Diversity MBA Magazine - Fall 2008 - (Page 45)

FEATURE STORY •Contributing and confident •Life in balance •Success oriented •Active parenting •Passion for others •Selfless •Trusted allies/leaders •Champions/statesmen •Grateful for simple pleasures & very satisfied with life •Church and community first •In pursuit of social change as a source for information; and 3) Both general market and African-American media continue to be relevant across all segments. These commonalities can be attributed in part to the growing influence of the three largest segments -“Devouts,” “Backboners,” and “Buppies.” Combined, they make up nearly 70% of the total Black population in the U.S., and comprise the present-day Black middle class. The sheer strength of their numbers drives many of the prevailing trends in media behaviors. Currently, less than 1% of U.S. advertising dollars are spent using targeted Black media to connect with the African-American population. Instead, advertisers rely on the inclusion of Black images in the general market, which actually discourages African-American spending, according to Miriam Muley, founder and CEO of marketing firm The 85% Niche. Television often focuses on images of street life and hip-hop culture. Beyond Demographics argues that the “Playa” and “Fly Girl” archetypes are over-emphasized in the media. “When you think about TV or portrayals in general, because we are an entertainment- focused society, the portrayals tend toward the extreme,” observes Esther Franklin, executive vice president and director of cultural identities of SMG Multicultural, who worked with Irvin to create the S epte mber 2008 Le ade rshi p G al a I ssu e study. “However, when you have the data and understand the full scope, when you have a framework that really clarifies the face of the community and when you understand that those segments, the ‘Fly Girls’ and ‘Playas,’ represent less than 3% of the community, it starts to raise some interesting questions. Obviously, there are advertisers and marketers who should be seeking those segments; they’re important in setting trends in fashion, music, etc. But you’re leaving 97% of the community on the table. So depending upon the category, brand, or service an advertiser is providing, [the study’s] information enables them to take a thorough look at the community, the segments and their contributions to various categories, and really make an informed decision about which of those archetypes would be of most value to leverage their products and services against.” The original concept for Beyond Demographics was introduced in 2007. It began as a cultural-exploration study designed to help reshape the way the marketing industry views and values today’s AfricanAmerican marketplace. Phase I uncovered the importance of self-definition as the linchpin to human connection, and to understanding the 45 Initial Exploration

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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