Tuesday, June 8, 2010

Black Is The New Green

Most people know that the annual African American buying power is nearly a trillion dollars. But do you know how much affluent African Americans spend each year? That would be $87 billion, according to the book Black is the New Green by Leonard E. Burnett Jr. and Andrea Hoffman.

The book encourages marketers to tap into this rich buying segment, and shows readers how to follow in the footsteps laid down by brands such as Gucci, HSBC, Sony Electronics, Aston Martin, and others.

Many marketers assume that there are not enough African Americans who take an affordable interest in luxury items, but this is not the case at all. Given the new economic reality of the early 21st Century, luxury’s traditional customer base has changed drastically. It used to be primarily White Americans, but now luxury appeals to a whole new audience of diverse consumers...and they are spending billions!

If you are in the business of selling luxury products or services (cars, fashion, jewelry, electronics, exotic vacations, etc), I highly recommend that you read this book. It's highly endorsed by national marketing publications and veteran industry executives, and one source describes it as "gold".

It's very current, being released in March 2010, and it has 224 pages of pure insight, knowledge and case studies. Published by Palgrave Macmillan, the book is available at all major book stores and online retailers.

For more details, visit:

1 comment:

  1. I am so glad that someone has recognized the fact the African Americans not only consume but also appreciate luxury. When I purchased my first Rolex watch, my friends said that I was stupid to spend that much money on a watch. I am glad that I am not a follower and listened to those who cannot comprehend or appreciate the finer things in life. Yes, African Americans purchase and enjoy luxury. (I am one of them). Thanks for sharing.