Marketing Charts reports that a new groundbreaking study shows that 86% of African-American women feel that companies have no clue when it comes to understanding who they are or what they need.
Conducted by Lattimer Communications and The Bantam Group, the study reveals that the largest communication gap falls in the industries of automotive, banking/financial, fast food, and health care.
The report also details six psychographic profiles of African-American women to help marketers get a better handle on the individual, internal needs of this important segment of female consumers.
This report is great news on the marketing-to-women front, showing that consumer researchers are finally expanding beyond the "average white female" perception in the marketing world.
I believe the same can be said about Asian American women. I'm glad all this stuff is coming out of the woodwork.
Posted by: Charity | April 07, 2009 at 03:59 PM
Interesting findings...although marketing to the "average white female" still leaves much to be desired, as well.
As a bi-racial woman (latino + african american) working with companies to help change antiquated views of marketing to women, I find that advertising in general still tends to miss the real needs of most women and targets demographics which are almost characatures of real life. Findings like this certainly help bring awareness to the importance of truly understanding a diverse set of customers, especially in industries traditionally targeted to white males.
Posted by: Ghennipher Weeks | April 07, 2009 at 04:37 PM
Charity - you're so right. There are many segments of the female population that deserve more attention. And I think the time has definitely arrived!
Ghennipher - you are right that the "average white female" deserves more attention, too. :-) I think that if industries took the time to get to know from the "inside out" some of those cultural barriers would automatically disappear.
Posted by: Michele | April 07, 2009 at 05:06 PM
I feel there is an even larger gap based on the soci-economic status of African American women. Specially in the area quality or conscious products and services.
Products and services that tear down are much easier to find than those to build health, wellness, and wealth. I have often wondered if this was by design.
Posted by: Meamya | May 11, 2009 at 03:35 PM
I think its true, when every commercial with an African American woman seems to somehow have dancing in it, it make you wonder what they are thinking.
Dr. Letitia Wright
The Wright Place TV Show
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Posted by: Dr Wright | May 13, 2009 at 03:54 AM
Dear Beautiful Black Women,don't allow someone to define you.Buy products that make you feel special.
Posted by: Anthony Jones | August 13, 2009 at 08:14 PM
It's sad to hear that companies have no clue and doesn't recognize them.
The report is certainly very encouraging.Hope thing will turn around from here on.
Posted by: website design company | November 02, 2009 at 11:13 PM