Essence Releases New Women’s Survey

  • September 24, 2002
In what it claims to be the first report to provide a “full attitudinal and behavioral portrait of African-American women,” Essence magazine, today announced the findings of the WOW Report-Window on Our Women. Conducted by Harris Interactive it highlights the psychographic differences between African-American and Caucasian women. The findings revealed that African-American women are “independent, self-confident, in charge, and want a better life.” They tend to be the primary decision-makers in their households, and they are committed, knowledgeable and brand-centric consumers. The results showed that 61% of African-American women consider themselves the primary decision-makers for major purchases, such as homes, while only 43% of Caucasian women surveyed indicated the same. According to the report, African-American women are more likely to want to establish their own businesses (38% Black women vs. 15% White women) and deem getting as much education as possible as a priority (87% African-American women vs. 63% Caucasian women). Essence interpreted the report results as having several implications for marketers. Marketing should “recognize and reinforce African-American women as decision-makers. Approach African-American women in the positive way they see themselves. Use language and imagery that recognizes their strong self-image. Marketers should also pique African-American women's curiosity for new products. “African-American women are constantly experimenting to find brands that address their unique needs,” the report states. Marketers should develop promotions that lure them to trial.

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