Diversity MBA Magazine - Fall 2008 - (Page 44)

•Keep up the good fight •I have a dream….still •Comfortable with current state of affairs •Getting the job done •Happy to contribute •Accumulating wealth •Political influencers •Philanthropic •Education = achievement Chicago-based Starcom MediaVest Group recently released Beyond Demographics, a groundbreaking new research study that explores the vital role of identity in connecting with African-Americans and the 12 unique consumer segments comprising this group. The study is aimed at providing advertisers with a strategic approach to reaching Black consumers. Despite representing more than $850 billion in annual spending and growing market influence, African-Americans remain a segment largely underleveraged in traditional media planning and investment strategies. SMG hopes to share its new insights with the marketplace to revolutionize the way it views and values African-American consumers. In partnership with Dr. Nat Irvin II, a University of Louisville professor and founder of the nonprofit thinktank Future Focus 2020, Beyond Demographics reveals a complex mosaic of identities rarely seen in current depictions of Blacks in media. These categories reflect not only the youth and urban sectors, but also the more traditional and spiritual sectors. “Playas” and “Fly Girls” represent African-American youth and its connection with today’s technology and lifestyles. “Trustees” and “Devouts” represent the continuation of cultural and religious traditions. “MetaPhysicals” and “Gazelles” represent hope, optimism, and spiritual awakening 44 within the segment. The 12 segments reveal that the relationship between African-American consumers and the media they consume is self-defined, personal, and sometimes emotional. Understanding the role of identity, the study asserts, can help strengthen the development of fresh and innovative strategies to make deeper connections with this audience. “The Black community, like other groups, is undergoing a significant change in its identity, one that is affecting not only the way in which African-Americans view themselves, but also how they’re viewed by others,” says Irvin. “What’s exciting about this initiative is the opportunity to explore new ways to understand these emerging identities and their growing influence across all sectors.” The decisions that power the media habits of each segment are as varied as their individual backgrounds. Unlike traditional demographic-driven models of learning, these insights were derived via a real-world, archetype-driven research model. This model affirmed what the African-American community knew to be true, but which was often overlooked by others. The study revealed certain commonalities between segments, including: 1) Television and radio are used as entertainment; 2) Internet and newspapers are used w w w. d ive r s it y mb a ma g a z in e. c o m http://www.diversitymbamagazine.com

Table of Contents Feed for the Digital Edition of Diversity MBA Magazine - Fall 2008

Diversity MBA Magazine - Fall 2008 Contents Letters to the Editor In Your Own Hands Editor's View Business Briefs Off the Shelf Diversity MBA 2008 Awards Gala and Leadership Forum "Diversity Next Practices" Illusion of Inclusion Good Is Not Enough Revisiting Your Personal Brand Discover Your Power Voice Authentic Leadership In An Ever-Changing Marketplace Stopping the Brain Drain: How Companies Can Keep Talented People of Color Corporate Succession Planning - How Do You Fit In? How To Manage Virtual Teams Beyond Demographics Recruit, Recognize, Retain, Reinvest – Winning the Talent Acquisition Game Leave Ego at the Door Modernizing Supplier Diversity Taking the Leadership High Road… When You Can Find It Think Boardroom Bound; It’s Happening Who's Who In Diversity Fail to Succeed 4-Star Start-Up, Chris Ward: Character Above All Get Them at Hello – Tips to Improve Your Marketing Kit Sonny Vu, Entrepreneur A World at Your Fingertips Big Brother Wants Your Bank Account Stepping Off The Corporate Ladder HR Focus with Monica Ross A Unique New England Vacation Bold Caballeros y Noble Bandidas Women of Color and Cancer: The Chicago Phenomenon Being Single Isn't Easy International MBAs Flock To U.S. Schools Smart Strategy Gadgets+Gizmos Advertiser's Index

Diversity MBA Magazine - Fall 2008

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