The Power of the African American Affluent Consumer
The past year was transformational for the U.S. with most of the country trying to navigate COVID, along with economic, social, political and racial unrest, embarking the nation on a series of conversations around the role of race in American life. During this time, corporations large and small, including Ipsos, took the bold step of publicly endorsing the call for societal change, and in looking to better meet the needs of their employees and consumers, began to participate in those national conversations.
And so, as part of our efforts to spotlight the contribution of communities lesser acknowledged and lesser-served in the marketplace, we are pleased to present marketers with insights on a consumer group with $241 billion in annual household expenditures – Affluent African Americans. Ipsos’ Tom Grayman, SVP, Head of Content Strategy and Audience Measurement discusses the evolution of this often-overlooked segment. Incorporating findings from our most recent Ipsos Affluent Survey USA, along with historical information, he examines the growth of Affluent African Americans through the generations, and illustrate their purchasing power, media habits and attitudes.
Listen to gain a better understanding of the:
- Importance of Affluent African American spending on consumer goods and services: from apparel to furniture, automotive to travel
- Specifics of TV viewing (both network and streaming services), including insights from our TVDailies Study on how to best reach them
- Cross-media habits and preferences
- Differences in attitudes and opinions from other Affluents
- Political views held by gender and generation
