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

“Only 25% of all African-American and Hispanic consumers find marketing and advertising personally and culturally relevant,” says Yankelovich. What that means is that many brands are not connecting with a significant and growing portion of U.S. consumers.

What should marketers do? Display cultural relevance that is more than superficial, says Yankelovich. For example, don’t run a special ad for, say, Black History Month, and then ignore African-American customers in your general market advertising.

Source: Yankelovich MONITOR

Tagged.com is a social network targeting teens and young adults. According to the website, Tagged generates 10MM unique visitors each month, 60% female, 40% male, 63% 18 or over. 

Consorte Media is an online advertising network offering advertisers access to content sites targeting Hispanic consumers.