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. (more…)
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.
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.
We use the terms African American, Black American, and Black interchangeably throughout the research. In Wave 1 of The Black Consumer Project, we delve into how these terms are viewed by different segments of the Black community as well as more recent terms like Person of Color (POC) and American-Born Descendant of Slaves (ADOS). Rightly or not, race affects how Black Americans navigate our society and how they choose to spend money. We delve into whether Black Americans consider that their race/heritage defines them. The answers are enlightening and vary considerably by demographic segment. Like most consumers, African Americans appreciate being seen and heard by the brands and companies they support. We, therefore, ask Black consumers whether they have boycotted a company or brand that they felt did something unethical towards the Black community and whether they feel it’s important that companies and brands support diversity and inclusion. Race, however, is just one of many factors that play into Black identity. Included in the study are questions about personal values, how Black consumers would describe themselves, and what their dreams for the future are.
The belief that upward mobility and success is possible in America is shared across all races. What defines success, however, varies. There is considerable difference, for example, within the various age cohorts of the Black community in terms of how they view the American Dream and whether they feel pride in being an American. Income and other demographic differences also affect these views. There are also distinct differences between how Black Americans feel about upward mobility and success when compared to non-Black consumers. The Black Consumer Project, Black Identity, launches December 7th with an online streaming event featuring Associates’ Melanie Williams and ThinkNow’s Roy Eduardo Kokoyachuk, who’ll dive into the data, and a panel discussion featuring Rashad Drakeford (Global Head of Content Marketing, Robinhood), Dom Brown (Sr. Manager of Culture + Community, Instagram) and Diaundra Jones (Co-Founder, Seventh Ave), and moderated by the Julian Mitchell. Don’t miss the first wave of The Black Consumer Project.
Stream The Black Consumer Project here.
The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.
For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands. (more…)
How consumers choose to identify is changing, breaking away from conventions historically used to categorize and hypothesize about who people are and how they live their lives. Yet, traditional constructs aren’t keeping pace with the evolution of identity and leaves no room for the grey areas an increasing number of consumers choose to live in. (more…)
This past year, the murders of George Floyd and Breonna Taylor sparked discussions around racism and inequality in America, prompting calls for social justice. Social injustice, however, is not limited to the inexcusable deaths of unarmed black and brown Americans. Disparities in financial resources also poke holes in the American Dream and keep many Americans struggling to get above the poverty line. While exploring the ThinkNow ConneKt platform, we discovered the LGBTQ+ community is a victim of financial inequality. (more…)
In 2011, we took to pen and paper to ideate an amalgamation of terms to name our market research company and carve out our industry niche. A year before, the 2010 Census came out. It was clear that the Hispanic population in the U.S. was growing, and companies and brands needed to take notice of this bourgeoning consumer group. More than half of the growth in the total U.S. population between 2000 and 2010 was due to an increase in the Hispanic population, according to the U.S. Census Bureau. The Hispanic population grew by 43% during that time. By 2010, Hispanics comprised 16% of the total U.S. population. (more…)
Latin American brands often feel overly confident in entering the U.S. market. Having experienced success in their home markets, they look to replicate that brand affinity north of the border, often using the same strategy that won at home. But, that affinity doesn’t always translate into a successful entry, especially when brands fail to realize and plan for the shift from a mostly homogeneous cultural group to a more diverse society composed of varied multicultural backgrounds, cultural influences, and behavioral drivers.
The tendency of LatAm brands to target their core Hispanic constituency can cause missed opportunities to reach broader markets. (more…)