Marketing to the African American Community

Understanding — and compellingly communicating your organization’s understanding of — the Black experience is essential for your brand to earn the trust of the Black community. Our expertise will empower your organization to earn this trust.

Knowledge

Our clients’ target audiences include large segments of the Black population, which these clients need to reach and inspire. We teach them how.

Action Plan

Some campaigns should be created from the ground up for Black audiences specifically.
Some campaigns can be “recycled,” with culturally specific elements added in. We excel at crafting both and knowing which is more appropriate. We’re experts at collaborating with partner agencies, such as….

Culture

To determine the cultural context that motivates your key audience, your organization needs to comprehend the cultural trends influencing them most powerfully. 

Retro-Acculturation

DNA testing now provides the Black community with unprecedented opportunities to discover their roots. Cultural erasure’s legacy is being undone, and individuals are exploring ties to specific regions and traditions. Beyoncé’s incorporation of Yoruba themes and iconography into her work is a perfect example.

Reverse Assimilation

The greater incorporation of African elements in art has not only affected the Black community but has also shifted the cultural mainstream. The first overtly Afro-centric mass-market film, Black Panther, with an African-American writer/director and nearly entirely Black cast, topped a billion dollars at the box office and garnered numerous award nominations. It won’t be the last.

Intersectionality

Though singular, the Black experience in American society is one of many elements that molds one’s identity at a given time. The intersection of generational, regional, and other contributors is as crucial to the Black community as any other, particularly when the members of a community belong to other ethnocultural traditions.

Case Studies

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Mid-Level Manager’s Virtual Symposium

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Black Men in Leadership Virtual Conference

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The ELC Scholarship Program

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Black Director’s Summit

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The Power of Women at Work Virtual Conference

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  • Retro-Acculturation:
    DNA testing now provides the Black community with unprecedented opportunities to discover their roots. Cultural erasure’s legacy is being undone, and individuals are exploring ties to specific regions and traditions. Beyoncé’s incorporation of Yoruba themes and iconography into her work is a perfect example.
  • Reverse Assimilation:
    The greater incorporation of African elements in art has not only affected the Black community but has also shifted the cultural mainstream. The first overtly Afro-centric mass-market film, Black Panther, with an African-American writer/director and nearly entirely Black cast, topped a billion dollars at the box office and garnered numerous award nominations. It won’t be the last.
  • Intersectionality:
    Though singular, the Black experience in American society is one of many elements that molds one’s identity at a given time. The intersection of generational, regional, and other contributors is as crucial to the Black community as any other, particularly when the members of a community belong to other ethnocultural traditions.