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:
Arbitron
GlobalHue
Google
Hunter-Miller Group
Nia Enterprises
Nielsen Company
R. L. Polk
Radio One
Starcom MediaVest Group
U.S. Census Bureau
...and more
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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
www.metlife.com.
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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.”