Pepper Miller

Continuing
In Black people are often categorized as People of Color (POC) and BIPOC. It's not accurate though. How can we get this right? The #1 question decision-makers and business leaders ask me, is "How do African Americans want to be addressed?"

"While all are Black by race, not all Black Americans are African Americans... [so] it's a safe bet to stick with the racial identifier 'Black American' as an umbrella description." It includes Black Caribbeans, Black Europeans and African immigrants for example. POC and BIPOC aims to be inclusive, but it's de-centering.

- represents the Black, Asian, Hispanic and Native American collective
- represents Black, Indigenous and People of Color

Combining these segments to streamline research might seem like it is a time and effort saving strategy, but it always leaves these cultures feeling unseen and undervalued. Sameness, in this case, is misleading, promotes ambiguity and is unauthentic.



"Let Me Explain Black, Again" is available now on Amazon!
https://a.co/d/f6qYTLT

🏙️ We’re in the Big Apple today at the Quirk's Media conference New York 2023! I’ll be speaking today on the top insights from my latest book “Let Me Explain Black, Again.” Stop by after the session to say hi! 👋

https://blacknews.com/news/let-me-explain-black-again-book-pepper-miller-market-researcher/

New Book By Black Market Researcher Shakes Up Marketing Industry "Let Me Explain Black Again" by Pepper Miller Delivers Powerful Insights and Proven Strategies on Engaging Black Consumers Nationwide -- “Pepper, I didn’t know.” This admission is an all-too-common response to preeminent market researcher Pepper Miller’s illuminating workshops and presentati...

In my second book, “Black Still Matters in Marketing”, I talked about how American marketers use the same message to appeal to the Black consumer, simply because we speak English. Often times it’s a mistake because Black Americans have a different history, different lens, different values and different struggles.

“A common misconception about the African-American segment is that because Blacks speak English, and consume mainstream media, there is no need to develop any targeted communications to reach out to them."

Get your copy at peppermiller.net!