Understand and Embrace Black Consumer Passion Points
September 9, 2022
Jenny Wolski – Analyst
Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.
Read on and fill out the form for an excerpt from our
Black Consumer Passion Points presentation.
Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Points provide critical insights for understanding which activations will be most successful.
Key Finding #1: Powerful Memories Are Made in the Kitchen
Black Americans feel at home cooking and baking in their kitchens.
Many Black Americans grew up in the kitchen learning how to cook from older family members. They see preparing a meal as time to spend with family, create memories, and express love and care for others through food.
Portray cooking and baking as a full family (plus friends) activity and emphasize the real motivator for Black Americans’ enjoyment making food at home: relationships.
Key Finding #2: Black Travelers Welcome Discomfort
Black Americans are more likely than others to travel to get out of their comfort zone, but they prefer to do so domestically in the U.S.
Historically, prejudice followed Black Americans along with them on trips. But now, the Greenbook has evolved into influencers and Black consumers’ Group Traits of Determined, Real, Believing, and Forward-thinking merge to make this segment uniquely optimistic and adventurous travelers.
Boost Black Americans’ excitement for U.S. locations and weave local interests into your travel messaging.
Key Finding #3: Black Athletes Are Leaders In and Out of Their Sport
Black Americans are dedicated sports fans who follow their favorite teams, as well as the careers of specific athletes.
Black athletes have served as American heroes for Black sports fans (and all sports fans) for decades. As a result of that earned trust and influence, Black athletes have often refused to “stick to sports” and have weighed in on important social and politics issues that matter to the Black community. Since 2020, this trend has only ramped up with athletes like Lebron James, Serena Williams, Colin Kaepernick, Maya Moore, and others speaking up for equality.
Recognize the influence and social/political clout of Black athletes and partner with them on marketing efforts.
Key Finding #4: Fashion is a Vehicle for Black Self-Expression
Black Americans are uniquely passionate about fashion. They consider themselves trendsetters and enjoy expressing their personalities with style.
Self expression is an essential element of Black Americans’ lives. In fact, they are more likely to see themselves as unique, unabashed, and authentic than others. For many Black Americans, individuality is something to be celebrated across all aspects of life.
When you’re engaging Black consumers, de-emphasize uniformity and function in favor of fashion’s fun and uncommon side.
Key Finding #5: Black Americans Embrace the “Gamer” Identity
Black Americans love to play video games and even are self-proclaimed “gamers.”
For Black Americans, video games are a vehicle for some of the things they value most: connecting with their friends and family, self-expression, and personal achievement.
Resist the urge to see video games as just a “game.” Instead, emphasize the bigger motivators for why Black Americans love them: social connection, individuality, and skill-building.
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Jenny is an Analyst on Collage Group’s Product & Content team. She is a 2021 graduate from The George Washington University where she studied Statistics and Sociology. In her spare time, Jenny is often on a hike enjoying nature.