Marketing from an African American’s Point of View

There’s no doubt marketing has come a long way in showing diversity, but we still have a long way to go. When I hear the word “diversity,” I want companies to be clear that true representation means appreciating, understanding, and showing a range of people and personalities within a race. As the buying power of African Americans and other minorities grows, we see many brands trying to join movements like #BlackGirlMagic and #MeToo. The brands that truly want to join movements and work to fight for minority rights and help us be seen in media are amazing. But don’t be mistaken –minorities can easily see when long-standing brands that would not represent us in the past are now hopping on the bandwagon. There are brands that help propel diversity well, while others fail. This is what sets them apart:

1. Transparency Is Important

African Americans are increasing in buying power, particularly African American women who are achieving financial success and becoming more self-sufficient. Brands now see this and are trying to adapt to the changing market. However, minority consumers can easily see when a brand has a mission and vision of catering to minorities versus when they are just pandering to an audience. I don’t want to see African Americans or other minorities in major brands’ commercials, ads, short films, etc. if they are purely there as “set dressing” and aren’t driving the narrative or the main point of the message. Please show the culture of African Americans while making sure you are not straddling the line of cultural appropriation.

2. Diversity Is Important

We want to have diversity in media, but we also want diversity within companies and organizations. In an attempt to be diverse, many brands suffer from media blunders because they lack a diverse team that offers a system of checks and balances. Having a diverse team within an organization can help propel the organization because the individuals come from a variety of backgrounds, have varying opinions, and understand the historical implications of particular actions in the context of the present. Utilize the diversity in your organization or create initiatives to support diversity. Don’t just talk the talk in the media eye; truly implement solutions that offer an astounding example of what organizations should look like so others can take your lead.

3. Single Narratives Are Out

Unfortunately, media often perpetuates stereotypes about African American women (e.g., loud, sassy, etc.), but we’re a diverse group of women, so show it. We care about more than surface level topics, deal with a variety of systematic issues on a day-to-day basis, and enjoy a variety of music, art, news, and more. Instead of perpetuating stereotypes, show an everyday woman dealing with everyday issues, which will go further with your audience. Targeting African Americans or other minorities should no longer be a niche effort in your marketing strategy. African American women are a diverse group with a variety of interests, so it’s often hard to swallow the lack of representation in media for industries like banking/financing and travel and tourism. Many African Americans enjoy these activities or participate in them, but we may have different outlooks and concerns about traveling (e.g., not having hair care products we can use) or financing other groups may not have. Anticipate those needs and concerns, and your brand can thrive.