There have been books on Black business and Black professionalism in
corporate America, like George Fraser’s Click and How To
Succeed In Business Without Being White by Black Enterprise founder
Earl Graves. But it is difficult to find great business books that
address marketing and the influence of the African American consumer.
This has been an unfortunate oversight. Until now.
Uptown Media Group (known for Uptown magazine) Co-CEO and group publisher Leonard E. Burnett Jr. and Andrea Hoffman, founder of marketing research firm Diversity Affluence, apply their 40 combined years of experience to examine corporate America’s advertising relationship with African American consumers in Black Is The New Green.
The book focuses on Affluent African Americans (AAA), a group with $87.3 billion in consumer buying power. Affluent African Americans as a group are expected to grow to $1.1 trillion by 2012.
I [Pierre DeBois] asked the authors for a review copy after seeing the catchy title in an ad. During a few reads while on the New York subways, a few nearby passengers caught sight of the cover and asked about it. The interest is more than just dust-jacket deep. Having read a number of books on Black culture for fun and self-discovery throughout my life, I truly can’t recall many that really impressed me so well as this one did.
To read the full, original article click on this link: Black Is The New Green: Shedding New Light on Affluent African Americans | Small Business Trends
Author: Pierre DeBois
