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Black spending power reaches record $1.6 trillion. Owing to this stat, black-owned businesses can’t afford to ignore ethnic populations or advertise one-size-fits-all products and services. Here, we’ll address the question, “What Companies Target African American Consumers?”
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Coca-Cola
Established in 1892, Coca-Cola is among the leading companies that understand the importance of black consumers. The brand has a strong marketing branch that targets Latinos and black people.
With its products ranging from energy drinks to bottled water, the brand launched a virtual health and cooking series called “The Kitchen Table.” The series was specifically for African-American moms.
Just a reminder, you can order a variety of Coca-Cola products from Amazon without leaving your home.
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McDonald’s
Over 40% of McDonald’s customers in the United States are Latinos, Asians, or black people. The brand knows that minority groups are important to its consumer base. That’s why they came up with the 365 Black initiative.
The initiative is a marketing department for the black community that sponsors events, create social media campaigns, and award scholarships.
Walmart
Walmart recognizes the spending power of black Americans. So, the brand makes deliberate efforts to connect with black consumers. The brand uses price reduction and commitment to uplift African Americans and connect with black people.
At some point, African Americans were worried about their finances, while others called companies to get involved in social issues. Walmart responded to this request by instituting free online orders for its Plus members. The brand also removed delivery fees on orders of $35 and above.
Walmart also invested $2 million in racial equity and $3.3 million in criminal justice reform. The brand’s efforts in ensuring an inclusive society have made many black people love and patronize Walmart.
McCormick
Founded in 18889, McCormick is an American brand that manufactures, promotes, and sells seasoning mixes, spices, condiments, and other flavoring products. The brand put forth an engaging and winning campaign. And this was by tapping into black creativity and interests.
McCormick partnered with chef Millie Peartree, an award-winning African-American woman who’s popularly known for her affordable recipes and tasty meals. This partnership made McCormick acknowledge the prominence and history of soul food.
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The brand showed this acknowledgment when they transformed traditional charcuterie boards into “Soul-Cuterie” boards during the Black History Month celebration. Besides chef Millie Peartree, McCormick partnered with another well-known black American food influencer, Tabitha Brown.
They worked with her to develop her seasoning line. All these efforts helped McCormick to reach and connect with black consumers. You can easily order their products from Amazon.
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Apple
When Apple bought Dr. Dre’s Beats Electronics and Beats Music, which produces Beats headphones, for $3 billion, it was a calculated move to reach and connect with black consumers. Beat showed how much they value black consumers by featuring several African-American celebrities, including Kendrick Lamar and Serena Williams.
The black community is a powerhouse when it comes to the economy. That’s why top brands make deliberate efforts to reach and connect with them. Now that we have answered the question, “What Companies Target African American Consumers?” Black-owned businesses should learn about these brands covered here and figure out ways to market and engage the black community.
If you’re unsure about the best promotional strategies to use, check Amazon for marketing guides. On the platform, you’ll find books covering online and offline marketing strategies.
People Also Read: 10 Best Resources for Black-owned Businesses
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