5 Pro Tips for Reaching Black Consumers

If you want to diversify your consumer base and attract new African-American consumers, these tips can help. First and foremost, it’s vital to understand why inclusion is so important. Although African-Americans only make up 14% of the entire U.S. population, they spend over $1.2 trillion every year on products and services. Their demographic is often left out of the loop when it comes to marketing, especially in regions that are predominantly white or only cater to one particular culture. These tips will help you connect with more African-American consumers and become more inclusive.

Know What Speaks to Them

We buy from the heart. Most consumers tend to make purchases based on emotion – we are more likely to purchase (and repurchase) things that make us feel a particular way (i.e. beautiful, confident, trendy). Black consumers tend to buy a large portion of cosmetics, especially ethnic-based hair and beauty products. They also like to purchase more household essential items. Overall, African-Americans are into cultivating a good self-image and have high standards for their appearance and personal style. Companies should keep this in mind when designing and testing their products.

Get Real Reviews from African-American Customers

We’re naturally skeptical so we have to see it to believe it. Having real African-American consumers experience your product and write a positive review about it could help appeal to more people in this demographic. People want to connect with others they can relate to; a black person’s experience in America is different than a white person’s, and that nuance should be explored, acknowledged, and welcomed rather than ignored. Many businesses attempt to be so inclusive that they ultimately ignore the African-American narrative or contemporary black experience. There is nothing wrong with acknowledging our racial differences and celebrating how our cultural variance shape the way we interact with and use a certain product or skill. Seeking out new reviews from African-American consumers or influencers will help you begin to diversify your consumer base. However, be warned—if you attempt to purchase false reviews for your business page, your business can end up getting flagged.

Celebrate Cultural Differences

We take our history and our culture seriously. Embrace Black History Month and launch a campaign that showcases some of the most influential American-American figures in your industry. Spotify does an excellent example of demonstrating how businesses can appeal to black consumers without appearing racist or discriminatory. Their “Black History Is Happening Now” campaign has been going strong since July 2018, and it helps spotlight some of the amazing music, podcasts, and creative works being made by contemporary black artists. There are many interesting facets of African-American culture and history, so start by educating yourself and learning how these aspects relate to your customers’ lives.

Have Greater Representation in Marketing

We want to be included. Ensure that any promotional images you have for your product include African-American models. Your potential customers should feel included and recognized by your brand. African-Americans are often excluded in marketing material, and it’s vital for marketing professionals and designers today to become more inclusive and pave the way for more equality. To encourage greater inclusion, make sure that your own marketing team is dynamic and multi-cultural. You should have people of color in the workplace so you can give an authentic voice to Asian, black, and Hispanic consumers. All too often, businesses fail to even consult with or incorporate people of color (POC) voices in their ad campaigns, which leads to accidental stereotyping and possibly even offensive marketing material.

Understand Cultural Appropriation

We pay attention to marketing gimmicks. Black millennials are active on social media and highly attuned to how brands often appropriate their culture to market it to non-African-American consumers. Make sure that you learn about what cultural appropriation entails, and avoid stereotyping when you design a product or marketing material geared toward a black audience. African-American customers look beyond a brand’s surface; they are outspoken and willing to question a company’s intention and bottom line. Their needs should be first and foremost in any marketing equation, and you should make sure that you are consciously aware of how your brand is presenting itself and being perceived by the African-American community.

As you begin to expand your target demographic and become more culturally inclusive, make sure that you still have your consumers’ needs and benefits at the heart of everything. Whether they’re African-American, Asian, Hispanic or white, your customers are real human beings who deserve a brand that always acts in their best interest.

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