Cultural Currency: Tapping Into the African American Audience to Understand Its Invaluable Impact

Moderator

Jeff Meza

EVP, Head of Branded Entertainment & Integrated Marketing, One Solution and One X Studios

Speakers

Audrey Cochran

VP of Television and Digital Research, Urban One

Sararuth Delice

Vice President, Content Marketing Research, Screen Engine ASI

Lela Coffey

Vice President, Multi-Cultural Business Acceleration, P&G N.A.

Track

Marketing and Communications: Shaping the Cultural Narrative

Sponsored by TV One

Did you know that the African American consumer’s influence is visible across industries? With trends deriving from Black culture, the African American consumer undeniably is influencing the culture at large. When you’re underestimating the power of Black influence, you’re limiting your growth opportunities.

Insights Driving Conversation:

• 68% of the population feel African Americans influence mainstream U.S. Culture
• 43% of the population agrees that Black people tend to be ahead of the curve (49% among Gen Z and Millennials)
• 50% of Black Gen Z and Millennial population report spending more across key categories (i.e., food, sports, finance, etc.) than Black Gen X and Boomer population

The Cultural ROI report measures African American impact via influence across various segments of the U.S. population with respect to categories such as music, entertainment, fitness/sports, fashion/beauty, automotive, food, travel, politics, social impact, and culture. This thought-provoking session explores the influence of Black culture through the lens of Cultural ROI, discussing what cultural currency means through three key categories: Influence, Impact, and Financial Value.

Key Learning Outcomes:

• Serving Black consumers will help build trust & connection within this audience, sparking opportunity & innovation, which can have a tangible/quantifiable, life-long impact on your business.
• Proactively transacting with Black audiences unlocks access to a highly engaged, influential and growing segment with disposable income that fuels innovation and new mainstream trends.
• Ignoring Black consumers as an influential audience perpetuates “blind spots” and will limit brand growth and visibility.

Recommended audience: chief marketing officers, marketing directors & VPs, brand strategy leads, creatives, strategists, partnership leads, and research leads