Black women are not a niche market... they influence the mainstream!
The spending power of Black women is undeniable and their influence on mainstream culture in unrelenting! According to a Nielsen’s research report African-American Women: Our Science, Her Magic, Black Women will help drive the total black spending power to a record $1.5 trillion by 2021.
Aside from the impressive spending power, marketers cannot ignore the authority and influence of Black women as it relates to commerce, culture and social consciousness. They play a major role in influencing mainstream culture in fashion, beauty, television, music, sports and civic engagement for women of all races.
Black women have a significant impact in digital media. According to Nielsen, she’s an avid consumer of video and music, consuming an average of more than 50 hours per week. She wants to see the diversity of her life experiences and people who look like her on the screen. She is the driving force behind Black Twitter and 14% of Black women say they spend at least three to four hours a day on social media.
Marketers may want to consider developing their womens' marketing strategy by leading with the cultural insights of Black women. It will likely be appealing to women of all races, because empowerment will certainly be at the heart of any viable campaign designed to engage black women.
Check out this video to gain additional insight on the essence of black women and their unique power and pride!