Comedian (and former ad man) Maz Jobrani tipped us to the fact that on the upcoming Census, Iranian-Americans are asked to mark “other” on question 9 and write in Iranian or Iranian-American. He notes that the FBI does not get these forms, but asks that you let him know if you end up getting deported so that he does not fill out his like so.
Abu Dhabi’s english language newspaper The National just covered the recent American Muslim Consumer Conference, drawing extensively on Michael Hastings-Black’s research and presentation.
On October 31st is the first annual American-Muslim Consumer Conference. The speakers and audience will be a mix of marketers, businesses and scholars, all there to discuss this overlooked $170 Billion consumer demographic.
One Hundred and Seventy Billion Dollars.
That’s a lot of spending power still overlooked by most agencies and F500 companies. At Desedo, we see opportunities in this market gap. So, MHB will be there and presenting some thoughts from his white paper American-Muslim Identity: Advertising, Mass Media + New Media.
Give a shout if you want to learn more.
MHB will be presenting his American-Muslim Consumer research at the Texas A&M Race and Ethnic Studies Institute conference on April 30th.
Huff Po’s Business Section has picked up on MHB’s perspective about the American-Muslim consumer space.
As Agency Spy teased last week, we’re working with LA-based Muslim Ad Network (MAN) to launch the first ever US advertising agency that will focus on the American-Muslim consumer demographic.
MAN has aggregated the Muslim new media space for ad placement, providing vertical access to +10 million page views each month. BFD? Well, yes. This is an ignored demo with $170 Billion of spending power. And in this recession, brands are aiming to engage ‘new’, niche consumers.
We’re now meeting with larger agencies to introduce them to this space, and we’ll keep you posted as the work comes out. Give a shout if you want to learn more.
Both Ad Age and Huffington Post published the below essay I wrote for the forthcoming book Project 100: Marketing in the Social Media Era.
The idea that online is ‘colorblind’ is now thankfully being replaced be a more intelligent discourse on the topic. No doubt, you can see more about it here at Desedo, cause it’s the world we live in.
Truth In Advertising? New Media + Multicultural
[T]he proliferation of media voices and sources enabled by the internet has allowed a more nuanced and less gangster voice of young black america to emerge, untempered by market concerns and sensationalism. Because of social media’s democratized communication tools, we are now seeing a more accurate depiction of black america. Mainly because that media is actually being created by, ahem, black people.
-Raafi Rivero, Black Nerds
The authorship space of social media has fostered a cross media rise of black skaters, black rockers, black gamers and a wildly successful new strain of nerdy hip-hop. (Kanye West, Gnarls Barkley, N.E.R.D., Cool Kids, etc…) These diverse depictions and distributions of black life run counter to what we often see in mass media.
And that’s one case study. Many other groups within America have used social media to this effect : GLBT, American-Muslims, Asian-Americans, etc… Increasingly more content is made + moved by these groups, counterbalancing the content about these groups as seen in mass media. Dialogue is supplanting monologue.
As a society, we are all richer for it.
So. What is the upside for marketers within this diversifying social media space? It is a chance to engage oft ignored multicultural markets. Money is still on the table. And in our current economic state, brands are seeking “new” consumer groups.
My thinking is this:
1) Except for humor, traditional advertising is a risk-adverse platform. When brands aim to reach multicultural markets, most opt to play it safe with the tropes that Blacks value ‘soul’, Latinos love ‘family’, Asians are ‘sedulous’, etc… >>
2) Using narrow clichés are not just an affront to millions of consumers ; they are missed market opportunities. While brands may intuitively understand that a black guy can love both Jay-Z and The Beatles, this multiplicity is rare within traditional advertising. Brands try to engage multicultural consumers using too few points of narrative and emotional entry. >>
3) Social media is where this engagement strategy can begin to change for the better. Why? Because social media is built upon the truth of multiplicity. As Raafi notes above, one person can now use this space to identify himself as: a gamer + a skater + black + a man + a music lover + a photographer + more. As brands understand this truth, they will rethink the narrow content used to engage multicultural consumers. And given the online ability to reach niches at low cost, brands can actually put to use their knowledge of multiplicity – beginning new conversations with those consumers who’ve too long been writ as simply a clatch of soul claps and sombreros.
