Looking Into Her Shopping Cart

Author: Annette Malave, SVP/Insights, RAB

Women make up most of the U.S. population – and they control $15 trillion in spending. They hold incredible influence in household purchase decisions – 75% to 80%. Marketing to women is an important element to the success of brands – but it’s not as simple as making things pink.

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Celebrating the Black Consumer

Author: Annette Malave, SVP/Insights, RAB

February is Black History Month, also known as African American Month. It celebrates and recognizes the roles that African Americans have played in shaping U.S. history. Originally established as Black History Week by American historian Carter G. Woodson, it was expanded to a month-long celebration in 1976.

As consumers, African Americans have a buying power of $1.3 trillion and are 47.8 million strong. They are socially active – as end-users as well as influencers. They also spend more time with media across devices – specifically radio, than the U.S. population in general.

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