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Did you know that in 2019, 46.8 million people in the United States identified their race as black, alone or as part of a multiracial or ethnic background? While this is only about 14% of the US population, their influence will continue to grow as their purchasing power increases – which is expected to rise $1.8 trillion by 2024. This sharp increase in purchasing power can be attributed to projections for black population growth. Between 2020 and 2060, the black population is expected to do so increase by 22%. What does this mean for marketers? It is expected that there will be a substantial shift in the coming years towards multicultural marketing rather than a more traditional, generic approach.
We are already seeing this shift in advertising in the first half of 2022 alone. more than 6,000 advertisers spent more than $1.2 billion seek to connect with black and African-American consumers through traditional media, including television, magazines, and radio. This shift to a multicultural approach allows for more authenticity in marketing and creates more exposure for historically marginalized groups. Black consumers (like many other minority consumers) are looking for authenticity, representation, and most importantly – action. They want brands to be their voice and partner in the fight against injustice. This is critical when considering implementing a marketing strategy that attracts rather than alienates the black consumer.
Do you want to step up your multicultural marketing efforts, especially your black marketing efforts? Here are three ways your marketing department can authentically celebrate Black History Month and Black Culture year-round:
Related: 6 ways to celebrate Black History Month after February
1. Empower black makers, leaders and changemakers
Organizations traditionally have a much wider reach than individuals. It is therefore recommended to use those social media channels to highlight people with a limited social media reach. By highlighting changemakers, activists and other key players in the Black community, your organization will transform from a company celebrating Black History Month to an ally and partner in the Black community. An excellent example of an organization that did exactly this is Target. The organization launched an initiative called “Black oversizedwhere it created a YouTube series that highlights leaders within the Black community. There is also a section of the website dedicated to buying Black, leveraging the platform and traffic to spotlight those with limited reach. to make.
2. Show the face behind the logo
It is imperative to show the people who make your organization and corporate culture what it is. Those individuals include social media fans, customers, and employees. They all ultimately played a role in the success of your organization and deserve to be in the spotlight. Black consumers want to engage with diverse content and buy from brands with black talent. In fact, 69% of black viewers are more likely to watch content that features them, and 55% are more likely to buy from brands that advertise representative content.
A good example of a company that shows the face behind the logo is GymSharks “To the Heroes” campaign, celebrating three community heroes for the barriers they broke down and their overall impact on the community. Moreover, it was creative of the campaign made by an all-black teamfrom the camera crew to the make-up artists and health and safety officials.
Related: How Can You Really Make a Difference for Black History Month?
3. Make use of an existing campaign
If your company has an ongoing campaign, it is recommended that you take advantage of it by including it in your overall Black History Month campaign. This will help your brand maintain authenticity while naturally incorporating Black History Month into your content mix. An example is Adobe, who used his weekly social series “Women Create Wednesday” to showcase four black creators who inspired change in their communities. This was a seamless way to incorporate Black History Month into their overall marketing strategy.
Another thing to remember when creating a Black marketing campaign is that the Black community is extremely brand loyal 66% of black consumers are more likely to return to a brand with ads that authentically reflect their race/ethnicity. This is critical because when the black community sees your brand consistently by celebrating their culture, including them in DEI marketing campaigns and general traditional campaigns, getting involved in the community and showing cultural empathy, your company will gain their trust and ultimately their loyalty.
Black History Month is here and should be considered a starting point for a 365-day multicultural marketing approach. Brands need to remember to be vocal not only during the shortest month of the year, but also throughout the year. This, in turn, prevents your marketing tactics from appearing performative and positions your organization as an ally and advocate. By truly understanding the communities’ pain points, serving as a voice for the voiceless, and spotlighting those who are leading change within the community, you’ll develop a lifelong customer and partner in your organization’s success.
Related: Don’t Call It For Black History Month: 5 Ways To Show You Get Called All Year Long