How important is data and research with African Americans who participate in the hair care community?
It is incredibly important for Blacks to participate in the census because we pull much of our information from it and overlay the insights that we get. If we don’t know where you’re shopping, what you’re buying, or what you’re watching, then we don’t know how to tell brands where to go to get your attention and ensure that you have the products you want in stores. It’s important for you to understand as an African American consumer, that your $1.3 trillion of buying power needs to be communicated with marketers and brands.
What are some business insights you have on the African American consumer?
African American female consumers really drive a lot of purchasing habits and behaviors. So, 67 percent of Hispanics and 73 percent of non-Hispanic whites actually believe that Black people drive pop culture. So if you are attracting an African American demographic, chances are your brand is also attracting other demographic segments as well.
Click continue to hear Grace explain why brands should market to Black consumers — and how brands will miss out economically if they don’t.
