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.
Multicultural Advertising
Gen Z is the most multicultural generation to date and it’s expected that multicultural advertising budgets are going to increase in the coming years. It’s estimated that the white population in the U.S. will actually be the minority by 2043 according to the U.S. Census. Large cities all across America are now enmeshed with loads of diversity and with the social justice movements during the pandemic, inclusion is now necessity in conducting good business. Yesterday we wrote an article on cross-cultural advertising, so today we’re going to focus on the importance of multicultural advertising. As essential as it is today, it is still no easy feat to create multicultural ads that resonates with its audience and does not offend or alienate them. Thus, we thought we would put together a tips list to help you get started.
Gen Z is the most multicultural generation to date and it’s expected that multicultural advertising budgets are going to increase in the coming years. It’s estimated that the white population in the U.S. will actually be the minority by 2043 according to the U.S. Census. Large cities all across America are now enmeshed with loads of diversity and with the social justice movements during the pandemic, inclusion is now necessity in conducting good business. Yesterday we wrote an article on cross-cultural advertising, so today we’re going to focus on the importance of multicultural advertising. As essential as it is today, it is still no easy feat to create multicultural ads that resonates with its audience and does not offend or alienate them. Thus, we thought we would put together a tips list to help you get started.
1. Research and analyze data. Look at multicultural campaigns that have worked. What did they do? A prime example would be Coca-Cola’s “America’s Beautiful”. Also, don’t forget to make sure to do research into specific cultures that you’re trying to reach as well. Understanding the culture will help you know the motivations of the audience as well as what triggers them to buy something.
2. Have a diverse multicultural marketing/advertising team. Of course, someone from a particular region will understand that place better than anyone. This can help you contextualize your campaigns through your team who has, quite literally, been where your audience is or has been. This diverse team can help you check for accuracy of campaigns.
3. Triple check accuracy and authenticity of campaigns. As stated above it’s important to check the accuracy of the multicultural campaigns. Aside from having your diverse team, your brand can run it by colleagues that may also represent that cultural group. Get their feedback. What emotions did it invoke? This can also be done through A/B testing to see what appeals to the group(s) you’re targeting. Whichever way you shake it, having a cultural expert look at your campaigns is a must before they hit the market.
4. Create empowerment in multicultural communities. How can your campaign create a sense of empowerment? How can you shed some light on issues or diversities that a particular culture has faced? People will trust your brand if you’re authentic in your support to give representation to underrepresented groups!
5. Overcome preconceived cultural beliefs. This could be thought of as research listed at bullet point number one above. Make sure to study the culture and beliefs are your target audience. Even following influencers in that culture can help you understand the mood of target cultures. Keep an open mind and a humble heart while you learn about new cultural groups.
Overall, in the coming years it will be important to develop deeper and stronger understanding of different cultures. A new ecosystem of advertising space is coming to light and it’s right around the corner. It’s crucial to stay up to date with cultural trends and keeping your work space diverse. We’re excited for this new multicultural advertising space and embrace it with open arms. As a business who holds high DEI standards we couldn’t agree more with the increasing importance of multicultural advertising. To see more great examples of brands that got their multicultural advertisements right click HERE.