Forging Relationships with Hispanics and African Americans: Yankelovich Study

There is a shift underway among Hispanic and African American consumers as a result of an evolution in family, brand loyalty and language communications within these communities.

Within both groups, there has been a decline in brand loyalty and an increasing sense that marketing directed at them has little relevance, according to a new study, The 2005 Multicultural Marketing Study, from marketing consultancy Yankelovich, Inc.

“This year’s study focused on finding ways to forge real connections with African American and Hispanic consumers,” said Sonya Suarez-Hammond, director of Yankelovich, Inc. in a statement. “Identifying and recognizing the important cultural connectors for the multicultural market will afford marketers important insights to help them better connect with the ethnic consumer.”

Within the Hispanic community consumer behavior varies based on cultural sameness, commitment to family and differences in acculturation and language proficiency, the study found. Eight-seven percent of Hispanics reported “a real sense of belonging from their family,” while 61% said that “peoples main responsibility is to themselves and their family, not to making the world a better place to live in.”

As for language preferences, nearly 40% of Hispanics prefer Spanish, 41% prefer English and 20% prefer both while 65% reported that, “my native language is an important aspect of my culture and traditions that is important to preserve.” Yankelovich suggests that marketers use both languages to establish cultural and personal relevancy with Hispanics.

“The Spanish language is extremely important to Hispanics and they feel a need to preserve it, but they also recognize the need to master English in order to succeed and enjoy life in the U.S.,” Suarez-Hammond said.

African Americans were found to have distinct buying habits among seven segments and should be targeted to based on the differences among the segments: Emulators, seekers, reachers, attainers, conservers, elites and conservers. Yankelovich said that attainers, which make up 27% of the African-American community, are largely married with children have a college degree, are a median age 40 and are looking for tool to help reach their aspirations.

“Despite these segment differences, there is still a strong racial awareness that has resulted in black pride and a deep solidarity with other African Americans, which affects purchasing decisions,” said McGhee Williams Osse, co-CEO of Burrell Communications, an agency specializing in African American and urban markets, that collaborated on the study. “African Americans say they are loyal to companies that reflect an understanding of this awareness and their ethnic affinity. Non-Hispanic white marketers, who have not experienced exclusion based on race or color, may find it difficult to understand that this sensitivity exists, particularly since it is a feeling that is shared by African Americans across the board, even at the highest social strata and economic brackets.”

The study also found that Hispanics, while a brand loyalty group, are increasingly willing to try new or different brands on occasion. African Americans purchase brands that covey status, achievement or a reassurance of established reliability.

Nearly 70% of African Americans select a brand because it “gives them a level of emotion satisfaction.” While 62% of African Americans and 58% of Hispanics agreed that, “it’s risky to buy a brand you are not familiar with,” 80% of African Americans and 73% of Hispanics reported that they “like to try different brands once in a while.”

Marketing frustration grows for both groups. Nearly 70% of African Americans and 53% of Hispanics reported feeling “extremely concerned about the practices and motives of marketers and advertisers.” Fifty percent in both groups agreed that, “very little, if any, of the marketing and advertising I see has relevance to me.”

The study collected information from more than 4,300 Hispanic, African American and Non-Hispanic White U.S. consumers ages 16 and up via telephone interviews and mail and Internet surveys. Also collaborating in the study was Dr. Felipe Korzenny, professor and director for the Study of Hispanic Marketing Communications at Florida State University.