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We Know The African-American Market PDF Print E-mail
Since 1985 we've been talking with thousands of African Americans. We have explored their beliefs, feelings and thoughts about, and usage of, hundreds of products and services. Here's some of what we know about African Americans' attitudes and behavior:

  • African Americans possess a Protective Radar© mindset that is driven by the desire to conduct themselves in such a way as to publicly avoid reinforcing negative stereotypes.
  • This predisposition shapes their responses during market research testing, but we know how to get at what the African-American consumer is really thinking about your product, service or message. For instance, we know that:
  • Many African Americans wear a "Black face" and a "White face." When talking to Whites, they believe that, in order to counteract any negative or erroneous stereotypes, they should use language and accents that seem and sound "less Black" - i.e., more White.

We call this "The Mask." It represents the "double consciousness" that is probably the most ubiquitous - but also one of the most misunderstood - aspects of the Black Experience. We know how to uncover The Mask and how it relates to your brand.

It's these insights that have helped earn us a seat at the marketing table of some of America's largest corporations. Our clients describe Hunter-Miller as the company that "… speaks with the highest credibility; there are few other sources as great … they are a gold mine of information." Clients also cite our firm as having the "…ability to connect with the audience" - one more reason for preferring our services.

We also keep abreast of trends related to African-American consumer behavior and report them in our Market Snapshots. Some Snapshot topics include Black American Immigrants, Expanded Media Outlets and Black is Back.