The Kids Are Not All Right With Lazy Ads
Black Gen Z consumers are dissatisfied with the current media portrayal of their race and ethnicity. A significant number of both younger and older Black consumers expressed discontent with how advertising depicts their lives. This dissatisfaction stems from the perception that brands have not condu...
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| Published in: | Adweek (2003) 2024-02, Vol.65 (2), p.12-12 |
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| Main Author: | |
| Format: | Magazinearticle |
| Language: | eng |
| Subjects: | |
| Online Access: | Get full text |
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| Summary: | Black Gen Z consumers are dissatisfied with the current media portrayal of their race and ethnicity. A significant number of both younger and older Black consumers expressed discontent with how advertising depicts their lives. This dissatisfaction stems from the perception that brands have not conducted thorough research when integrating racial and ethnic diversity into their campaigns. It is important for brands to address this issue as it influences the purchasing decisions of Black consumers. Older Black consumers are more likely to purchase from brands that challenge racial and ethnic stereotypes. Additionally, Black Gen Z consumers aspire to achieve a higher level of financial success than preceding generations, considering it a fundamental component of the American dream. They also prioritize securing more freedom in their working lives and are charting a different career course, diverging from the traditional 9-to-5 model. Marketing leaders should invest in consumer research to better understand the needs and preferences of the Black Gen Z consumer segment and incorporate culturally authentic and inclusive representations in their advertising campaigns. |
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| ISSN: | 1549-9553 |