BY Rachel Cagle
Marketing still has a long way to go to root out systematic racism. The impact the Black Lives Matter movement has had on the entire nation (and the many parts the world that also got involved in the protests) has challenged all businesses to step up. Lack of representation in advertisements is a problem the world expects to see us change. Black consumers need to be both a part of and targeted in your client’s next ad campaign.
Black Consumer Buying Power
Not only is the inclusion of Black consumers in advertising the right thing to do, it’s also profitable. Last year, according to a study by Nielsen, the buying power of Black consumers totaled $1.4 trillion. Between 2010 and 2019, this audience’s buying power saw a 48% increase. That increase is higher than the buying power growth of the total population of the U.S. and white consumers, respectively. By 2024, the value of Black buying power is expected to increase to $1.8 trillion. Nielsen also found that Black consumers take an average of 194 shopping trips per year. That’s 22 more trips than the average U.S. consumer makes. Black consumers’ top shopping locations are grocery stores, superstores, dollar stores, drug stores and warehouse clubs.
The coronavirus has also influenced 48% of Black consumers to shop online (11% more than all U.S. consumers). Within the last six months, this audience’s top online purchases included:
- Clothing and Shoes: 49%
- Health and Beauty Products: 47%
- Groceries: 41%
Representation Matters
But why would these consumers want to buy from brands that aren’t inclusive? “African Americans are now 58% more likely to expect the brands they buy to take a stance on these issues and 37% more likely to buy a brand when they do, up from just 4% more likely and 1% more likely respectively last year,” writes Nielsen. And it’s not just Black consumers who feel this way. Allies of all marginalized races and ethnicities are taking action to support the movement. Hispanic consumers, for example, are even more likely than Black consumers to expect brands to take a stance on social issues and adjust their buying habits accordingly.
Advertising Effectively
Now that the significance of inclusive ads has been established, it’s time to discuss which types of ad media to include in your client’s next campaign. According to Nielsen, 98% of Black consumers own smartphones and spend an average of 35 hours on these devices per week. Black consumers over the age of 18 also spend weekly averages of 50 hours and 39 minutes watching TV, 13 hours and 23 minutes listening to the radio and eight hours and 21 minutes social networking. These consumers also spend nearly four hours every week watching online videos and 49% listen to between one and four hours’ worth of podcasts.
These media types will likely mesh well with your client’s general target audience. You can find out for sure by looking up specific audience profiles on AudienceSCAN on AdMall by SalesFuel. Mix and match the data in this article with the information on the profile to make the perfect ad campaign!