study sheds light on consumers’ attitudes toward Black History Month
16, 2007) Burrell Communications Group, a leading multicultural marketing
communications agency released findings from a recent Black History Month
study that reveals current perceptions, connections and the impact of
Black History Month within the African-American community. The study was
conducted in response to the limited market research available about the
February observance, and it benchmarks African-American consumer attitudes
across generational age segments.
"It was important to understand how African-American consumers view the
importance of Black History Month and the opportunity it presents to
connect with these consumers on a deeper, more profound level during the
month long observance and beyond," explains Burrell Communications Co-CEO
McGhee Williams-Osse. Research concluded that acknowledging and
celebrating Black History Month is vital to both younger and older
At least 79% of each group agreed that it was very important for future
generations to understand the historical struggles of African-Americans.
Additionally, the majority of African-American's interest in Black History
Month have either remained the same or increased over decades,
specifically, within the 18-24 age groups.
Most importantly, the study reveals new insights into the younger African-
American consumer market. Considering that much of the Black History Month
marketing centers on the legacy, story and the historical struggles of
African-Americans, there is an emotional disconnect with younger age
demographics. Although the message of honoring and acknowledging the past
remains significant to younger audiences, it does not resound as strongly
as with their parents' and grandparents' generations.
Younger generations have a different perspective on their challenges as
compared with those experienced during The Civil Rights Movement. In
dealing with racism and oppression, they believe issues are now more
covert and subtle. As a result, they have a stronger focus on financial
empowerment, battling crime and educational advancement. They want Black
History Month to represent and highlight the accomplishments of modern day
African-Americans and current issues facing this new generation.
Up to 63% of respondents agree that companies' participation in Black
History Month enhances their image, 65% are more likely to buy products
from companies that salute African-American achievements, and up to 57%
would recommend the company's services or products to someone they know, a
good source of not traditional or word of mouth promotion.
Consumers are also looking for companies to sponsor more events and
activities celebrating Black History Month. In addition to the extending
of Black History recognitions beyond February, respondents are also
looking for a year-round commitment to showcasing African-American
Burrell campaigns such as McDonald's 365Black and Verizon's History in The
Making featuring New Age spoken word poet J. Ivey reflects the
responsiveness to current consumer perspectives. In a saturation of Black
History messaging, McDonald's advertising was the most recalled by study
"For decades Burrell has advocated that Black History is a major part of
U.S. history and that its observance should not be just compacted into one
month. The study validates our stance and provides a better perspective on
how African Americans of all ages would like to see their history
celebrated," explains Williams-Osse.
The study underscores that Black History Month initiatives are an
effective way for brands to connect and build loyalty with
African-American consumers. For additional information on Burrell
Communications Black History Month Study contact Christine Starks, at
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'Buying Power' report shows black consumers spending more on home life
As the American economy continues to move sluggishly,
African-American households are curtailing their spending in many
categories, including food, clothing and basic household items, while
investing more in home repair, home entertainment and consumer
electronics. Although they are trimming back, black consumers are still
spending more than their white counterparts on most of these products. Story and statistics