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SXSW Interactive 2016

Young Black and Powerful: A Consumer Report

African-Americans make up approximately 14% of the U.S. population and are on trend to have a buying power of $1.4 trillion by 2019. Despite their undeniable purchasing power they're often overlooked.

Candace will share evolving consumer behavior trends prevalent among the African-American Millennial community as a whole, and the subgroups that are housed within it. She’ll discuss the cultural movements that are playing a role in shaping those trends and what we can expect from the next generation. Additionally she’ll cover what best practices an organization should adopt when attempting to develop content that resonates with and engages the African American Millennial.

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  1. How are African-Americans under the age of 35 different from their older counterparts in terms of consumer behavior?
  2. How can I create relatable content that resonates with and engages this diverse segment?
  3. How do I decide between using a total market strategy and a culturally specific strategy?



Candace Queen, Founder/Creative Director, Harris Hall Brand Initiative

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