Afew years ago, marketers at Prudential Financial examining demographic trends uncovered an important insight about African-American millennials: They were too big a group to ignore.
Although the company's sweet spot had been 45- to 55-year-olds, the median age of black consumers skewed much younger. With that in mind, Prudential reassessed its outreach to African-American millennials, stepping up partnerships with key social media influencers, including Tiffany "The Budgetnista" Aliche and My Fab Finance founder Tonya Rapley, and taking aim at black-hosted podcasts and other media outlets that could influence the segment.
The efforts are paying off: Prudential has seen a sharp...