The Psyche of the African-American Male and Implications for Marketers

The Psyche of the African-American Male and Implications for Marketers J.P. James Brand Planning Director – African American GlobalHue 1

The Psyche of the African-American Male 2

“Black Men are the ultimate in masculinity; adored and desired, but feared at the same time.” - Courtney Kemp-Agboh, Staff Writer, The Bernie Mac Show 3

The African-American Male • Black men are the originators of “cool” an important marketing characteristic often imitated by Caucasians and other cultures • Drivers of pop culture – Embody a “cool cachet” and authenticity – Unlikely to look to other cultures for cues about clothing, language, music and behavior • Many desire to positively move forward and accept responsibility: – HS & College education in sync with Black Females – College Enrollment increased between 1990’s & 2000’s – Two parent household doubled in same timeframe • However, most are not on marketer’s radar 4 Source: Kemp-Miller “What’s Black About It?”

Historical View of African-American Men in Advertising • In decades past, Black men have been portrayed as: – Savage, Animalistic Predators – Faithful, Gentle or Submissive – Young, Dangerous Hoodlums 5 Source: African-Americans and Stereotypes in Advertising: A Look at the Past with Thoughts for the Future - Jason Chambers, PhD Department of Advertising University of Illinois at Urbana-Champaign

Attitudes of African-American vs. Caucasian Males 6

The African-American Male Has Many More Worries vs. Caucasian Men Unfair treatment from police Being a victim of racial discrimination Being a victim of a violent crime Not having enough monty to pay bills You or family member getting HIV or AIDS White Men Child not getting into good college AA Men Losing your job Being arrested Not getting the healthcare you need 0 5 10 15 20 25 30 35 40 % Q - I’m going to read you a list of things that some people worry about and others do not. I'd like you to tell me how worried you are about each of the following things. Are you worried about (INSERT), or not? (GET ANSWER, THEN ASK: “Is that very or somewhat worried/Is that not too worried or not worried at all?”) Top Box Score Only 7 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

The Discrimination Factor is High Among African American Men People act as if they think you are dishonest People act as if they are afraid of you People act as if they White Men think you're not smart AA Men Poorer service at restaurants or stores Treated with less respect 0 2 4 6 8 10 12 14 % Q - Have you EVER been (INSERT ITEM) because of your racial background, or not? Top Box Score 8 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

More Caucasian Men believe that African American Men are doing very well as a group Black Women White Women White Men AA Men Black Men White Men 0 10 20 30 40 50 60 70 % Q - Now I’m going to mention some groups in this country. For each, please tell me if you think this group as a whole is doing very well, somewhat well, not-too-well, or not well at all. Top Box Score Only 9 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

More Caucasian Men Believe It Is A Good Time To Be A Black Man in America Bad Time White Men AA Men Good Time 0 10 20 30 40 50 60 70 80 % Q - Considering everything, do you think it is a (good time) or a (bad time) to be a black man in America? 10 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

Caucasian Men Say That Black Men Face a Lot More Obstacles When Advancing in the Workplace Don't know About the same Fewer Black Women Whites More, a little more More, a lot more 0 10 20 30 40 50 60 70 % Q - Do you feel that black men face (more obstacles) or (fewer obstacles) advancing in the workplace than (INSERT)? IF MORE: Is that a lot more, or just some? 11 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

Career Success, Spirituality, Building Wealth, Garnering Respect and Racial Pride are Important Values for AA Men Standing up for racial group Respected by others Being wealthy Having children Living a religious life White Men AA Men Having many close friends Being married Free time to do what you want Successful in career 0 10 20 30 40 50 60 70 80 % Q - I'm going to read you a list of some things that different people value in their lives. Some people say these things are important to them. Other people say they are not important. Please tell me how important each thing is to you personally. How about (INSERT)? Is that very important, somewhat important, not too important, or not important at all? Top Box Scores Only 12 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

African-American & Caucasian Men Believe That Black Men Place Too Much Emphasis on Sports, Sex & Tough Image Tough image Sex Getting ahead Their health White Men AA Men Their families Sports Education 0 10 20 30 40 50 60 % Q - Do you think black men generally put (too much) emphasis, (too little) emphasis or about the right amount of emphasis on (INSERT)? TOO MUCH - Top Box Score 13 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

African-American Men Place Too Little Emphasis on Education, Their Families, Their Health and Getting Ahead Tough image Sex Getting ahead Their health White Men AA Men Their families Sports Education 0 10 20 30 40 50 60 70 80 % Q - Do you think black men generally put (too much) emphasis, (too little) emphasis or about the right amount of emphasis on (INSERT)? TOO LITTLE - Top Box Score 14 Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey

Marketing Implications of the AA Male Psyche • Marketers must recognize the “Black Man’s Burden” – Marketers will elicit a positive response from many African American when they depict positive images of African American Men: • Black men as a respected family head or concerned father • Black men in leadership roles – business owner, corporate executive • Position products/services as a way to Black men to get more fun/enjoyment out of their lives • Understand and leverage the “Cool Cachet” of the Black Man – “Cool” is perhaps the most important force in the life of a Black Man in America – “Cool” is an attitude and a lifestyle – It is because of the “Cool Cachet” that African-American men: • Have a desire to acquire brand name products – Badge Value • The desire to have the latest and greatest of anything – Immediate Gratification 15

“In order to reach the head, you must first touch the heart.” - Samuel J. Chisholm President, Chisholm Consulting, Inc. 16

Thank You 17

The Psyche of the African-American Male and Implications for Marketers

by The Advertising Research Foundation on Nov 16, 2010

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