Brand Loyalty Strong Among Minorities

NEW YORK A multicultural marketing survey suggests that both African Americans and Hispanics have strong trust in brands.

The Yankelovich Monitor Multicultural Marketing Study, released yesterday, found that both groups are increasingly reconnecting to their respective roots, which holds implications for savvy marketers who want to maintain their brand message in front of these consumers.

“The ability to reach African Americans and Hispanic consumers in a way that truly strikes a chord and connects with their deep-seated cultural values and beliefs is critical,” said Sonya Suarez-Hammond, director of multicultural marketing insights at research firm Yankelovich, Chapel Hill, N.C, in a statement. “Brands must show that they understand the ethnic consumer by crafting culturally appropriate and targeted messaging that speaks directly to them.”

Indeed, the study shows that both groups are reconnecting to their roots more than ever before, with 67 percent of African Americans and 71 percent of Hispanics acknowledging, “My roots and heritage are more important to me today than they were just five years ago.”

While 80 percent of African Americans feel ignored by the government, trust issues differ between U.S.- and foreign-born Hispanics at 15 percent and 36 percent, respectively.

The good news for marketers is that 58 percent of Hispanics and 55 percent of African Americans said, “It is risky to buy a brand you are not familiar with.”

Only 42 percent of African Americans and 40 percent of Hispanics said they would “buy private label and generic brands” if their families unexpectedly found themselves with less money.

“Understanding the sources of influencers, the communication preferences and the media perceptions of the ethnic consumer is crucial to successful behavior change,” said Suarez-Hammond.