Connecting Authentically with Black Americans
Do you know the difference between race and ethnicity? A lot of people are unaware that there is a difference between the two. Race is the division of different groups of people based on physical characteristics, such as skin color, eyes, etc. Ethnicity is a social group of people that share a common and distinctive culture, religion, language, etc. For this reason, African American is no longer an accepted term for people of color. Actually, 1 in 10 Black Americans are foreign born from many countries around the world and therefore, black is a more inclusive, widely accepted term now.
Do you know the difference between race and ethnicity? A lot of people are unaware that there is a difference between the two. Race is the division of different groups of people based on physical characteristics, such as skin color, eyes, etc. Ethnicity is a social group of people that share a common and distinctive culture, religion, language, etc. For this reason, African American is no longer an accepted term for people of color. Actually, 1 in 10 Black Americans are foreign born from many countries around the world and therefore, black is a more inclusive, widely accepted term now. Brands are now actively pursuing to reach their Black consumer market more than ever before. It is very important to be able to connect with Black audiences on an authentic level while remaining respectful to their culture and communities. We’ve gathered a list of ways to do just that. Although, not extensive, it will help you get started.
Cultural immersion. Do research. Hire experts to guide your choices. Using social media channels to gather information on things that are trending within that group can also provide good insight.
Avoid stereotypes & microaggressions. A microaggression is a back-handed compliment that feeds into a stereotype. For example, referencing that it is amazing that all Black Americans are good sprinters. Avoiding stereotypes all together is very important. Let go of any preconceived ideas that may exist in order to remain open to view the world through the lense of different cultures.
Know that systemic racism is real and understand it. Look up the “school-to-prison” pipeline if you’ve never heard of this. We’re sure you have but just in case… it states that boys of color are systematically disciplined more harshly. They also receive less support through counseling and police are more likely to be called on students of color that misbehave. This raises the risk of incarceration for these children. “60% of incarcerated people, are people of color,” according to a research study on systemic racism by Health Affairs. This is only one small example of systemic racism among many. Knowing that this is real and how it causes harm/trauma to the Black community will be essential to connecting.
Remember that people are multifaceted. Again, this also implies DO NOT stereotype. Understand that Black cultures (as well as other cultures) consist of many types of people. Doctors, engineers, teachers, etc. They can often be disproportionately portrayed as entertainers, criminals, you get the idea. Also, intersectionality exists for everyone, including you and I. Really anyone for that matter. For example, a woman also follows a certain religion, she falls within a particular income bracket and a certain nationality. Therefore, sexuality, income, citizenship and ability all must be considered.
This is just a couple of main points, of many, that will help brand connect with their Black communities. It is in no way considered to be a comprehensive guide but mainly a starting point. If your brand was looking for help on ways to connect with their Black audiences we hope this helps. Personal connections are key to understanding all of your audiences and should be considered top priority.
Cross-cultural Advertising
First off, let’s note that cross-cultural and multi-cultural advertising are not the same. Multi-cultural advertisements are created with a specific ethnic group(s) in mind where cross-cultural advertising is created in order to reach many different cultures simultaneously. Although it may seem straight forward, multi-cultural advertising is a little easier to achieve than the broader spectrum audience of many cultures. Specific ads that may do well in one country may not always do well in another and in countries that are melting pots, such as the U.S., you want to make sure your message gets across the way you intend. Thus, cross-cultural advertising brings with it certain challenges. That being said, cross-cultural advertising has never been more important in today’s global society. Different cultures are more accessible in every part of the world with technology and transportation. It’s imperative that agencies adopt a cross-cultural approach to their advertising strategies. It’s not straight forward but the work will be worth it! Here are some things to consider when creating cross-cultural advertisements.
First off, let’s note that cross-cultural and multi-cultural advertising are not the same. Multi-cultural advertisements are created with a specific ethnic group(s) in mind where cross-cultural advertising is created in order to reach many different cultures simultaneously. Although it may seem straight forward, multi-cultural advertising is a little easier to achieve than the broader spectrum audience of many cultures. Specific ads that may do well in one country may not always do well in another and in countries that are melting pots, such as the U.S., you want to make sure your message gets across the way you intend. Thus, cross-cultural advertising brings with it certain challenges. That being said, cross-cultural advertising has never been more important in today’s global society. Different cultures are more accessible in every part of the world with technology and transportation. It’s imperative that agencies adopt a cross-cultural approach to their advertising strategies. It’s not straight forward but the work will be worth it! Here are some things to consider when creating cross-cultural advertisements.
1. Know your market. Do some research on different cultures that are within the target audience(s). There are so many sub cultures within a country, such as rural areas, southern towns, west coast culture versus east coast culture, etc. You get the idea. Therefore, it’s important to research each and know what strategies to take for your advertisement campaigns to tailor to all and not just one. Make sure to look into what cultures may consider taboo as well.
2. Understand cultural norms within that market. Cultural norms are important when designing your advertising campaign. Avoiding missteps here can save you a lot of headache later. More research here is required. Think about whether a certain culture is more conservative than another. Thai culture believes that the head is a sacred space and that you patting someone on the head is disrespectful. It’s understanding these subtle cultural nuances that will keep your head above water for your cross-cultural advertising campaigns.
3. Consider language. Sometimes particular words do not translate across cultures. There may not be a translation for a word. Also, avoiding particular jargon or slang may be necessary to advertise cross-culturally. For example, hella is a word used in the northern part of California and other parts of the country may have no clue what this word is meant to be used for.
4. Know the values of your audience. Does the target culture(s) stress the importance of collectivism or individualism? Do they promote selflessness for the good of the whole or applaud having a strong personal identity?
5. Pay attention to visuals. Colors invoke specific reactions and have powerful effects. Each culture is different. Certain colors can have meaning in one and a completely different in another. The same can be said for numbers and superstitious objects, such as black cats. In America, black cats and the number 13 are considered unlucky whereas in other cultures they are thought to be signs of good fortune.
There is an art to taking multiple cultures and connecting them together by commonalities. Brands that have great advertising in essence should already have good cross-cultural advertising strategies. However, they will need to branch out to untapped cultures in order to grow if they haven’t already. A brand will need to make sure to stick to their instilled brand culture and find commonalities with the cultures they wish to branch out to. This will ensure that they remain authentic to themselves and their original mission. They will also come off as being “real” to their new cultural audience. Innovative brands should have no problem with this since they are used to being at the intersection of multiple cultures at once. In short, for cross-cultural advertising, research will be required, time will be required and cultural preconceptions may change as a result. Expanding and learning about new cultures will help you understand the world overall much better, reduce stereotypes, enhance communication skills effectively and prevent ethnic/racial divisions.