Let Me Explain Black, Again: Exploring Blind Spots and Black Insights for Marketing & Understanding Black Culture and Perspectives
Editor’s note: To purchase or learn more about the book “Let Me Explain Black, Again,” visit Paramount Market Publishing’s website. Quirk's Media received the book in exchange for the review. The thoughts and opinions expressed within this article are those of the author, Maddie Swenson.
Racial inequality has been an issue in the United States since it became a country (and even before that). In recent years, this inequality has seemingly become more prominent.
In “Let Me Explain Black, Again,” Pepper Miller, author and president of The Hunter-Miller Group, points to three disruptors that have led to this racial “awakening” that many Americans are experiencing. Those disruptors are former President Donald Trump, COVID-19 and the murder of George Floyd.
“The combination of Trump’s leadership and excessive violence against Black people created the perfect storm that caused America to have an ‘overdue awakening’ as coined by Time magazine,” Miller wrote.
Miller wrote the book to be used as a resource and guidebook for Black consumer value; as a deep dive into Black history, identity, language, beliefs and behaviors; and as a place for marketers to get the latest stats on Black communities.
This book is great for all of that, and it's not just for marketing researchers. Everyone can read this book and learn something about the Black experience.
As this article will only summarize a portion of the 244 pages, I encourage you to read the book yourself to receive all of Miller’s insights. You can also read a free excerpt from the book, published by Quirk’s.
Seven common blind spots
Miller defines a blind spot as an unconscious bias a person has. These unconscious actions can lead to exclusion and be used as the justification for inequality. In market research specifically, unconscious bias makes it difficult to achieve a truly inclusive study. Miller presented on this topic during speaking sessions at several Quirk’s Events, including Quirk’s Chicago in March of 2023 and July of 2022.
In this article, I will summarize the seven typical blind spots Miller reports seeing with the clients she works with.
Avoidance of America’s history.
“... Black history is not the same as white history. Blacks have an entirely different historical experience in this country; they are treated differently, and this collective experience besets their beliefs and behavior.” – Page 20, “Let Me Explain Black Again.”
To describe the influence the past has on all Black Americans today, Miller coined the term “Black lens.” This is the perspective through which Black people see the world, themselves and how they perceive how others see them.
Using the Black lens is one way to practice empathy in your research and in all facets of life.
Misunderstanding the language of Black culture.
“Yes, I speak English but are you talking to me?” – Pepper Miller, the Quirk’s Event, 2023.
In both Miller’s session in Chicago and in her book she uses the phrase above to illustrate and emphasize how many do not consider or understand the language of Black culture. In the book, Miller describes a time when a client didn’t think the company needed to have a targeted campaign stating, “They speak English don’t they?”
Miller’s argument is yes, Black people do speak English, but that is not the point. Language is a huge part of culture, so using the language of Black culture authentically will help in your quest to market to Black communities.
Misunderstanding Black identity.
“Today [Black identity] intersects with authenticity and cultural pride. In fact, personal identity and pride have been repurposed to empower Black people and make a statement." – Page 48, “Let Me Explain Black Again.”
Miller writes that understanding the Black identity means going deeper than what is portrayed in mainstream media. It means understanding the history, genealogy, struggles, pride and that identity is something that is collective and individual. Black identity is complex.
Privilege and the deficit of empathy.
In chapter four, Miller argues that no one can truly change a personal bias until they practice some empathy. One way to do this is walking a day in someone else's shoes, trying to see the world from another person's perspective.
In her book, Miller lays out five steps to empathy.
- Dismantle judgment. This is the first step and arguably the hardest. In this step you need to become aware when you are judging, what you tend to judge and why. Once you know this about yourself you can start to fix it.
- Ask good questions. Miller recommends not using “why” questions because it can make people defensive and end up shutting them down. Being able to have a conversation instead of asking yes/no questions will be the most fruitful.
- Active listening. People say a lot through their body language. Pay attention to what is said both verbally and nonverbally.
- Integrate into understanding. This is where you make sense of all the information you have received. Miller cautions to remember that this step is about them not you.
- Use solution imagination. This is where the phrase “take a walk in someone else's shoes” comes into play. Try to picture yourself in a Black person's shoes and what your reaction would be if roles were reversed.
Unapologetically Black.
“Being WOKE is to be aware of and actively attentive to important facts and issues, especially racial and social justice issues. The WOKE Movement is NOT ANTI-WHITE or ANTI-AMERICAN, yet it has called attention to critically examine the broken systems of America, challenge them and create better ones. Thus, taking a stand is the new Black intention.” – Page 55, “Let Me Explain Black Again.”
Many Black Gen Z and Millennials have adopted the mind-set of being unapologetically Black, according to Miller. Being unapologetically Black is when a Black person does not allow the negativity typically associated with being Black into their life. Of course, they are still aware of it but they are not putting an emphasis on it.
Miller says this mind-set has inspired the WOKE movement. We have all heard this term in mainstream media lately. However, the way the media uses the term is not correct, according to Miller.
No, Virginia. We are NOT post racial.
“Black Americans today are better educated, earn higher incomes and are increasing their exposure to a broader world outside of their communities. Yet, they are still more likely than any other group to navigate the broken education, health care, housing, finance and justice systems.” – Page 59, “Let Me Explain Black Again.”
Throughout this section, Miller explains why we are not post racial. Black progress has been stunted because of the systemic racism that exists in this country. Miller explains the systemic issues in the American education, health care, housing, finance and justice systems in chapter eight.
Generations of awakening give rise to the fight for equality.
Miller says the Black agenda is as simple as fighting for inclusion, equality and fair treatment. However, Black communities have been fighting for this for generations.
In her book, Miller quickly walks through every generation from Gen Z back to the Silent Generation (1927-1946). She goes through what disruptors each generation endured plus the movements that were sparked as a result.
She later discusses the difference between equality and equity. Equality being defined as simply “equal opportunity.” Equity is defined as actually providing what is needed for equality.
Here she mentions that with the invention of social media, a tool to help in the fight for equality, important conversations are not just happening around dinner tables. Conversations are happening more widely, which has helped the fight.
Recognizing the importance of Black communities
Throughout the book, Miller goes deeper than these seven blind spots. It is a well-researched book written by a true industry expert who can help researchers and others realize the importance of Black communities.