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Weren't able to attend the 2008 Marketing to African-Americans with Excellence (MAAX) Summit? Order the workbook which contains hard copies of the presentations made by some of the nation's top experts on the Black consumer marketing, including:

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Nielsen Company
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U.S. Census Bureau
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 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $744 Billion (2006)

Black U.S. Population:
  38.3 million

Top Five Black Cities
  - New York
  - Chicago
  - Detroit
  - Philadelphia
  - Houston

Top Five Black Metros:
  - New York-New Jersey
  - Washington-Baltimore
  - Chicago-Gary
  - Los Angeles
  - Philadelphia

Top Five Expenditures:
 - Housing $121.6 bil.
 - Food $59.2 bil.
 - Cars/Trucks $32.1 bil.
 - Clothing $27.7 bil.
 - Health Care $17.8 bil.

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Bureau Data

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Met Life study: African Americans putting greater emphasis on financial security

(June 18, 2009) As the current economic crisis has led Americans to re-evaluate their priorities, the American dream is, once again, being revised.  For many, it is now defined first and foremost by financial security, followed by a greater emphasis on personal relationships -- family, marriage and children. 

According to The 2009 MetLife Study of the American Dream -- the company’s third annual study -- eight in 10 or 82 percent of African Americans believe they will be able to achieve the American dream in their lifetimes, compared to 89 percent of Hispanics and 75 percent of the overall population.  While African Americans are more optimistic it is still possible to achieve the American dream, they lag other groups in their achievement of the dream, with only 19 percent of African Americans reporting that they have achieved the dream.

More so than the general population but to a lesser extent than other ethnic groups, African Americans view career success as a key component of the American dream.  Approximately 43 percent of African Americans include career success in their top three definitions of the dream, compared with 53 percent of Asians, 44 percent of Hispanics, 24 percent of Caucasians and 29 percent of the public overall.

At the same time, African Americans are more worried than the general public about losing their jobs over the next 12 months. While 56% of the overall population is concerned about losing their job as a result of the current economic situation, the percentage climbs to 63% for African Americans.

Despite the current economic climate, African Americans are more optimistic about the future outlook of the U.S. economy and their personal finances (59 percent believe it will be better in 2009 than 2008, compared with 41 percent of the general population). African Americans also have suggested that they would like to do more to prepare for a sound financial future.

Roughly half of African Americans have expressed an interest in being more educated about financial topics (50% vs. 43% overall) and seeking the help of a financial professional (30% vs. 26% overall). This is important because regardless of the subjective nature of the American Dream, its achievement will require proper planning.

For more information about how a MetLife representative can help you plan to achieve your American dream, visit

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Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture

By Erin O. Patten

Hip-Hop culture has had a profound impact on marketing in the past two decades and it provided an intersection for brands, sports, and popular culture. Erin O. Patton documents this impact in his new book, Under the Influence—Tracing the Hip-Hop Generation’s Impact on Brands, Sports, & Pop Culture. 

Adam Graves, senior vice president of Deutsch Advertising says of Under the Influence and Patton: “If there are any marketers out there that still think they can ignore the urban market they’d better think again...This isn’t just a book for so-called urban marketers; this should be mandatory reading for every marketer in the country.”

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