Study identifies 6 micro-demographics among black women worth marketing to

Personal Beth: It’s all about relationships for Personal Beth. She seeks to have strong connections with family and friends. A total of 16% of black women identify with this micro-demographic. They seek to develop interpersonal relationships and view a good portion of their success is helping others find happiness. Lean on this group with benevolent aspects to your marketing.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes. Mother Eartha: Raising children is viewed as the ultimate success of this 13 percentile of black women. They also seek strong relationships with a close-knit family surrounded by friends. Finances are not the most important aspect to Mother Eartha because this mirco-demographic understands that family unity and happiness is a product of relationships and unity. Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.Amazing Grace: Balancing career and family is very important to Amazing Grace. Only slightly smaller than the Proud Mary and 401 Kay groups at 18% of black women, this micro-demographic wants to be a well-balanced success story. This means they have an element of each of the other groups so marketing to Amazing Grace is typically a subset of marketing to any of the other groups.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.View the list »
 401 Kay: The second-largest group, representing 20% of black women, is focused on success and security in monetary terms. The key motivational factor for 401 Kay is that they want a comfortable retirement. Tie campaigns to a bright and promising future if you want to reach this sub-demographic. Don’t forget the importance of security and success for their children.Additional workplace culture resources                 Culture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.

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Although black women are a demographic that can provide great return on your marketing investment a study commissioned by Essence Communications, publisher of Essence Magazine is providing micro-marketing possibilities. The study found there are six definable micro-demographics. The 6 micro-demographics are explained in the attached list.

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When marketing a product to black women, several common factors can come into play. For example, marketing a new line of swimwear in traditional African-American patterns and colors would be very successful if targeted at Proud Mary (see attached list to learn more about Proud Mary). Placing the ads and print publications or broadcast media featuring heritage-based education will open the product to a $160 billion market. However if you are marketing to Amazing Grace, make sure that some family members are included with the key figure in your advertisement.

Use of this micro-demographic information would also benefit human resources recruiters who could advertise jobs based on the motivators for each group. For example, if you have a job in which the employee would have a great deal of time helping others, the Personal Beth would be perfect and likely to stay in what they would find to be a very rewarding career.

In total, black woman represent more than $760 billion worth of buying power. The study also revealed that these women are likely to be the key influencer for family and friends when it comes to buying decisions.

Whether you're a small-business entrepreneur or a large corporation, understanding the motivation and desires of the consumer is essential to business success. With this rapidly growing demographic, a wise marketer will structure campaigns to gain these individuals as long-term dedicated customers.

Additional workplace culture resources

  1. Culture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.
  2. Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.
  3. Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
View the list
  •  401 Kay: The second-largest group, representing 20% of black women, is focused on success and security in monetary terms. The key motivational factor for 401 Kay is that they want a comfortable retirement. Tie campaigns to a bright and promising future if you want to reach this sub-demographic. Don’t forget the importance of security and success for their children.Additional workplace culture resources                 Culture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
  • Amazing Grace: Balancing career and family is very important to Amazing Grace. Only slightly smaller than the Proud Mary and 401 Kay groups at 18% of black women, this micro-demographic wants to be a well-balanced success story. This means they have an element of each of the other groups so marketing to Amazing Grace is typically a subset of marketing to any of the other groups.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
  •  Mother Eartha: Raising children is viewed as the ultimate success of this 13 percentile of black women. They also seek strong relationships with a close-knit family surrounded by friends. Finances are not the most important aspect to Mother Eartha because this mirco-demographic understands that family unity and happiness is a product of relationships and unity. Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
  • Personal Beth: It’s all about relationships for Personal Beth. She seeks to have strong connections with family and friends. A total of 16% of black women identify with this micro-demographic. They seek to develop interpersonal relationships and view a good portion of their success is helping others find happiness. Lean on this group with benevolent aspects to your marketing.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
  • Proud Mary: The largest category, comprised of 21% of black women, this group is highly connected to the cultural heritage and involved in social and community activism. Spiritual growth is extremely important to a Proud Mary so they will be responsive to marketing campaigns that connect them to their spirituality or cultural history.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
  •  Ultraviolet: Although the smallest micro-demographic of black women  but do not let that fact deter you from marketing to them. Despite its size, this group still has a buying power nearing $80 billion. Financial achievement is their greatest motivator with an emphasis on spending time with close friends. The difference between Ultraviolet and 401 Mary is that Ultraviolet wants the financial success today, not tomorrow.Additional workplace culture resourcesCulture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.
View the list

, Marketing & PR Examiner

Rick Weaver is an accomplished business executive with a wealth of experience in retail management, removal of supply chain impediments, and process improvement. Weaver has founded or been involved in the foundation of 6 companies, the largest producing over $480 in annual revenue. ...

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