A first-of-its-kind study reveals the purchasing power of Black millennials. TVJessi shows us what marketers may be missing as new core consumers emerge.
- A first-of-its kind study reveals the purchasing power of Black millennials. A CUNY Baruch College doctoral lecturer says marketers may be missing a new category of core consumers.
Out of 75 million American millennials, 14% identify as Black. For her dissertation, Kizzie surveyed 158 of them last year. While their wealth falls behind their white peers, the Black millennial trend to spend cannot be denied. Three Black millennials shared their perspectives, including Christopher Williams, an assistant vice president at Moody's Investment Services, as well as twin sisters Chardia Christophe-Garcia, an audience and community marketing executive director for Forbes, and Micaela Christophe, an event management vice president for a financial service firm.
"I'd seen a well-dressed brother rushing to the airport and he was showing how to, the suitcase, like how it maneuvers and it has a little stand your cup of coffee on," Williams remembered of a recent purchase."The advertising spoke to me and a product is sold."
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