Respect and Empower Black Culture
According to a 2018 Nielsen study, African Americans spend $1.2 trillion annually, which makes them a valuable trend-setting audience with considerable buying power. It’s vital you don’t miss the mark when building a relationship with this audience. Ensure your creative, messaging and overall campaign has an authentic voice. That way, what you say can resonate and make more of an impact.
Two brands I believe understand the power of black spending and influence of black culture are Nike and P&G.
Nike’s Colin Kaepernick campaign communicated a message of support and alliance in an authentic way that audiences could connect with. There was also a larger universal message of bravery, overcoming obstacles and standing up for what you believe in.
And P&G’s My Black is Beautiful campaign aimed to inspire 1 million black girls to believe in their beauty, which later led to their Imagine a Future program, creating opportunities for young black girls across the country.
Creating these types of successful meaningful advertising campaigns that truly support social causes, connect with black audiences and make a difference takes a lot of time, effort and care. But, more advertisers can do it – can tell authentic brand stories black audiences can get behind – if only they’re willing to do the research, know their audience, respect and empower black culture, and above all, do one big thing: Have ample black representation at the decision-making level.