Next-Gen African-American Consumers

img_3825Last week this article in Ad Age came across my Twitter feed and I knew it was something I wanted to share on the blog. As an African-American millennial, I was excited that our pop culture is catching the eye of marketers all around.

According to Nielsen, next-gen blacks are social-media leaders. The article pointed out Chance The Rapper and the success of “Coloring Book,” and how he built his audience through social media and music streaming platforms. It also pointed out Issa Rae becoming mainstream success with her hit TV series on HBO, but built her following through her YouTube series Awkward Black Girl.

The influence of next-gen African-Americans is undeniable when you look at social media language (slang words and phrases like “clapback,” “squad goals,” “lit,” and “dragged”), in music (Trap) and viral dances (Juju). In exploring the black digital realm, you will discover certain hashtags like #BlackGirlMagic, and you will gain insight into a separate world where black youths connect.

The collectivism, amplification and quickness of black people on Twitter and social media is a game changer. A once-marginalized group has found its power.

If you are interested in reading the article, you can find it here



Walker, K. (2016, November 9). Reaching next-gen african-american consumers. Ad Age. Retrieved from


2 thoughts on “Next-Gen African-American Consumers

  1. These are good examples of how performers can really reach out and make connections with a particular community. Chance The Rapper and Issa Rae obviously have resonating messages, especially on social media.

    A lot of celebrities, cultures, and movements have gained traction on social media. Remember the ALS Ice Bucket Challenge from a few years ago? That craze ended up netting $115 million in donations and was deemed a big success because the funding lead to the discovery of a gene that is aiding researchers in therapy prospects. There are of course many other movements that have gotten their start on social media in the past.

    It really does prove that putting the right message in the right place (and on the right device) can make all the difference.


  2. I love that you wrote about this topic. I think social media really lends itself to marketing to the African American community because there is such a focus on consumer-generated content. In the past, it took time for trends from black culture filtered into “mainstream” white America. Now, in a matter of days, a new hashtag, slang term, fashion, not to mention music, can spread across cultures to all corners of the country and globe. And, the source of the trend is credited.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s