NOVEMBER 30 - DECEMBER 2, 2021 • AUSTIN CONVENTION CENTER

Don’t Believe Me, Just Watch: How Overlooking African American Consumers is Impacting Your Bottom Line

30 Nov 2021
3:45 pm - 4:30 pm
Breakout Session: Retailer Track

Don’t Believe Me, Just Watch: How Overlooking African American Consumers is Impacting Your Bottom Line

Black consumers are speaking directly to brands in unprecedented ways and achieving headline-making results. Throughout 2017, popular brands witnessed the power of Black Twitter and the brand impact of socially conscious Black consumers. Through social media, Black consumers have brokered a seat at the table and are demanding that brands and marketers speak to them in ways that resonate culturally and experientially—if these brands want their business. And with African Americans spending $1.2 trillion annually, brands have a lot to lose.

If you are planning to build and launch a new brand, new campaign or website, not excluding black consumers is what you should be concerned with and prepared for. With 43% of the 75 million Millennials in the U.S. identifying as African American, Hispanic or Asian, if a brand doesn’t have a multicultural strategy, it doesn’t have a growth strategy. The business case for multicultural outreach is clear. African-American consumers, and all diverse consumers, want to see themselves authentically represented in marketing, and they want companies and brands to recognize their value to the bottom line.

The three key things this audience will take away from this session including the following:

  • How Do I Market Multicultural Consumers Without Being Racially Insensitive.
  • How The Racial Diversity Of Your Internal Marketing Team Impacts Your External Marketing
  • How To Create A Diverse Pipeline in a non-diverse industry.

Location: 17B

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