Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism Ended Up Sending Mixed Marketing Messages

This paper argues that too much of what we see in marketing - while tolerant and inclusive toward Black-Americans - is neither entrenched nor rooted in their experiences or cultural insights.

Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism Ended Up Sending Mixed Marketing Messages

Esther (E.T.) Franklin

Starcom MediaVest Group

Editor’s Note: During the last five years, there has been a strategic debate among marketers about the rapid growth of ethnic minority populations and talk of “minority-majorities.”

In the process, multicultural marketing has become less of a niche activity and more mainstream. An ensuing mêlée, however, has led to considerable confusion over what terms mean, where the boundaries lie, and how reductions in efforts culturally resonate with Black-Americans.

Marketers broadly have spoken of...

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