Wednesday, April 29, 2009

Marketers: U.S. Africans Differ Greatly From African Americans

New study by New American Dimensions and the African Chamber of Commerce finds that many African immigrants living in the U.S. maintain their cultural traditions.

Marketers beware – not all black-skinned consumers living in the U.S. fall into the demographic segment commonly referred to as African American. African immigrants are a separate and unique group that is growing in number in the U.S. These consumers maintain connections to their friends and family in their native countries as well as maintain ties to native traditions, including food, music, and entertainment.

These insights come from an exciting new comprehensive study by Los Angeles-based multicultural research firm New American Dimensions in conjunction with The African Chamber of Commerce, Dr. Bruce Corrie and Aguilar Productions. From multiple focus groups in Los Angeles, New York City and Minneapolis to a quantitative survey of 393 African immigrant adults, this study captures unique insights into the daily lives and thoughts of this highly educated and successful group. The study is supplemented by a video snapshot of Africans to personify the findings from the research and bring them to life.

Highlights of the study, which are available at www.newamericandimensions.com include:

* African immigrants are ambitious and hard working. Many told stories of extreme challenges met during their immigration process, whether fueled by discrimination, financial crises, or social alienation. These respondents work hard to achieve their goals and will not stop until they’ve reached their definitions of success.

* Success is often described in meaningful, far-reaching terms. African respondents emphasized the need to give back to their community. Most send money to relatives back home on a regular basis, but when talking about success, they mean giving on a larger scale, more often in terms of the community-at-large.

* Half of the respondents say that Africans are completely different from African-Americans or Blacks. In fact, only a few disagree with this assessment, which indicates that most respondents feel separate from, and uniquely different from Blacks. And, few claim that they experience racism, another phenomenon that differentiates them from Blacks.

* Many surround themselves with diverse and primarily international friendships. Living in international, diverse cities also helps avoid any blatant discrimination. In fact, media consumption reflects this international attitude.

* Respondents voiced absolute commitment to their families and children and noted that this was a top African value. Some fault the way Americans and African Americans, in particular, allow their families to break up. Discipline is seen as part of the family focus, and parents are keen on very strict disciplines, differentiating themselves from American parents through this belief.

* Many respondents immigrated for education in the US. And they continue to prioritize it, whether that means returning to school for advanced degrees, financing their wives’ college educations, or enforcing it as a priority for their children.

* Respondents expressed disappointment with the portrayal of Africans in the media. They are looking for depictions of real people, not tribesmen, AIDS sufferers, militants, or those starving and poor. Respondents believe there is another story to their homeland that people do not hear, and unless people have that exposure, stereotypes will continue to be the only reference available to Americans.

“There are over 1.4 million Africans living in the U.S. and these consumers possess very high educational attainment and incomes. Additionally, this is a segment with a powerful sense of identity and pride in being African”, said David Morse, President and CEO of New American Dimensions, a firm which provides customized multicultural consumer research.

2 comments:

  1. Mr. Lee this is great information. Thanks

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  2. I know this to be very true due to my friends, business partners and associates who are NOT African Americans as we know it. Good stuff!

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