The Diversity Of Black Americans

1402 Words Dec 14th, 2015 6 Pages
Diversity is now, more than ever before, at the forefront of the American conversation. Black people have been slowly but surely making gains in today’s society and in ways that were not possible before. African Americans are more educated and more affluent, and more important as consumers than ever before. By 2017, they are expected to have a spending power of 1.3 trillion dollars (Resilient, 2013). Young, influential, and brand loyal, this group should be the target of many companies. Interestingly enough, there has not been much of an effort on the part of marketers to appeal to this growing group. Additionally, the lack of diversity as well as the alienation of black people in the media is not doing much to allow a wider range of companies to reach them. Black Americans are a powerful group, and smart marketers will put a focus on investing in them to increase their market share.
It is important that people learning about the black customer understand the diversity of the black population in America. Since 1990, the black immigrant population has nearly doubled, with 3.8 million living in the country now. This is almost 9% of the black population. This is only going to continue – “by 2060, the U.S. Census predicts that one out of six U.S. blacks…will be immigrants” (Increasingly Affluent, 2015, p. 12). This is important from a marketing standpoint – this group of blacks come from very different backgrounds and can identify as black in a very different way than black…
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