Black Is the New Green: Marketing to Affluent African Americans
“Marketers who read this book will have a solid primer for understanding niche marketing, as well as a primer for marketing to an ethnic community…Any marketer looking for connection with the African American consumer will have gold reading Black Is The New Green.”—Small Business Trends“InBlack is the New Green, Andrea Hoffman and Len Burnett offer astute insight into one very powerful demographic shift that is driving the trend toward niche marketing – and they provide compelling and cost-effective strategies for reaching this emerging new affluent niche. They make the case that target marketing is no longer simply 'nice' to do, it is a 'need' to do – and, using recent, successful case studies to illuminate each step, they show you how.”—Jim Clifton, CEO, The Gallup Organization“Understanding the dynamics of the affluent African American marketplace as well as its motivations and expectations are critical challenges for all marketers.Black is the New Greenis a must-read for marketers who have a lot to gain from understanding this important segment of affluent America.”—Bob Shullman, President, Ipsos Mendelsohn “Hoffman and Burnett put a spotlight on an enormous, yet underappreciated opportunity. If you want to increase sales of upscale goods and services, this book is a roadmap.”—Noel Hankin, Sr. VP Multicultural Relations, Moët Hennessy USA “Of all the sins marketers commit, few evoke more scorn from peers than that of 'leaving money on the table'. If there's a population willing and able to buy what you're selling, then failure to reach those people is a needless blow to your brand. Many luxury brands appear oblivious to the fact there's any such thing as an AAA audience, even though such households now deploy some $87 billion in purchasing power. With the image in their heads of a handful of wealthy black athletes and entertainers, these marketers overlook the existence of 340,000-plus AAA households—headed by professionals, corporate executives, entrepreneurs and the like--with yearly income of at least $150,000.Black Is the New Greenoffers counsel on how to go about reaching the AAA audience.” —AdWeek “Black is the New Greenprovides a thorough insight into the growing, affluent African American community. It explores the vast opportunities that exist for brands which have not yet authentically communicated with this group. An enjoyable read and with numerous anecdotes throughout, it is straight-forward and to the point.” —Rudy Chavez, President, Baume and Mercier, North America