Why marketers need to listen to Black voices

Assistant professor and chair of the department of Marketing at Howard University, Efua Obeng, addresses the inbound 2021 conference. The U.S demographic is changing drastically, but it seems marketers are not updating their strategies to reflect this. How important is diversity in marketing? Today, Efua talks about why marketers need to listen to Black voices.
About the speaker

Efua Obeng

Howard University

- Howard University

Efua is the Assistant professor and chair of the department of Marketing at Howard University

  • Part 1 Why marketers need to listen to Black voices

Show Notes

  • 02:34
    Efuas background
    With a PhD from the University of Pittsburgh, Efua is the chair of the department of marketing. Today, she focuses on hands-on and experiential learning.
  • 04:02
    Teaching marketing at Howard
    Howards student population is primarily Black. A lot focus is put on demonstrating to student why diversity and representation for sub communities is needed in marketing
  • 06:40
    Why diversity in marketing is important
    The demographic of the United States is changing in favor of Black Americans. Companies can gain a lot from investing in the larger and younger demographic with more buying power.
  • 09:54
    Black people in the influencer marketplace
    Black influencers today are working for a level playing field where creators are protected. When it comes to using social media and mobile devices, black people have a stronger presence.
  • 13:55
    How to balance targeted marketing with diversity
    Its all about having the right voices at the decision-making table. If you have diversity in your teams, it will show in what is produced. So start with diversifying who you hire.
  • 18:20
    How to reconcile your bottomline with diversification
    There is a cost involved in diversifying your company. But think of it as a long-term investment. Gen-Z is the most popular and most diverse generation, today.
  • 20:43
    How to become part of the solution
    As someone who is not part of the minority groups, its as simple as acknowledging the difference between sub communities. And then using your privilege to help make it better.

Quotes

  • "Sometimes you can't learn everything in a book. You have to get out there in the real world and learn how you want to become a marketer." - Benjamin Shapiro, Host, MarTech podcast

  • "I still am amazed to see how whitewashed advertising is… How do these companies expect to build relationships with people outside of these communities..." - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • "We as marketers have to do a better job as it relates to inclusivity and actually making this inclusivity authentic." - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “55% of black Americans are 34 and younger. The median age of black America is 32. And that's compared to the median age of 38 for all Americans.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “GenZ is the largest and most diverse generation with about 48% of all genZ-ers saying that they are ethnically or racially diverse.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “Black buying power was $1.4 trillion in 2019. And it's expected to grow to $1.8 trillion about 2024. And in addition, this growth is outpacing white buying power.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “Between 2000 and 2018 black bang power rose by 114% compared to an 89% increase in white buying power.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “Black people outpace the entire US population in their use of mobile apps.. They use video, audio, and social networking sites disproportionately more than their counterparts.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “There's so many different types of injustices, but be purposeful and strategic about how you're going to address this injustice.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “Although most genZ-ers arent even 18. They're influencing more than $300 billion a year.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “I think first is just acknowledging the reality that differences exist. And then I think the second being is leaning into opportunities to actually be part of the solution.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • “Be very thoughtful in sourcing these black and brown people. Recruit from the institutions that serve them. And you have to be willing to knock down your biases.” - Efua Obeng, Asst. Prof. & Marketing Chair, Howard University

  • Part 1 Why marketers need to listen to Black voices
About the speaker

Efua Obeng

Howard University

- Howard University

Efua is the Assistant professor and chair of the department of Marketing at Howard University

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    Part 1Why marketers need to listen to Black voices

    Assistant professor and chair of the department of Marketing at Howard University, Efua Obeng, addresses the inbound 2021 conference. The U.S demographic is changing drastically, but it seems marketers are not updating their strategies to reflect this. How important is diversity in marketing? Today, Efua talks about why marketers need to listen to Black voices.