Recommitting to the Black Consumer

[Photo: courtesy of Shon Curtis]

Historically, companies have fallen short when connecting with African-American consumers. Obviously, this is not true for all companies. Some companies have failed to consider Black consumers at all. Others have attempted to consider Black consumers but may have done so using an incorrect lens. 

Some companies have gotten it right and have connected with Black consumers. With platforms such as Etsy and other online marketplaces, as well as hyper-local markets, larger companies now have to compete with producers who design almost exclusively for Black consumers. This makes the market for goods that can be produced at home or with small operations, like skincare and clothing, more competitive. 

Black consumers must be prioritized in a way that completely interrupts how we historically look at the general consumer. If companies are intentional about acknowledging the historical context of Black consumers as a guide to how they participate in the economy today; the opportunities to recommit to them in a more authentic way are endless. It is not that their experiences must be simply acknowledged, but the deeper insight lies within understanding the nuances in between the experiences that make the Black consumer unique.

This can provide a valuable lesson for larger companies; African-Americans want to see themselves and all their cultural nuances reflected in the products they buy. 66% of Black consumers are more likely to return to a brand with advertising that authentically reflects their race/ethnicity. If companies are not intentional about designing products with Black people in mind, they are missing an opportunity to truly connect with the African-American consumer in a genuine way.  

While it is true that everyone is deserving of dignity and respect, it is also true that African-Americans have a history and cultural context that distinguishes us from any other group in America. To ignore that fact is to ignore Black people’s reality and this is beneficial to neither companies nor Black consumers.

At SEEK, we have found that if you advocate for your consumers as humans, they will in turn advocate for your brand. SEEK helps companies truly understand their consumers by finding and providing our clients with human-centered empathic insights. These insights allow companies to connect more deeply with consumers to develop relevant solutions for them. 

Innovative companies are asking themselves the right questions and therefore drawing the right conclusions and correcting the mistakes of the past. This process is the only way to make real progress and helps companies finally be as inclusive as they hope to be. It is our passion to dive into challenging consumer experiences and we want to broaden this conversation. Do you have time for a short virtual coffee? Send us a message and let us know how your company is recommitting to the Black consumer.