This is a historic consumer report that was hammered out for the Black Press on behalf of the Black consumer, so that spending in Black America produce tangible returns.
In an unprecedented agreement, the Black Press of America (NNPA) and the Nielsen Company have reached an historic agreement on behalf of the Black consumers whose earning power makes up a sizeable market share of Corporate America’s earnings. The agreement was worked between former NNPA chairman, Danny J. Bakewell, Sr.–and is now being carried on by NNPA’s current chairman, Cloves Campbell–and Cheryl Pearson-Mc Neil, senior vice president of government relations, and public affairs for the Nielsen Company.
With a membership of over 200 newspapers, NNPA’s reach in America’s Black communities is unquestionable. And with Nielsen’s global reach in marketing and consumer information, that collaboration has provided a ground breaking consumer report that is second to none. When strategically implemented that combination will empower the Black consumer, and place corporate America on notice that ‘business as usual’ is a thing of the past. This will have the resultant effect of engaging corporations that intend to do business with the Black consumer, that at minimum, they will be expecting an equitable return.
Former chairman Bakewell said, “This consumer report will arm the Black consumer with a much-needed arsenal of information as to where to spend those Black dollars intelligently. Also it clearly illustrates and demonstrates the power of the Black consumer with all the statistics and specifics, and it is what is needed to provide a profound impact, and create a level of ‘equal-ness’ between corporate America and the Black consumer.”
Neilsen’ senior vice president Nielsen stated, “We are extremely excited to share The State of the African-American Consumer Report with millions of readers through the NNPA. Our hope is that once consumers know more about their purchasing power, they will exercise it collectively and really impact change.”
The long term effects of the state of the African-American consumer report reflect some of the causes and effects of the financial condition in many Black communities across the nations. And the Black Press/NNPA believes that this report will have a sobering, wake-up effect, when properly understood.
The results of the report came from focused research and study of the Black consumer in a myriad of cities with large percentages of Blacks: from New York and Atlanta to Los Angeles and San Francisco, and all in-between.