The buying power of African-American's in this The United States has been estimated at approximately $857 Billion dollars. Despite this fact, of the $257 Billion dollars spent annually by advertiser's, less than 1% was spent on advertising to African-American consumers. These advertiser's take our spending power for granted because they know that most of us desire to conspicuously consume the same products that most of society does. In other words they ignore us because they know that we will not ignore them. It's kind of like, trickle down advertising. These agencies focus their campaigns on the rest of society, and we are subjected to their advertising by default. The fact of the matter is, there is absolutely no need for these corporations to waste money trying to advertise to us because they know that we will support them anyway. If they don't have to advertise in our community or our publications for our business then there is absolutely no incentive for them to support or invest in our interests. African-Americans are among some of the most brand loyal consumers in this country, and we give or loyalty away for free.
In a study done by NewMediaMetric's, a strategic marketing optimization company in New York, African-American's are significantly more attached than Caucasian's to the following products and services:
Lexus, General Motors, Google, Fidelity, Slim Fast, UPS, Tide, Pampers, Jell-O, Doritos, Dawn, Oreos, Ragu, Campbell Soups, Yoplait, Dentyne, Charmin, Bounty, Betty Crocker, Walmart, the Gap, Lowe's, Macy's and Levi's.
These companies invest very little if any resources in the African-American community, and most of us have patronized some, if not all of these products and services.
Sports figures and rapper's have been endorsing brands in commercial's and music for years. Some get huge pay days for endorsement's while other's name check their favorite cars or beverages absolutely free of charge. But in the end we pay the cost of being used and ignored because we allow ourselves to be used and ignored.