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THE AFRICAN-AMERICAN FILTER© PDF Print E-mail

What is The African-American Filter©?   


The African-American Filter (The “Filter”) is the most important cultural marketing insight about African Americans.

“The Filter" is a historical and cultural lens by which many African Americans see themselves and their perceptions of how others see them.

The “Filter” also explains why most African Americans are overly sensitive about feeling stereotyped, not feeling respected, valued or welcomed.

HMG uses Filter insights to help our clients develop marketing strategies, creative briefs, marketing communications and media plans.

Additionally, our customized Filter Workshops educate clients by revealing how The Filter influences African-American responses to your product, service or message.




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We can help make your marketing message relevant to African-American consumers.  When you want to know what would effectively bond Black consumers to your brand, product, service or idea, contact us at (773) 602-1620 or email Pepper Miller at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .