Research and Insights: For Us, by Them?: A Study on Black Consumer Identity and Brand Preference
Blacks in the United States reportedly spend over $1.2 trillion annually with projected spending of nearly $2 trillion by 2021. The U.S. Census Bureau estimates that the number of Blacks in the U.S. will reach 61.4 million by 2050, making this group an ideal target for researchers, marketers, advertisers and others to maximize on Black spending patterns.
Given this growth in numbers and spending power, University of Florida College of Journalism and Communications doctoral students Yewande O. Addie, Brett Ball and Kelsy-Ann Adams wanted to understand how mainstream brands are creating products, messaging, and distinctive campaigns for targeted ethnic audiences. Specifically, their research looks at Black female consumers and their selection of personal hair care brands based on cultural perception and sense of identity.
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