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.
Finding Your Brand Target Market
Let’s first talk about the difference between target audience and target market. A target market is a set of consumers that a company plans to sell or reach with marketing activities where a target audience is the group or segment within that target market that is being served ads (Marketing Evolution). In this article we will focus on the target market and how your brand can identify yours. Target market is important for businesses in order to be more efficient on targeting specific groups instead of mass marketing to those who may have no interest. It also builds interest in the brand, loyalty and create a higher potential growth of sales. Here are some tips to start finding your brand’s target market.
Let’s first talk about the difference between target audience and target market. A target market is a set of consumers that a company plans to sell or reach with marketing activities where a target audience is the group or segment within that target market that is being served ads (Marketing Evolution). In this article we will focus on the target market and how your brand can identify yours. Target market is important for businesses in order to be more efficient on targeting specific groups instead of mass marketing to those who may have no interest. It also builds interest in the brand, loyalty and create a higher potential growth of sales. Here are some tips to start finding your brand’s target market.
1. Determine what needs your product fills. Analyze your product. Who would buy this product and why? This will help you determine the bullet listed in number 4. Let’s look at an example. Your brand sells home good appliances. Your market then would be older adults who own home or rent.
2. Collect data. Conduct market research. You can do your own research by drawing on existing data, looking at your own network, or gathering from metrics (Forbes). You can collect data using surveys, focus groups and in person talks and/or observations.
3. Look at your competition. Conduct a competitor analysis. You can do this by looking at their business background. Where are they located and what type of facilities do they have? Look at their products. How’s the quality? What are they missing that you can offer? Look at their social media and take notes. What are their sales strategies? For more information on how to do this visit this LINK.
4. Choose demographics & physiographics. Demographics are very important in determining your market as stated above. These include age, location, gender, income, education level, marital status, occupation, and ethnicities. And we’ve all heard of demographics but what are physiographics? These are attributes such as personality, values, lifestyle, interests, attitudes, and hobbies or your target market. All of these combined will help create a complete picture of who you will be selling your products to and how to properly market to them.
Finding your brand’s target market will take some work if you’re a new business breaking into a field. The benefits outweigh the time spent on this research and development toward finding your niche market. Funneling your brand’s audience will assist in being more efficient with time and resources spent on marketing to the correct audience. An audience who is interested in your product will create more sales and overall brand loyalties. Even if you’re a company that has been in business for a while, it’s always good to reassess your target market as trends tend to shift over time.