African-American Market Research

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Coming Into Focus: 2021 Year In Review

This time last year, America was fresh off the high of a change in executive leadership. Americans started rolling up their sleeves for COVID-19 vaccinations, and the nation was undergoing a racial awakening generations in the making. Then a week into the new year, democracy was breached, and the ensuing fallout would test the ideals of what it means to be American. In our 2021 ThinkNow year-end report we examine the economic highs and lows of the past twelve months, and how consumers, in their resilience, have weathered the storms by tapping into their power and wielding it to demand a fair and just society for all.

The Black Consumer Project Finds Black Consumers Resilient and Optimistic

Mainstream media coverage of Black Americans often focuses on the economic and racial disparities that plague Black communities. These pressing societal issues, however, are not the only stories to tell. Black Americans have endured centuries of hardship yet have emerged vibrant, resilient, and optimistic, contributing culturally and economically to the prosperity of America. We explore this story in The Black Consumer Project. WATCH the playback here. The Black Consumer Project ThinkNow and Quantasy + Associates have teamed up to share the narrative of Black Americans as we see it through the lens of our consumer insights and ad agency work. Per the 2020 Census, 46.9 million Americans identify as African American or Black alone or a combination with another race. They contribute $1.4 trillion in annual spending, making them one of the country’s main economic drivers. Fortune 100 firms frequently retain our services to bring authenticity to marketing and media plans targeting Black consumers. But perhaps, more importantly, that authenticity gives a voice to a community that has been misrepresented in advertising since the dawn of the ad age. So, we launched The Black Consumer Project – a series of nationally representative surveys capturing the opinions of over 1,000 Black Americans and 500 non-Blacks to articulate the narrative of one of America’s most vibrant but often misunderstood consumer segments. The project uncovers the unique perspectives, behaviors, and preferences among African American consumers. The first of the several waves, Black Identity, releases in December 2021, focusing on values, self-perception, belief in “The American Dream,” and attitudes held by emerging Black affluent consumers. Future waves will focus on industry specific verticals such as Media & Entertainment, Financial Services and Health & Wellness. Black Identity We use the

Why Marketing To Black Consumer Subcultures Matters

Marketers adept in multicultural marketing have mastered the use of the refrain: “They are not a homogenous group.” While well-intentioned, this phrase typically refers to Hispanic and Asian consumers and perpetuates a glaring omission: African Americans. Like Hispanics and Asians, African Americans are diverse — from skin tones to language, culture rules and mores to folkways.

Entrepreneurship Report 2021: Black Business Ownership In America

Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions. Yet, for the past 40 years, new business formation in the U.S. has been declining.

COVID-19 Drove Record Numbers of Multicultural Voters to The Polls

Six months later, the result of the 2020 Presidential Election is crystal clear. Joe Biden won by over seven million votes. Why Americans voted as they did is something sociologists and political scientists will be analyzing for years to come. Trump’s demeanor and policy positions may have contributed to his loss, but his pugnaciousness and far-Right agenda attracted more voters, many of them multicultural, in 2020 than in 2016. While Trump’s support was increasing, 2020 threw the world a COVID-19 sized curveball. Had the pandemic not occurred, it’s likely Donald Trump would still be President.

[New Report] COVID-19 Vaccines in America, Finding Common Ground

March 2021 marks the one-year anniversary of the official declaration of COVID-19 as a pandemic by the World Health Organization. The first case of coronavirus was reported in the U.S. in January 2020. Two months later, the infection rate was accelerating, prompting former President Trump to declare novel coronavirus a national emergency, unlocking billions of dollars in federal funding to mitigate the spread. What ensued was unprecedented. Worldwide quarantines shuttered businesses, churches, and schools, bringing life as we knew it to a screeching halt. Sports arenas were silent. Streets were vacant, and grocery store shelves bare.

Politics and the Pandemic Stifle Consumer Outlook Heading Into 2021

U.S. consumers adjusted their expectations last year as COVID-19, social injustice, and contentious presidential and senatorial races sent the country into a tailspin. Given the unprecedented disruption, the findings of our sixth annual ThinkNow Pulse™ Report, a national survey examining consumer sentiment across key demographics in the U.S., are especially relevant as marketers scramble to get a pulse on the post-pandemic consumer. Fielded in December 2020, Americans report worsened personal finances and a perception of a weakening economy, and the outlook for 2021 didn’t fare much better.

Health, Wealth, and Racial Injustice: 2020 Year End Review

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched. All of these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior. In our 2020 ThinkNow Year-End Report, we examine the effects of these influences through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.

Multicultural Consumers Less Enthusiastic About Being American

In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines. The past few months have been some of the most polarizing in recent history. A global pandemic decimated the economy, and the murders of Breonna Taylor and George Floyd sparked a worldwide outcry for social justice.

Black American Subcultures Matter, Too

At 13% of the U.S. population, Black Americans are key drivers of mainstream cultural trends. From music to sports, fashion, and the latest Tik Tok dances, the influence of Black American culture is evident in almost every facet of daily American life. But unlike other multicultural groups, African Americans are often still treated as a monolith by marketers. Faulty sampling methods and inadequate segmentation give marketers an inaccurate view of the Black American experience. And while social justice movements have pushed the needle of change forward for D&I initiatives, the complexities and nuances of Black American subculture are still widely misunderstood.