Advertising Age presented a “Custom White Paper” on Blacks—In Plain Sight: The Black Consumer Opportunity.
There’s something semi-depressing about the supplement. Is it that only two Black advertising agencies—Burrell and Footsteps—bothered to place advertisements in the special section? And neither ad is very good? Or could it be the repetitive regurgitation of standard arguments about buying power, brand loyalty, non-monolithic, trendsetting, media savvy, authenticity, blah, blah, blah? Perhaps it’s the obligatory perspectives from big clients advocating for targeting the segment, despite the fact that the majority of advertisers don’t engage minority agencies or audiences at all—and those who do grossly underfund the efforts. Hell, it’s probably a combination of the aforementioned, along with the sobering reality that marketing to Blacks must still be introduced, promoted, validated, justified and ultimately positioned as an opportunity.