Misunderstanding the black target market in SA

With a 79.6% black South African population, it is pertinent for marketers to clearly understand these particular attributes of this demographic. Applying this knowledge is essential to successfully cater to this segment in a relevant, appropriate and inspiring manner that reflects who they are, and aspire to be.

Clear indicator

According to UNISA's Bureau of Market Research of the South African population; labour market; income and expenditure, the white population remains the wealthiest in the country. The survey also shows some parity between black and white income earners, particularly in the R100 000 - R300 000 bracket, where 1.4 million of the group is black and 1.3 million white. This provides a clear indicator that advertisers should pay equal attention to both segments.

There is talk about the rise of the black middle class. A report issued by the University of Cape Town's Unilever Institute, sourced from SA Good News, states that the Black Diamond segment has grown by 30% in just over a year, to 2.6 million. The group is worth about R180 billion annually, representing 28% of the total SA spends. While significant in terms of spend, the group is minute compared to the total population of over 48 million. If they are to reach the segment effectively, marketers need to don their thinking caps.

Do marketers recognise the 2.6 million Black Diamonds as a separate segment to the other estimated 38 million average black South Africans? Are we confusing the two segments by talking to Black Diamonds using the average black person's mindset and lingo? Have we differentiated the realities and differences in living conditions of the two segments, or have we merely clumped them together?

Misunderstood the black demographic

Many FMCG brands have misunderstood the black demographic. Particularly those brands that were previously recognised as 'white' and are now trying to pull 'black' consumers by advertising in a so-called 'black way', using a clearly staged accent or stereotypical behaviour to communicate their selling proposition. They seem not to be aware of the risks involved: such strategies often have the reverse affect, putting off the target audience - they ruefully realise that the brand trying to lure them, has absolutely no understanding of them.

Numerous furniture store advertisers offer patronising incentives, tactics and strategies to try and attract the attention of this segment. To my abject horror, I have witnessed brands that have interpreted black people as a nation only engaged through song and dance.

It is important for marketers to take time out to understand and resonate with the people they are targeting. Strategies, messages and advertising must be relevant to the audience, and not merely use the marketers' own, sometimes insulting, often incorrect, frames of reference.

A respected academic and lecturer teaches that the misunderstanding of target groups is rooted in the situation where marketers and decision makers are cooped up in suburban houses removed from the reality of the people they wish to engage.

Avoid

We must avoid being clouded by our own industry experience where we neglect to listen to peoples' truths, opting instead to rationalise their thoughts and behaviour with our own.

We should never fail to recognise that the most successful advertising campaigns stem from raw insight.