Missed opportunity: Brands would be wise to open their arms to the African-American millennial market

Anne Field

Details the missed opportunity of marketing to African Americans and how to best target this segment.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands