Public Relations Tactics

Why #BlackGirlMagic Is More Relevant Than Ever

December 1, 2017

The evidence is real. #BlackGirlMagic isn’t just a trending hashtag or catchphrase; it’s a real-time, quantifiable illustration of how the consumer preferences and brand affinities of African-American women are resonating across the United States.

According to “African-American Women: Our Science, Her Magic,” a new report by Nielsen, African-American women are driving total Black spending power toward a record $1.5 trillion by 2021. Insights reveal that we have enjoyed steady growth in population, incomes and educational attainment. As consumers, this rise in influence and buying power is a result of our increased success in business and our careers.

But, another statistic is much less impressive: The Bureau of Labor Statistics (2016) reported that below 4 percent of women employed in public relations are African American. (Overall, women make up about 70 percent of the profession.) With all of our magical abilities to drive product categories and shift culture as trendsetters, brand loyalists and early adopters, there’s no reason more of us shouldn’t be leading brands and agencies as decision-makers. We are here, and have been here for decades, but the gap in management, representation and compensation for African-American women leaders in public relations must lessen, as we’ve further proven our power and influence.

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