This document discusses the importance of understanding Black culture when marketing to Black Americans. It argues that marketers who focus only on differences between groups are "missing the forest for the trees". To effectively engage and reach Black consumers, marketers must understand the aspects of identity and culture that matter to Black Americans today. Black communities are diverse but maintaining connections to Black culture remains important. Properly recognizing these cultural factors is critical for marketing success.

1. BLACK
STILL
MATTERS
The Hunter-Miller Group, Inc.
Recognized Experts in African American Market
Research and Consulting
.

2. ONE MARKETER’S WORLDVIEW
“For whatever reason, marketers often
like to focus more on women’s differences,
preferring fine-toothed segmentation and
consumer algorithms that split hairs
instead of commonalities that can actually
be marketed to. We think they’re missing
the forest for the trees”.
- Mary Lou Quinlan
What She’s Not Telling You
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3. WHY MARY LOU
MISSED THE TREES
Mary Lou, marketers and
society believe it is forward
thinking to see beyond ethnicity,
race and culture.
It is not.
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4. engagement
equals
understanding the
culture
Culture plays an important role in how
Black Americans perceive themselves, how
others perceive them, and how they connect
with brands.
To reach them, it’s critical to understand
what matters and what doesn’t with
respect to identity and Black culture.

5. BLACK AMERICA
TODAY.
IT’S STILL A DIFFERENT
WORLD.

6. • Black Americans have never been a monolith. But they have never been
more different than as they are today.
What Mary Lou
• Civil Rights continues to be a dividing line between two mindsets –
won’t tell you
those who fought for it and those who take it for granted.
• Black Americans are making huge strides in education, politics and
business, while balancing their desire to stay connected with Black
identity and Black culture.
• “Black today” doesn’t totally define Black Millennials. Most are open and
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inclusive, yet many still want to congregate in spaces where there are
other Black people like them.
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7. • Being a single Black mom no longer means you are a “bad
mom”.
• What Mary Lou are focusing on the importance of good
More Black men
role modeling and being more involved fathers.
won’t tell you
• The Digital Divide is diminishing as Blacks are catching up
with Caucasians in online access and surpassed them with
mobile.
• There are a zillion successful media platforms created by
Blacks for Blacks that support the strong and powerful
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Black blogosphere.
BLACK STILL MATTERS
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