At a glance

Ford, the automaker, found that African-American women are driving sales of its pick-up trucks, presenting a major opportunity for this part of its business.

Why it matters

African-American consumers will control an estimated $1.5 trillion in spending power by 2021, and Black women will have a key role in shaping how this money is translated into purchases. Their habits and preferences also exert a significant influence on the behavior of other consumer cohorts in the US.

Takeaways

  • African-American women are often loyal customers, meaning that getting it right with this audience first time can yield significant long-term payoffs.
  • Particular media channels – such as mobile, radio and online – can have a significant impact in the media mix for reaching this audience.
  • Making sure its vehicles could support the professional ambitions and personal needs of Black women is a vital goal for Ford.