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

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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.