Why it matters
Brands are seeking to demonstrate their support to the Black community with positive statements and purpose-driven actions. In many cases, however, products in categories such as grooming, style and beauty are not engineered with this audience in mind.
- Serving Black consumers requires a holistic approach that spans from research and development through to insights generation and advertising.
- Differentiation can be achieved in product attributes as much as brand strategy when marketers are solving common, but neglected, painpoints.
- Authentically connecting with culture is invaluable for brands that want to reach younger consumers who often regard themselves as...