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Marketing Charts reports that a new groundbreaking study shows that 86% of African-American women feel that companies have no clue when it comes to understanding who they are or what they need.
Conducted by Lattimer Communications and The Bantam Group, the study reveals that the largest communication gap falls in the industries of automotive, banking/financial, fast food, and health care.
The report also details six psychographic profiles of African-American women to help marketers get a better handle on the individual, internal needs of this important segment of female consumers.
This report is great news on the marketing-to-women front, showing that consumer researchers are finally expanding beyond the “average white female” perception in the marketing world.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
I believe the same can be said about Asian American women. I’m glad all this stuff is coming out of the woodwork.
Interesting findings…although marketing to the “average white female” still leaves much to be desired, as well.
As a bi-racial woman (latino + african american) working with companies to help change antiquated views of marketing to women, I find that advertising in general still tends to miss the real needs of most women and targets demographics which are almost characatures of real life. Findings like this certainly help bring awareness to the importance of truly understanding a diverse set of customers, especially in industries traditionally targeted to white males.
Charity – you’re so right. There are many segments of the female population that deserve more attention. And I think the time has definitely arrived!
I think that if industries took the time to get to know from the “inside out” some of those cultural barriers would automatically disappear.
Ghennipher – you are right that the “average white female” deserves more attention, too.