Blacks At NASCAR Means Marketing Integration? Not so Fast.

Fifth Estate Best Practices and Democracy

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FEBRUARY 5, 2011 10:10AM

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At TheBuzzBin, Toni Carey examines new campaigns where Intel is signing the front man of the Black Eyed Peas, Vibe Magazine will sponsor a NASCAR driver and the HuffPo is partnering with BET.

http://bit.ly/fxHU2A

Wonderful. Brands are recognizing the buying power of minority consumers which I wrote about this my blog, Fifth Estate, Best Practices and Democracy in 2010.

The new projects targeted to blacks involving companies focused on technology, legacy media and online journalism that are, so far, efforts to attract this minority group in segregated campaign blocks. Perhaps now these brands can fully integrate their offices as well, including upper management with the same percentages that are represented in the population. This used to be required by the FCC for broadcast businesses. Walk the halls of most corporate brand in America today and you will not see the same racial representations as there are in the U.S. Census.

The best way for brands to reach minorities effectively are to have them more fully represented as paid employees. There is no better way to develop clear strategies and insights about people than that. Why? Because "minorities" can accurately assess all populations as well as those in the "majority".

In reality, it is blacks that are the most assimilated segment of the population, having historically been forced to shed of any familial reference to their original cultures. They are fully American and have critically influenced American language, (think "OK"), the southern slang (which came out of an African patois and British English), music, science, food, sports, politics and more. In spite of hundreds of thousands of minorities that are graduating with skills to compete, they are not the first to be hired.

Imagine companies with 54% "minority employees". How's that for banishing stereotypes!

There is lots of value in all so called "minority groups" in America and it is great to read about businesses that are on a positive path towards inclusion.