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

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...

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