If a Brand Is Not Authentic in Its Attempts to Reach Black Audiences, Then It’s Not Trying Hard Enough

Consumers are not interested in ingenuity

Consumerism is the machine that powers our society, and black dollars provide much of the fuel. According to a 2018 Nielsen study, African Americans spend $1.2 trillion annually. The collective spending power of this demographic is great, yet marketers have been challenged in authentically reaching this audience. Recent marketing failures illustrate the gravity of this problem.