Latino and Asian Firms Are Way Ahead in Efforts to Get Marketers to Better Understand Diverse Customers
Black media and ad agencies have had enough …… enough of seeing their efforts taken for granted to help marketers better understand the black consumer
… enough of working with budgets that have always been slivers and are now crumbs
… enough of seeing the black consumer misunderstood and far too many mainstream marketers resolving to stay in the dark rather than “get it.”For years, black media companies, ad agencies (and yours truly) have made the case over and over about the value and cultural capital that black consumers bring to the marketplace.
We’ve conducted large-scale independent segmentation studies that reveal how blacks are not only different from mainstream consumers, but also different from each other in meaningful ways.