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Let Me Explain Black, Again: Exploring Blind Spots and Black Insights for Marketing & Understanding Black Culture and Perspectives
Black Insights for Marketing and Understanding Black Culture & the Perspectives of Black People in America today With over twenty-five years of experience as a market researcher and Black American subject-matter expert, Pepper Miller shares foundational insights about Black culture—delving into the back stories and sharing marketing and market research examples to help readers understand the importance of language, beliefs, and behaviors related to Black culture. In this book Pepper explores and SEVEN Blind Spots that prevent business leaders from “Getting” the real perspective of their Black employees, customers, and the potential of audiences they are not currently serving. FIVE Shape-Shifting segments within the Black population, including Black immigrants and LGBTQ+ individuals, and how each of the five groups is unapologetically different from mainstream, and also different from each other, in meaningful ways. Throughout the book dozens of well-known celebrities, leaders and individual cultural shapeshifters are recognized for their impressive contributions to society at large. More than FIVE important sectors indicating that America today is NOT post-racial, education, health and healthcare, housing, wealth & financial services, and the justice system itself. Eye-popping Statistics contradicting many commonly held stereotypes, assumptions, and beliefs. After presenting “issues” that still need to be addressed, the remainder of the book explores opportunities for a better future—what real inclusion, equality, and celebration look like. Taking readers closer to the heart and soul of Black culture Pepper addresses Black Identity and language; the authentic realism of Black cyberspace; the importance of the Black church ; connecting to the community in positive ways with Black media , grassroots events, authenticity, and inclusive market research; and so much more. Upon completing this journey with Pepper, readers should have a clear understanding of “the why” about Black America and the value of aligning with and investing in this distinctive and rising sector of American people.
272 pages, Paperback
Published April 17, 2023
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May 11, 2023
I wrote this review on another website, but the more I thought about it, the more I figured out how I feel about the text: Pepper Miller seems to break Black consumerism (and culture) down into a science. This is why I think there should even be a volume 2 or something because the book gives a lot, but it could definitely be expounded upon. There's so much here to explore! I high recommend!
Original review: I really enjoyed this book. Compared to the previous ones, which were good yet data heavy, this one gives us some context and storytelling which I think could be argued, is missing from the market and research community conversation. It's written like she's speaking to you. I loved the Black Affirmations and the "Cultural Shapeshifters" are interesting as well. I want to learn more.
Original review: I really enjoyed this book. Compared to the previous ones, which were good yet data heavy, this one gives us some context and storytelling which I think could be argued, is missing from the market and research community conversation. It's written like she's speaking to you. I loved the Black Affirmations and the "Cultural Shapeshifters" are interesting as well. I want to learn more.
Displaying 1 of 1 review