Getting to the truth

Black Raspberry helps clients understand this truth: Black Americans do not always have the same experiences or speak the same “language” as White Americans — or each other.  More often than not, the language they speak (both literally and figuratively), the choices they make and the beliefs they hold dear are deeply connected to a collective cultural identity.

Their identity and awareness have a profound influence on the way they experience the world and brands around them. And this often creates marked differences between Black Americans and other consumer groups.

But…

Marketers must avoid making the assumption that because of their shared ethnicity, all Black consumers think and behave in the same way.

And…

They must also resist the temptation to create distinctions between Black and White consumers when, in fact, there are none.

Got all that?

As you can see, it’s a delicate dance — knowing when and where these differences will emerge and how to address them. This is our wheelhouse. We have more than 20 years of research experience with the Black consumer market and are passionate about helping our clients cultivate a deeper understanding of, and respect for, its complexity.