1
The Psyche of the African-American
Male and Implications for Marketers
J.P. James
Brand Planning Director – African Amer...
2
The Psyche of the African-American Male
3
“Black Men are the ultimate in masculinity; adored and
desired, but feared at the same time.”
- Courtney Kemp-Agboh, Sta...
4
The African-American Male
• Black men are the originators of “cool” an important
marketing characteristic often imitated...
5
Historical View of African-American Men in
Advertising
• In decades past, Black
men have been
portrayed as:
– Savage, An...
6
Attitudes of African-American vs.
Caucasian Males
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 yo...
8
The Discrimination Factor is High Among
African American Men
0 2 4 6 8 10 12 14
Treated with less
respect
Poorer service...
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
Bla...
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
...
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,...
12
Career Success, Spirituality, Building Wealth,
Garnering Respect and Racial Pride are Important
Values for AA Men
0 10 ...
13
African-American & Caucasian Men Believe That Black Men Place
Too Much Emphasis on Sports, Sex & Tough Image
0 10 20 30...
14
African-American Men Place Too Little Emphasis on Education,
Their Families, Their Health and Getting Ahead
0 10 20 30 ...
15
Marketing Implications of the AA Male Psyche
• Marketers must recognize the “Black Man’s Burden”
– Marketers will elici...
16
“In order to reach the head, you must first touch the heart.”
- Samuel J. Chisholm President, Chisholm Consulting, Inc.
17
Thank You
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The Psyche of the African-American Male and Implications for Marketers

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

  1. 1. 1 The Psyche of the African-American Male and Implications for Marketers J.P. James Brand Planning Director – African American GlobalHue
  2. 2. 2 The Psyche of the African-American Male
  3. 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. 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. 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
  6. 6. 6 Attitudes of African-American vs. Caucasian Males
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16 “In order to reach the head, you must first touch the heart.” - Samuel J. Chisholm President, Chisholm Consulting, Inc.
  17. 17. 17 Thank You

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