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Marketers Should Show More Respect for the Black Consumer, According to a Report

NNPA NEWSWIRE — “Take a look at how African Americans make their decisions, whether it’s physically or digitally… what we found is that when it comes to making decisions, we abundantly are going to use recommendations as our first line of research,” Cheryl Grace, Nielsen’s Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, told NNPA Newswire.

Published

7 years ago

October 16, 2019

Oakland Post

African Americans are more likely than the total population to agree that advertising provides meaningful information on most platforms, the report noted. But advertising dollars designed to reach Black consumers declined by $1 billion between 2017 and 2018, according to the report.

By Stacy M. Brown, NNPA Newswire Correspondent
@StacyBrownMedia

The influence of African American consumers is extensive.

Driven by their tech affinity, passion for sharing experiences, and powered by their omnichannel thirst for information and recommendations, the nation’s 48 million Black Americans are now just approaching their peak earning years, according to the Nielsen report, “It’s in the Bag: Black Consumers’ Path to Purchase.”

The report noted that African Americans are adopting and adapting media and technology in their shopping journey to fit their unique needs and culture. African Americans love the latest trends.

The 50-page report suggests that marketers should be aware that African Americans demand that product information and feedback opportunities integrate across multiple media channels.

African Americans are more likely than the total population to agree that advertising provides meaningful information on most platforms. However, companies that advertise directly to Blacks have decreased their investments. Advertising dollars targeted to Black consumers declined by $1 billion between 2017 and 2018, according to the Neilson report.

Nearly 40 percent of Black consumers saying that they are the first among their friends to try new products and services, surpassing the total population by 29 percent.

“Take a look at how African Americans make their decisions, whether it’s physically or digitally… what we found is that when it comes to making decisions, we abundantly are going to use recommendations as our first line of research,” Cheryl Grace, Nielsen’s Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, told NNPA Newswire.

“African Americans rely on recommendations, and that’s interesting,” Grace stated.

The report’s authors said Black Americans are 48 million strong, with nearly 25 million being millennial age or younger as of 2018.

However, they are already dominating industries from music to fashion, and many others.

African Americans also are creating apps and digital spaces to serve their own unique needs when the opportunity demands it, according to the report.

“In a world bombarded by constant new media options and technologies, companies that want African American consumers’ dollars must understand what most influences these consumers and how they influence others on their path to purchase,” Grace stated.

“Developing authentic strategies that evolve from listening to Black consumers’ needs and demands is not only the best way — but the only way — for brands to realize the powerful growth opportunity ahead.”

“African Americans have a $1.3 trillion annual buying power, and we watch 15 hours or more every week of traditional television,” Grace stated.

“You can reach 92 percent of African Americans in any given week on the radio. When you look at radio, and you compare the consumption habits of how much time we’re spending across these platforms, you’ll see that the advertising spent with African American-focused media doesn’t necessarily add up,” Grace noted.

Part of that problem is the lack of diversity at advertising agencies, she stated.

“There need to be more people of color in those firms,” Grace stated.

Perhaps a more diverse and inclusive workforce would enable marketers to better appreciate that African American interests are not monolithic. They encompass everything from good food, great music and the latest fashion trends to healthcare and the environment.

While climate change and protecting the environment is more vital than ever, African Americans typically are forgotten in the conversation. “African American shoppers are increasingly passionate about their environment, including buying local,” the report’s authors noted.

When asked, “how important is it to buy local” in multiple food categories, African American consumers named produce as the most important category for local sourcing.

Sixty-one percent said it was extremely or very important, followed by bakery and prepared foods at 56 percent, eggs at 55 percent, and dairy at 52 percent.

Understanding the environmental and safety concerns of Black consumers can help marketers understand what matters most to African Americans consumers in making decisions along their shopper journey, the report’s authors said.

The top 3 environmental/food safety concerns among Black consumers are: “Pesticide/ herbicide use in food production” (76 percent), “Antibiotic use in animal production” (71 percent), and “Rising prices due to trade tariffs” (68 percent – 21 percent higher than the total population).

The report concluded that the African American path to purchase is social and circular, with the transaction being a critical step in the process before consumers express their passionate feedback about their experience, be it positive or negative.

“Brick and mortar stores, online retailers and service providers should each strive to provide an experience that not only satisfies Black consumers, but creates buzzworthy raves that will quickly be passed on to friends, family and virtual networks in their discovery, awareness, and decision making processes,” the authors wrote.

“Developing strategies to connect with African American consumers, and assuring that their culture is understood and respected, as well as assuring that their expectations are exceeded, will provide far-reaching influence and growth throughout all consumers for many years to come in the evolving American mainstream,” Grace stated.

To view the full report, click here.

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Smooth Ride! Car Suspension & Comfort Tested #shorts

Smooth suspension meets surprisingly spacious legroom. Experience true comfort on any road!

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1 month ago

October 4, 2026

Oakland Post

Car suspension test demonstrating a smooth ride, comfort features, and handling on various terrains.

Experience the difference smooth suspension makes on rough streets. Check out the surprisingly good second-row legroom – test it yourself for true comfort.

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61 years since Selma, Houston leaders say the bridge remains to be crossed

61 years after Selma, Houston leaders say the fight for equality continues. The issues that sparked the marches still impact Black Americans today.

Published

1 month ago

October 4, 2026

Oakland Post

Houston leaders discuss the ongoing struggle for civil rights 61 years after Selma, emphasizing the need for continued action.

It has been 61 years since the Selma marches. But political leaders in Houston say that the issues protesters were marching for still plague the lives of Black Americans.

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Here is what you need to know about finding unique white elephant gift ideas that everyone wants to steal

The best white elephant gift ideas are funny enough to get a reaction but useful enough that people actually want to steal them. Look for gifts with a surprise factor, broad appeal, an inside joke, and just enough personality to spark some friendly competition. The wrapping paper comes off, the room goes quiet for half […]

Published

1 month ago

October 4, 2026

Oakland Post

The best white elephant gift ideas are funny enough to get a reaction but useful enough that people actually want to steal them. Look for gifts with a surprise factor, broad appeal, an inside joke, and just enough personality to spark some friendly competition.

The wrapping paper comes off, the room goes quiet for half a second, and suddenly everyone wants the same gift. That is the sweet spot. A great white elephant pick should make people laugh, lean in, and start plotting their next steal before the turn is even over.

Should a White Elephant Gift Be Funny or Useful?

A white elephant gift can be funny or useful, but the strongest choices usually give people a reason to laugh and a reason to keep the item. A practical gift with an odd design, unexpected feature, or playful theme can get a reaction without becoming something the recipient immediately wants to give away.

The right balance depends on the group. Close friends and family members may enjoy a ridiculous gag gift because they already understand one another’s sense of humor.

A workplace exchange, neighborhood party, or mixed-age gathering usually calls for something with broader appeal. In those settings, humor works better when it is built into an item people could still use afterward.

It also helps to think about how quickly the gift will make sense once it is opened. A strangely shaped kitchen tool, oversized mug, quirky desk accessory, or unexpectedly fancy everyday item can create an immediate reaction. Guests understand the joke right away, while the item still has enough practical value to attract a steal.

Pure gag gifts can be harder to pull off. Something that exists only for the punchline may get a big laugh during the reveal and then sit untouched for the rest of the game. If the goal is to bring one of the gifts everyone keeps fighting over, usefulness gives the joke staying power.

Memorable Present Ideas: Creating Inside Joke Gifts

Inside joke gifts can make a white elephant exchange feel much more personal, especially when most of the group shares the same stories. The trick is choosing a reference that people will recognize quickly instead of building the entire joke around something only two guests understand.

You can turn a memorable vacation mishap, office catchphrase, family story, or long-running group joke into the theme of the gift. A personalized comic book can work especially well when it turns familiar people or a ridiculous shared moment into part of the story.

Think carefully about who the joke involves before ordering anything permanent. The gift should make the person feel included in the fun, not singled out for the wrong reason.

Can You Bring Something You Already Own?

Holiday gift exchanges can be a good place to re-gift something you never used, especially if it is unopened and clean.

The following can all work if they still look presentable:

A duplicate kitchen gadget
An untouched game
A decorative item
A sealed gift set
An unopened candle
A new travel accessory

The goal is to give the item a second chance, not use the exchange as an excuse to clear out damaged or unwanted clutter.

Take a close look at the packaging before wrapping it. Faded boxes, missing pieces, visible wear, or anything that looks obviously used can make the gift feel careless.

Wrapping Budget-Friendly Gifts

Wrapping can make gifts more entertaining before anyone even knows what’s inside.

Misdirection works especially well for fun party games. Put a small gift inside a much larger box. Use packaging from an unrelated household item.

Add harmless weight so guests cannot guess what they are holding. The reveal becomes part of the joke without changing the gift itself.

You can also lean into the theme of the exchange. Bright paper, oversized bows, reusable bags, or deliberately over-the-top wrapping can make an ordinary item feel more memorable. If the gift itself is already funny, simple wrapping may work better so the surprise stays hidden until the last second.

Frequently Asked Questions

Is Picking Last an Advantage in White Elephant?

Picking last can be an advantage because you get to see almost every gift before making your move. Instead of choosing blindly from the remaining wrapped presents, you can steal something that has already caught your attention if the rules still allow it.

That advantage depends on the house rules. Some games limit how many times a gift can be stolen.

Others lock an item once it reaches a certain number of steals. If the most popular gifts are already unavailable, the final player may have fewer strong options than expected.

The first player can also get another turn at the end in some versions of the game. That rule can balance things out, since the person who started with the least information may get one final chance to steal.

How Do You Plan White Elephant for a Large Group?

For a large white elephant exchange, set a firm spending limit and establish the stealing rules in advance.

Create a clear turn order before the game begins. Drawing numbers as guests arrive can save time once everyone is ready to start.

Keep the number of steals per gift limited so the game does not drag on. It also helps to have one person track which creative holiday presents have been stolen and when they are locked, especially if dozens of people are participating.

Can You Play White Elephant Virtually?

A virtual white elephant exchange can work over a video call, with one person keeping track of the turn order and each steal. Guests can either mail physical gifts ahead of time or use digital gifts that can be delivered once the game ends.

Set the spending limit and stealing rules before everyone joins. It also helps to decide how gifts will be revealed and who is responsible for sending each one afterward so the exchange does not become confusing.