Over the years, we have observed that marketers often make two false assumptions when considering the African American consumer market. The first assumption is that because African Americans reside in the U.S. and often espouse similar attitudes, values and aspirations as white Americans, advertising designed to target the general market will be equally effective in reaching African American consumers. The second assumption is that African American consumers are a monolith, all having the same attitudes, behaviors and aspirations. And because of that, they can be both defined and marketed to in broad strokes.

Black Raspberry understands that the truth is that African Americans do not always have the same experiences or speak the same “language” as general market consumers. And that more often than not, the language they speak (both literal and figurative), the choices they make and the beliefs that they hold dear are deeply connected to their collective cultural identity. In many instances, African American consumers are just like every other American consumer and some advertisers are guilty of attempting to create differences when, in fact, there are none. For instance, the ideal dinnertime experience is the same in all households. And when it comes to providing for their families and planning for the future, the vast majority of African Americans have the same aspirations as their White counterparts.

However, it is also true that in many other instances, African Americans’ cultural identity and awareness has a profound influence on the way that they experience the world around them. And this can--- and often does--- lead to marked differences between African Americans and other consumer groups. As an example, they may watch the same network as other groups, but completely different shows, preferring those that reflect their reality. Or they may have the same products in their bathroom cabinets that white Americans have, but use them in different ways that have been passed down in their families over generations.

The bottom line is that it isn’t always easy to know when and where the differences between African Americans and other consumer groups will emerge. And that is where Black Raspberry can help.