The Value of a Total Market Approach Key Insights for Marketing to the Black Consumer Segment By Dorinda Walker Director, Multicultural Marketing, Prudential Financial, Inc. The statistics are clear. The general U.S. population is continuing to grow more diverse. The U.S. Census Bureau projects that by 2042, Americans who identify themselves as Hispanic, Black, Asian, American Indian, Native Hawaiian, and Pacific Islander will together outnumber non-hispanic Whites. For children under age 18, the shift will take place in just four short years. Consumer goods companies such as Coca- Cola, Procter & Gamble, and McDonald s have proven that a single approach is no longer acceptable when it comes to marketing to a diverse marketplace. In fact, a recent video from Prudential Financial, called Faces of America and available on YouTube, highlights the impact of diverse segments. 38 LIMRA s MarketFacts Quarterly/Number / 1, 4, 2012 2014
The video reinforces what our colleagues at consumer goods companies have known for a while: Integrating multicultural insights into our marketing and sales strategies is critical to maintaining a competitive standing in the marketplace. Ideally, the integration of these insights should evolve into a Total Market approach that replaces the need for general market versus multicultural market budgets and plans. To do that, companies need to be knowledgeable about the cultural insights that influence the financial experience and financial purchase decisions of diverse consumers. A Deeper Dive Let s take a closer look at the Black consumer segment. They are a vital force in the U.S. economy, representing 14.1 percent of the total population. This includes those who identify as Black only and Black in combination with another race (in the 2013 U.S. Census). Their current buying power is $1 trillion, estimated to reach $1.3 trillion by 2017, according to the Selig Center of Economic Growth. Nielsen has reported that Blacks are attaining higher academic achievement, resulting in increased household income 44 percent of all Black households now earn $50,000 or more, and 23 percent earn above $75,000. 1 These facts build a strong case for any financial services brand to engage Black consumers as a strategic growth opportunity. A common misperception about marketing to this segment is that it does not require any significant differentiation from general market strategy. Because language is not a barrier, and Black consumers have long been part of the American landscape, companies tend to believe that targeted engagement and messaging may not be required. However, the fact is that Blacks in the United States are a very culturally diverse population who value their heritage, ancestral customs, and traditions. Integrating multicultural insights into our marketing and sales strategies is critical to maintaining a competitive standing in the marketplace. Although general market messaging is likely to reach these consumers, it may not drive a significant sense of relevance regarding your brand. Simply adding diverse imagery to general market content and messaging will not effectively harness the opportunity to increase new customer acquisition and brand value among this audience. The Importance of Language So why use the term Black as opposed to African American? This is a common debate many marketers struggle with in an effort to be culturally sensitive. As noted in a 2012 report by ReachingBlack Consumers.com, the two terms are often used interchangeably. 2 It is important to understand that Black is a race, but it does not define the culture. It is critical for marketers to grasp this distinction because culture plays a significant role in consumer behavior and purchase decisions. Let s review how the role of life insurance is valued among Black consumers. A recent study by LIMRA and Life Happens found that a higher percentage of this demographic own life insurance (69 percent) than Whites (56 percent) and Hispanics (52 percent). 3 This finding is also consistent with the responses of consumers surveyed for a Prudential study who identified having enough life insurance to protect loved ones as a top financial priority. Respondents identified issues of family and legacy among their top financial priorities, a concept that may correlate with cultural mores around homegoing a traditional funeral celebration marking the going home of the deceased. Prudential s most recent study on the African American financial experience identifies, based on participant responses, that faith and family may play an important LIMRA s MarketFacts Quarterly // Number 1, 4, 2012 2014 39
Financial content and messaging must connect to what marketers refer to as intrinsic values. role in influencing their financial behavior and decisions. 4 According to the survey, Blacks are more than twice as likely as the general population to rely on church and faith-based organizations for financial information. In addition, many respondents who attend church at least weekly along with other factors such as college education, income levels, economic outlook, and use of a financial advisor are more financially confident than those who do not. Coupled with the fact that Blacks are more likely to live in multigenerational and female-headed households, it is clear that financial content and messaging must connect to what marketers refer to as intrinsic values. In this case, they are justice, broadmindedness, community, faith, forgiveness, love, and of course legacy. (The opposing extrinsic values tend to center on wealth, public image, social power, and concerns about security.) Understanding Core Values Some of you reading this article may be thinking, This is great insight, but in our industry there is no way we can include a faith-based component to our marketing strategy and plan. In fact, developing a marketing strategy focused on this consumer segment without a faith-based component may be a missed opportunity. This, of course, does not mean that every financial professional or marketing effort should target the faithbased community. Trusted relationships are built through authenticity, understanding of culture, and common interests. Financial professionals develop leads and referrals based on their knowledge and ability to connect and earn trust, regardless of whether their passion is faith, sports, education, or something else. If financial professionals have similar values and interests to those in the community, then they have a greater ability to build strong networks. This also is not meant to imply that corporations have to support or take a stand related to religion or other interest areas. It simply suggests that they demonstrate an understanding of the value these principles have among their consumer base. A recent Nielsen report revealed that Black consumers want companies to recognize the diverse aspects of their market segment. 5 The overwhelming majority of those surveyed (87 percent) feel ethnic recognition is important, compared to 59 percent of the general population. Seventy-three percent of Black adults aged 18 to 54 say cultural/ethnic heritage is a critical part of their cultural identity. Among those aged 18 to 54 with a household income greater than $50,000, 77 percent indicated their heritage was an important part of who they are. (This is compared to 58 percent of the general population.) Interestingly, Prudential s Day One documentary series (available on YouTube) captures similar real-life insights. For example, these consumers indicate that content featuring Black individuals they can relate to will likely capture their attention, more so than general market advertising. Compared to the general population, they also are 30 percent more likely to believe diversity in advertising is important, and 38 percent are more likely to make a purchase when the advertisements include Black individuals. Their View of the Industry Despite the financial crisis, Prudential research reveals that Black consumers have slightly more confidence in financial institutions and are looking for guidance. 6 For example, 28 percent of those surveyed read financial magazines, compared with 22 percent of the general market. They also identified other sources of financial information used, such as professional financial advisors, credit unions, local banks, finance-related books, and financial seminars. In addition, a higher percentage of Black consumers with more than $75,000 in household income are more likely than the general population to purchase protection products. That translates into ample 40 LIMRA s MarketFacts Quarterly/Number / 1, 4, 2012 2014
Figure 1 Financial Product Ownership Among Black Consumers With a Household Income Over $75,000 Life insurance purchased through an employer 46% IRA 29% Life insurance purchased individually 44% Individual stocks 19% Mutual funds or ETFs Annuity 16% 18% Individual bonds 5% Source: Prudential Research (2014) opportunity to educate and engage them on the value of increasing the amount of investment products in their financial portfolio (Figure 1). Additional Observations Two key insights about this consumer segment are: Fifty-three percent are under age 35. A large percentage of Black women are the primary breadwinner in their household. According to a 2013 Pew Research study, only 6 percent of married couples where the husband is the primary breadwinner include married Black women. 7 Further, in Prudential s study, the majority of women indicated they were the breadwinner and the primary decision-makers in their household. They are more likely to carry the financial responsibilities of the household on a single income. Therefore, a focused effort to engage Black women can be a competitive differentiator. Further, in a 2013 images study conducted by Added Value (a global strategic marketing agency) for Essence magazine, the Black women surveyed felt marketers were misrepresenting them by using certain types of models and negative typologies in the media. 8 They want marketing and advertising to truly reflect the diversity and heritage of their culture. According to Nielsen, other demographic segments (73 percent of Whites and 67 percent of Hispanics) believe Blacks influence mainstream American culture. 9 So what does this mean for marketers? It is very likely that developing marketing and advertising messages targeted to this segment will resonate among all consumer groups as part of a Total Market approach. Technology, digital, and social media also play a significant role in how financial services companies will need to engage this segment in both the marketplace and workplace. Nielsen research finds that Blacks spend 44 percent more time on education and career sites, and 21 percent more time on family and lifestyle sites, than general market consumers do. 10 They also are 44 percent more likely than general market consumers to create a social media profile, using Facebook most heavily. In addition, Pew Research found that, overall, 73 percent of Black Internet users and 96 percent of those aged 18 to 29 use a social networking site of some kind. 11 Looking among these younger consumers, 40 percent use Twitter, compared with 28 percent of Whites in that age group. Given these statistics, marketing plans intended to reach diverse audiences must include digital and social engagement. LIMRA s MarketFacts Quarterly // Number 1, 4, 2012 2014 41
In Conclusion Marketers must ensure that their content not only reaches multicultural segments, but that it also is relevant to drive action and brand favorability, which will ultimately benefit sales and recruitment efforts for the company. There is no single magic formula for success, and this cannot be a short-term proposition. Marketing to a multicultural nation requires a long-term commitment, an investment in the appropriate talent and resources to build a sustainable strategy that ultimately evolves into a Total Market approach. The Prudential Insurance Company of America Newark, NJ. 0270175-00001-00 1 Connecting Through Culture: African Americans Favor Diverse Advertising, Nielsen, October 20, 2014. 2 In Plain Sight: The Black Consumer Opportunity, Advertising Age supplement, April 23, 2012. 3 2014 Insurance Barometer Study: Supplemental Data, LIMRA and Life Happens, 2014. 4 The African American Financial Experience, Prudential Research, 2013 2014. 5 Connecting Through Culture: African Americans Favor Diverse Advertising, Nielsen, October 20, 2014. 6 The African American Financial Experience, Prudential Research, 2013 2014. 7 Breadwinner Moms, Pew Research: Social & Demographic Trends, May 2013. 8 African Americans Seek Authenticity in Ads, www.mediapost.com, March 1, 2014. 9 Resilient, Receptive, and Relevant: The African-American Consumer, Nielsen, 2013 Report. 10 Ibid. Dorinda Walker is Director, Multicultural Marketing, for Prudential s U.S. Businesses. In this position, Walker is responsible for supporting U.S businesses to plan and execute profitable growth strategies among diverse consumer segments. Her career has had a particular focus on expanding new business opportunities among diverse markets, with an emphasis on strategic planning, targeted marketing, program management, event planning, and community engagement. Since joining Prudential in 1999, Walker has held a variety of roles within Group Insurance, Individual Life Insurance, and Finance. Prior to Prudential, she served as Director of Employee Relations for No Barriers Home Health Care, developing new policies for staff compliance and client quality assurance an effort that resulted in the organization s accreditation. Walker is a graduate of the Woman s Unlimited TEAM Program, a nationally acclaimed management and leadership development program for high potential women. She was also the first graduate of Prudential s highly competitive Life Insurance Development Rotational Program. Walker is a past co-chair of the Black Leadership Forum, a business resource group at Prudential that provides personal and career development resources for African-American employees. She can be reached at dorinda.walker@prudential.com. 11 72% of Online Adults Are Social Networking Site Users, Pew Research: Internet Project, August 5, 2013. There is no single magic formula for success, and this cannot be a short-term proposition. 42 LIMRA s MarketFacts Quarterly/Number / 1, 4, 2012 2014