part 2 of the ethnodynamics african/african americans . focus groups . ... disadvantages . i shy...

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Marketing to African Americans Part 2 of the Ethnodynamics Series

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Proportion of total population 2000 to 2010

43 43 12% to 13%

Source: 2010 US Census, The Nielsen Company, Market News, & The Selig Center for Economic Growth

2000 to 2010: +4.3 million more African Americans

$957B to ~$1.2T +25% increase in spending power by 2015

African-Americans

3

Methodology: A multi-phased approach

3-hour expert interviews • Pepper Miller

Ethnic Marketer Interviews

25 respondents in a 10 day online community • African/African

American

AVid: Online Communities

2-hour focus groups in two cities:

• African/African

Americans

Focus Groups

25-minute online & face-to-face survey • n=582 African

Americans

Data weighted to represent 2010 census

Quantitative Survey

+ + +

OVERVIEW

What are the drivers of ethnic identity for African Americans? How does ethnicity impact their preferences?

• Content • Category

How can marketers be more authentic when speaking to this audience?

4

What are the drivers of African American identity?

5

6

My ethnicity is a significant part of my identity

I am proud of my ethnic identity

70 48 70 82

For African Americans, ethnicity is core to who they are

Source: Quantitative African American General Population

Indicates a high index of 120 or above vs. GP

%: Strongly agree/agree when it comes to my ethnicity

7

33

People of my ethnicity have to overcome many disadvantages

I shy away from people who base things solely on my ethnicity

I often feel discriminated against because of my ethnicity

I am more comfortable with my ethnic identity today than when I was younger

78 54 46 40

African Americans feel they've faced more discrimination & disadvantage vs. other minorities

Source: Quantitative African American Hispanic/Asian Avg.


64 42 57 36


8

47

It is extremely important to me to embrace cultural diversity

My friends represent a wide range of races/ethnicities

I have a special connection with people of my own ethnicity

I like to be a part of activities & traditions that celebrate my ethnicity

73 61 67 56 59 46 55 39

Source: Quantitative

As such, they embrace cultural diversity as a means to celebrate their own ethnicity

African American General Population



Embrace own cultural and ethnic identity, not be ashamed of anything

Stay together (not make own group look bad)

Earn respect

Prove self – to be known for who I am rather than what color I am

Educate, for cultural awareness all around – results in an openness to other cultures and experiences, fear of isolation

Correct the way one carries self/speaks, not use colloquialisms in mixed company (but have avenues where I can “let my guard down”)

9 Source: Qualitative

This complex dichotomy impacts how they perceive and react to the world

TO FIT IN

BE PROUD

10

...grew up ...describe myself ... see my environment Behavior

Neighborhood Political beliefs

Religion/faith Home décor

Language Friends/social circle

Reunions/family gatherings Ethnic advocate

Community involvement Gender roles

Speech/dialect/slang Eating habits/preferences

Music Entertainment (on TV)

Clothes and fashion Vacations

News

First name Family name Appearance

Growing up/age Education

Choosing where to live Career choices

Spouse selection Childbirth

Childrearing Developing individuality

Developing values Friends’ opinions

Role models Socio-economic class

Gender

Political events Current events/headlines

Family events Involvement in ethnicity-

related causes Moments of discrimination

Holidays/cultural celebrations Moments of “defense”

Moments of ethnic pride, celebration or relating to personal truths

Source: Qualitative + Quantitative

Drivers by ethnicity - How I...?

A number of drivers define ethnicity in general

Music

Political beliefs

Ethnic champion

Involvement in ethnicity-related causes

Age

Source: Quantitative: Correlation Driver Analysis | Source: US Census, 2008

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The drivers of ethnicity for African Americans (AA)

Drivers by ethnicity - Ranked by order of importance

Source: Quantitative: Correlation Driver Analysis | Source: US Census, 2008

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47% are 29 and under (18.9 MM) 28% are 30 to 49 (11.1 MM) 25% are 50 and over (9.9 MM)

Nearly half of African Americans today are under the age of 30 2010 Projections of African Americans:

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People of my ethnicity have to overcome many

disadvantages

I am proud of my ethnic identity

My ethnicity is a significant part of my identity

I make it a point to expose my

children to my ethnic background

Age correlates with a heightened sense of awareness of one’s own ethnicity...


73 73 64

33

80 82 70

51

83 91

77

60

is significantly higher than Gen Y at a 95% level of confidence. is significantly higher than Gen X at a 95% level of confidence.


25% more than Gen Y

20% more than Gen Y

Influenced strongly by my race or

ethnicity when growing up

Growing up there was at least one

person who taught me about my ethnicity

My ethnicity influences the way I talk to

my close family and friends

It’s easy to tell my race based on my

first name

61

45

64

39

74

58 57

31

77

60

45

18


is significantly higher than Gen Y at a 95% level of confidence. is significantly higher than Boomers at a 95% level of confidence.

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For those older, ethnicity is fundamental. Younger AA are more expressive with ethnicity %: Influence of Ethnicity

Internal – who I am External - how I act

How does ethnicity impact content preferences?

15

16 African American General Population


More than a third look for or listen to online content that is geared towards their ethnicity %: I use the following weekly

37 34

30 29 28 26 20 20 20 20

Content or information related

to ethnicity on general websites

Internet radio geared toward my

ethnicity

Websites geared toward my

ethnicity

Content or information on

ethnic specific websites

Internet videos geared towards my

ethnicity


0

10

20

30

40

50

60

17 Source: Quantitative

Gen X

Ethno-Specific

Business

General news

Finance World News

Local news

Local Information

News

Gen Y Boomers

For Gen Y, ethnicity is more influential in content choices for business & finance news %: Influence of ethnicity on website/content choice

18

0

10

20

30

40

50

60


Music

Entertainment

TV Shows

Cultural Events Plays/Theatre

Movies

Games

Culture

Ethnicity is more important when it comes to TV shows and games among Gen Y %: Influence of ethnicity on website/content choice

Gen X Gen Y Boomers

19

0

10

20

30

40

50

60

%: Influence of ethnicity on website/content choice


Beauty

Fashion/Style

Religion

Parenting/Family

Dating

Sex/Relationship Advice

Variety

Gen X Gen Y Boomers

When it comes to fashion & relationships, the differences are more pronounced...

20

0

10

20

30

40

50

60


Food/Recipes

Health/Nutrition/ Wellness

Restaurants

Food

Gen X Gen Y Boomers


A consistent difference also exists for online food & nutrition content

21

0

10

20

30

40

50

60


Shopping

Product Information

Technology

Category & Shopping Product

Reviews

Classifieds Insurance

Automotive


While the scores are lower, younger AA even see ethnicity important in category content

Gen X Gen Y Boomers


AA feel underrepresented in media, providing an opportunity for marketers to meet this need


Represented well Underrepresented

In a positive light In a negative light

True to my ethnicity Dismissive or ignorant

%: Opinion of how ethnicity is "represented" in media


Older African Americans are 50% more likely to feel underrepresented or portrayed negatively

Gen X & Boomers are roughly 50% more likely to feel this way in comparison to Gen Y

Underrepresented

In a negative light

Dismissive or ignorant

%: Opinion of how ethnicity is "represented" in media

How does ethnicity impact category preferences?

24

25

63 64 58

53

70 71 61

53

72 71 60

55

Hair care Skin care Beauty & Cosmetics

Personal Care & Hygiene


%: How important is ethnicity when products are marketed to you? Very/Extremely Important

Personal care & grooming is very important for African Americans, regardless of age

Gen Y Gen X Boomers

26

49

34 31 38

50 44

39 40

59 50 46 44

Entertainment Finance & Financial Services

Auto Tech & Cell Phone



However, older AA would seek more targeting, especially in finance and auto...

is significantly higher than Gen Y at a 95% level of confidence.

Gen Y Gen X Boomers

27

32 37 35

30 39 39 36 36

45 43 43 41

Travel & Food Apparel & Home Goods

CPG & Grocery

Health & Medicine



...with a similar trend for food, packaged goods and medication


Gen Y Gen X Boomers

What do marketers need to do to be authentic?

28

29

[Fast food restaurant] has some of the best marketing in the world, but I get frustrated at their strategy because most of their commercials exclusively show black people buying the food... I know that many non-black people eat food [here]. Why aren't the commercials...a little more diverse and why do they make it seem like only black people eat [here]?

Source: Qualitative – AV-id

“

”


feel most ads are targeted primarily towards Caucasians

feel that ads do a good job speaking to their ethnicity

feel that many ads targeted for AAs are offensive

58%

26%

25%

31

I think Nike does a good job at being diverse...they do a good job at reaching a variety of people.

[Showcasing ethnicity] is important dependent on the product. If I see a shampoo commercial, I'm...not going to purchase it if Eva Longoria is in it, BUT if Queen Latifah is then I might...Something like Dr. Scholl's doesn't really matter. Feet are feet.

Diversity Targeting

Source: Qualitative – AV-id

“ ”

“

”

32

Diversity is the best way to reflect the real world

Show people in my ethnicity are

just like everyone else

Ads would be much better if it showed

larger diversity

Prefer ads show diversity

rather than a single ethnicity


This concept of diversity in advertising is something boomers crave significantly more... %: Strongly agree/agree when it comes to ads

71 62 62 67

81

66 75 75

82 81 80 74


29% more than Gen Y

33

It's important to see my ethnicity

represented in ads

I notice products & brands that make the

effort to reach my ethnicity through ads

An ad that was meant for my

ethnicity has made me feel happy

I've felt moved by an ad that was

targeted at my ethnicity


...however, direct targeting is also important, and can drive brand engagement for all age groups %: Strongly agree/agree when it comes to ads

55 55 49

34

66 57

50 37

74

55 51 42


54 45

71

52

77

55

34

I appreciate seeing ads that accurately reflect my ethnic values

Advertising does not depict my ethnic values at a deep level

Currently, ads are not "accurately" reflecting ethnicity, specifically for older demos %: Strongly agree/agree when it comes to ads



35

True Understanding: Superficial Understanding:

.... but true understanding is also very nuanced & hard to get right

Source: Qualitative – AV-id & Expert Interview

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Some ways marketers might be doing it wrong when it comes to African Americans... What bothers you when marketers target your ethnicity?

WHAT THEY MEANT WHAT THEY SAID

Products that aren't good for us

They reach out to us when it comes to things that are not good for us...like beer, alcohol, cigarettes… marketers will definitely advertise those products or they’ll advertise aggressively with the military.

Targeting our demo but not our ethnicity

I think when they reach out, they’re going to reach out to you as a woman, but not as an African American woman.

Not treating us as intelligent

….because as the young lady said here, they don’t really think we’re that intelligent.

Stereotyping • Fast food • Tobacco/Alcohol • Debt management/Legal • Using cliches around hip-hop/dancing

Source: Qualitative – AV-id & focus groups

37

Avoid obvious ethnic

stereotypes

Addresses a problem my ethnicity faces

in a positive manner

Makes my ethnicity

look good

Makes me feel proud of who I

am


It's about avoiding known stereotypes & presenting positivity, specifically for Boomers %: Very important/important when it comes to ads

61 62 64 61 69

61 61 59

79 75 70 70


52

35

58

27

72

27

38

The role of authentic spokespeople is critical, with only a 1/3 seeing "true" ambassadors %: Strongly agree/agree when it comes to ads


Importance of having authentic ethnic spokesperson in advertising

Currently featured spokespersons are true ambassadors for ethnicity


39

Notice products/brands that make the effort to reach my ethnicity through advertising

Regularly buy products that are used primarily by people of my ethnicity

More trusting of products/brands that make the effort to reach my ethnicity through advertising

More likely to try a product/brand if they go out of their way to target my own ethnicity

38 22 36 24

35 29 40 30 56


%: Strongly agree/agree when it comes to ads

Marketers who "speak ethnicity" benefit...



40

Advertisement featuring an ethnicity that is seen positively is likely to promote conversation

Advertisement featuring an ethnicity that is seen negatively is likely to cause conversation

54 34 63 54 34


%: Strongly agree/agree when it comes to ads

... and if done right, WOM is activated



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Findings

YOUNG, BIG SPENDERS PROJECTED • The spending power of African Americans will increase 25% by 2015, increasing from $957 billion to

$1.2 trillion. • The majority of African Americans are under 30 (47%).

THE CONCEPT OF ETHNIC IDENTITY AND DIVERSITY IS STRONGER WITH OLDER GENERATIONS

• Boomers are 25% more likely than Gen Y to state that they are proud of their ethnic identity and 29% more likely to state that ads would be much better if they showed diversity.

• Older African Americans are twice as likely to feel underrepresented and dismissed in general media versus younger African Americans.

DIGITAL CONTENT IS A MEANINGFUL ETHNIC EXPRESSION FOR GEN Y AFRICAN AMERICANS

• Gen Y is significantly more likely than Boomers to express their ethnicity through their digital content choices, especially for content around business, finance, fashion, food, and product.

• Younger African Americans are significantly more likely to leverage online social, video and content channels to connect and share with others.

SOME CATEGORIES ARE IMPACTED MORE BY ETHNICITY AND AGE THAN OTHERS

• Health care, skin care, hair care and personal care products are significantly impacted by ethnicity regardless of age.

• Boomers are more likely to expect ethnically targeted marketing when it comes to finance, auto, food and pharma.

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Implications

• Younger African Americans are critical for marketers to understand and connect with as their share of wallet and disposable income grows in the next decade.

• Tailor your messaging and creative to speak to the specific generation of your target audience. Boomers are particularly sensitive to ethnic stereotypes and acutely aware of diversity in ads.

• Digital content and communication can provide a valuable platform to engage with younger African Americans from a media perspective.

• When targeting African Americans understand what categories actually matter, specifically by age group. Positivity rules – it’s easy to offend, but connecting successfully takes a deeper understanding of what AA are about (eg. Tide Dad).

African Americans What defines their ethnicity? Online content influenced by ethnicity

• Music • Political beliefs • Ethnic champion • Involvement in ethnicity-related causes • Age

For Gen Y • Business News • Finance News • TV Shows • Games • Fashion • Relationship advice • Restaurants

Categories where ethnicity matters Stereotypes to avoid

• Hair Care / Personal Care / Beauty For Boomers:

• Finance • Auto • Travel & Food • Health & Medicine

• Fast food • Tobacco & Alcohol • Debt management & Legal • Only hip-hop & dancing

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THANK YOU! [email protected] [email protected] advertising.yahoo.com

Ira Amilhussin David Iudica Amy Janis Lauren Weinberg Edwin Wong

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Debbie Solomon Kim Baylor Carisha Larios Nima Srinivasan Annie Yuan

part 2 of the ethnodynamics african/african americans . focus groups . ... disadvantages . i shy...

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