3. 3
“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
4. 4
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
Source: Kemp-Miller “What’s Black About It?”
5. 5
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
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
7. 7
The African-American Male Has Many More
Worries vs. Caucasian Men
0 5 10 15 20 25 30 35 40
Not getting the healthcare you need
Being arrested
Losing your job
Child not getting into good college
You or family member getting HIV or AIDS
Not having enough monty to pay bills
Being a victim of a violent crime
Being a victim of racial discrimination
Unfair treatment from police
White Men
AA Men
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
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
8. 8
The Discrimination Factor is High Among
African American Men
0 2 4 6 8 10 12 14
Treated with less
respect
Poorer service at
restaurants or stores
People act as if they
think you're not smart
People act as if they
are afraid of you
People act as if they
think you are
dishonest
White Men
AA Men
Q - Have you EVER been (INSERT ITEM) because of your racial background, or not?
Top Box Score
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
9. 9
More Caucasian Men believe that African
American Men are doing very well as a group
0 10 20 30 40 50 60 70
White Men
Black Men
White Women
Black Women
White Men
AA Men
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
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
10. 10
More Caucasian Men Believe It Is A Good Time
To Be A Black Man in America
0 10 20 30 40 50 60 70 80
Good Time
Bad Time
White Men
AA Men
Q - Considering everything, do you think it is a (good time) or a (bad time) to be a black man in America?
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
11. 11
Caucasian Men Say That Black Men Face a Lot More
Obstacles When Advancing in the Workplace
0 10 20 30 40 50 60 70
More, a lot more
More, a little more
Fewer
About the same
Don't know
Black Women
Whites
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?
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
12. 12
Career Success, Spirituality, Building Wealth,
Garnering Respect and Racial Pride are Important
Values for AA Men
0 10 20 30 40 50 60 70 80
Successful in career
Free time to do what you want
Being married
Having many close friends
Living a religious life
Having children
Being wealthy
Respected by others
Standing up for racial group
White Men
AA Men
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
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
13. 13
African-American & Caucasian Men Believe That Black Men Place
Too Much Emphasis on Sports, Sex & Tough Image
0 10 20 30 40 50 60
Education
Sports
Their families
Their health
Getting ahead
Sex
Tough image
White Men
AA Men
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
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
14. 14
African-American Men Place Too Little Emphasis on Education,
Their Families, Their Health and Getting Ahead
0 10 20 30 40 50 60 70 80
Education
Sports
Their families
Their health
Getting ahead
Sex
Tough image
White Men
AA Men
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
Source: The Washington Post/Henry J. Kaiser Family Foundation/Harvard University 2006 African-American Men Survey
%
15. 15
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
16. 16
“In order to reach the head, you must first touch the heart.”
- Samuel J. Chisholm President, Chisholm Consulting, Inc.