Marketing to the African American Community


Knowledge
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

Intersectionality
Case Studies
Interested in Collaborating?
- 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.