According to consumer research company, Yankelovich, African American attitudes about health are shaped by 3 key influences:

Fatalism – a belief that one must “let go and let God”

Curative vs. Preventive Mindset – a tendency to focus on cures after a health problem has developed, rather than preventive measures before it occurs

Holistic Approach – Use of alternative, home and natural cures for illnesses and injuries.

Yankelovich advises health marketers, and advertisers who want to communicate effectively with African Americans, to understand that “the health disparities between African Americans and other groups are real, and the roots lie in unique cultural characteristics and attitudinal differences rather than in any biologic or genetic factors.”

Source: Yankelovich MONITOR Minute Flash