African Americans means acknowledging the obstacles alongside the joys of Black life. The realities of being Black in America today continue to be haunted by a history of violence, bias and injustice that permeates both outside perspectives of the Black community from non-Black populations as well as the everyday lives of Black people. Waxing over these realities, or leaving them outside of the equation, will present only half the story. At the very same time, brands and insights leaders need to define their own relationship to these issues that centers Black lives rather than cultural imperatives. While more than half of Black Americans expect brands to take a stance on social issues, they’re also skeptical when those stances seem only to align with high-profile issues. If it looks as though your brand is responding to social issues with engagement in mind, rather than empathy, Black consumers will take note. Slogans, hashtags, black squares and one-off campaigns will mean nothing without action behind them. Instead, look to where your brand can make a difference on social issues relevant to the African American community and take real action there – your good work will speak for itself.
As America continues to shine a light on inequities faced by the Black community – and as brands scramble to adjust their messaging to social cues – it’s imperative that you center the unique needs, experiences and livelihoods of Black Americans in the work that you do. Authentic insights are born from actively listening to the communities researchers endeavor to better understand. If you want to get it right, listening to the lived experiences of your Black consumers is a great place to start.
Change starts in our own homes and communities. Arming yourself with a better understanding of the Black American segment can only positively impact your research methodology. Once the market research industry begins to look at and utilize multicultural research as the tool of innovation that it is, we’ll finally begin to truly unlock the diverse, interconnected web that market research is founded on. Together, we can transform the insights industry.