St. Louis – In a year marked by the passing of such African-American icons as Coretta Scott King and Gordon Parks – a year in which “The Greatest” sold the marketing rights to his name for more than $50 million – the most-admired role models of the African-American community continue to evolve and shift.
While many companies today rely on the popularity of sports stars and singers to market their products, a recent Fleishman-Hillard poll* reveals that African-American (AA) women actually look up to scholars and writers more than actors or athletes.
In the poll, just over half (51 percent) of AA women age 24-49 say they most admire academics, while four out of ten chose authors (40 percent) and musicians (43 percent). Almost one in three (28 percent) respect actors and only 14 percent admire athletes. Less than two percent of Black women selected reality TV contestants as the celebrity type they most admire.
“As more and more of the buying decisions for most American households are made by women, this survey provides a peek inside the mind of Black women today,” said Leah Tillman, vice president and co-chair of Fleishman-Hillard’s African-American Marketing Practice. “We uncovered some surprising results and re-affirmed several trends and passions that differentiate Black women’s preferences from those of other consumers.”
Fleishman-Hillard’s AA Marketing Practice is part of the agency’s broader Multicultural Communications Practice, and works with a variety of clients to inform, influence, and motivate African-American audiences. The practice is driven by an experienced staff that couples innate personal knowledge of Black culture, values, social attitudes, and behavior, with primary research to develop strategic communications programs to build brand reputation, drive sales, and manage issues.
The survey also found that an overwhelming majority (82 percent) of African-American women age 24-49 prefer R&B or soul music to any other genre – followed by roughly half that prefer gospel (50 percent) and hip-hop (44 percent). The least favorite genre, preferred by only seven percent of those polled, is Blues.
When it comes to shopping, women – regardless of race – are motivated by many of the same factors. More than 80 percent of Black women chose price and 52 percent chose location as two of the top three reasons that motivate why they shop at a particular retailer. These findings mirror similar studies that show American adults choose where they shop based upon cost first and convenience second.
“This kind of polling reflects the changing attitudes, lifestyles, and buying habits of African-American women,” Tillman said, “and reinforces the important role research must play in developing effective and relevant communications to all audiences, especially niche audiences.”
*Fleishman-Hillard conducted a nationwide online survey of more than three hundred African-American adult women between the ages of 24 and 49 years old. The poll, which used Survey Sampling International’s online consumer panel, SurveySpotä, was conducted January 27 – January 31, 2006.
About Fleishman-Hillard
Fleishman-Hillard Inc., one of the world's leading public relations firms, has built its reputation by using strategic communications to deliver what its clients value most: meaningful, positive, and measurable impact on the performance of their organizations. The firm is widely recognized for excellent client service and a strong company culture founded on teamwork, integrity, and personal commitment. Based in St. Louis, the firm operates throughout North America, Europe, Asia, Latin America, Australia, and South Africa through its 80 owned offices. For more information, visit the Fleishman-Hillard Web site at www.fleishman.com.
Fleishman-Hillard is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.
###
source:
LaKisha Geans
314.982.8743