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Black culture influences culture around the world. According to Nielsen’s Report: "Black Girl Magic" and Brand Loyalty Is Propelling Total Black Buying Power Toward $1.5 Trillion by 2021.

Nielsen Report

Every brand should take the time to understand the psychology behind the Black Girl Magic demographic and read this report. There is a more comprehensive, science-based report about the psychology and behaviors of black women in Nielsen’s African American Women: Our Science, Her Magic

Nielsen Report: African-American Women: Our Science, Her Magic

Please check out my friend, Kalyn Johnson Chandler's company Effie's Paper. While Effie's Paper is well known for her Black Girl Magic products, her brand is inclusive and focuses on female empowerment, she’s got a great tagline: “We believe the future is female and is being fueled by Black Girl Magic!”

When black owned brand Shea Moisture was acquired by Dove, they launched a campaign #AllHairMatters. Dove may not have anticipated the upset a picture of White women in an authentic Black brand would cause. It took months to try to repair the damage from one poorly messaged campaign.

Amber Payne and Chandelis R. Duster, Shea Moisture Ad Falls Flat Under Backlash, NBC News

Many brands are worried about them “aging out” and have completely shifted away from marketing to them at all beyond 55. This could be a misstep for some brands where Boomers are still a clear fit and have the problems, will pay to solve them, and have the discretionary income to do so.

Forget Millennials. 7 Reasons Why Baby Boomers Are the Ideal Target Market, QuickSprout

According to Harvard Business School professor Gerald Zaltman says that 95% of purchasing decisions happen with the subconscious mind.

Manda Mahoney, The Subconscious Mind of the Consumer (And How To Reach It), Harvard Business School

In Zaltman’s latest book, “How Customers Think: Essential Insights into the Mind of the Market,” he delves into the subconscious mind of the consumer—the place where most purchasing decisions are made.

Gerald Zaltman, How Customers Think: Essential Insights into the Mind of the Market

If your brand decides to shift from an older demographic to a younger demographic, like Millennials, then you must begin to understand how EQ, emotion, and psychology affects your connection with Millennials and future generations. Millennials would prefer to interact with brands that have a certain level of emotional quotient. Emotional Quotient is defined as the ability to recognize and respond to their emotional state.

Adobe/Invoca Study, Emotions Win: What Customers Expect in the Age of AI, Open full report (no opt-in)

At REI, the outdoor recreational equipment retailer, every decision, including which products to sell, are based on the customer buying journey. Everything focuses on the moment to moment journey with their brand and the specific needs to be met in that moment. 

National Retail Federation, REI's Brad Brown on mapping customer journey