Y Reports - Consumer Profile: African Americans

This U.S. report is based on the Yankelovich Multicultural Marketing Study 2009 and identifies four values-based trends for understanding African-American consumers.

Y Reports - Consumer Profile: African Americans

Introduction

  • Today's economic climate presents a unique opportunity to move into new target markets. Consumers of all ethnicities are navigating the marketplace with fresh (yet more demanding) attitudes and behaviors – all in service of finding brands that deliver on their definition of value. This, combined with the fact that the economic clout of the African-American segment of the U.S. population continues to grow, creates an opportunity for marketers to expand their market share by reaching out to this young and receptive group – if marketers are willing to extend or even remake...

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