Guess What, America? There Is a Black Middle Class

No Virginia, not all minorities fit the archetypal stereotype. And I do NOT like to watch TeleMundo, either.

I am surprised to say that in a society that prides itself in being quiet cosmopolitan there is still quite a lot of antiquated social perceptions.

I look forward to the day when marketers just market their brand regardless of the person(s) rather than to a specific genome type or social standing.

Though we work in many industries, it's amazing how our experiences are the same. From the "How did you get your hair like that?" to the "You're not like the rest of them" statements, we have all been in situations that left us speechless.

Yes, this is unfortunate. However, it has pushed us to champion for diversity efforts. Hopefully these efforts, if even on a small scale, can open eyes. Who knows, one day I might be able to make it through a presentation without someone thinking, "Wow, she speaks so well!"

Respecting a person, means accepting them as they are, not wanting to change them, nor wanting to control them. Respect everyone; see people as they are not what we want them to be, or as the preconceptions we have of them.

The truth is that it will be a long time before people stop thinking like that. When I talk to people on the phone, they think I'm white and when they meet me, its kind of a shock. Don't let MTV or any other form of media fool you into thinking that America has become more understanding of each others' culture. I not trying to sound negative but that's the way it is.

As a mobile marketing tour manager I travel across the country and Blacks are never the target demographics yet, we are the strongest buying power (if my memory serves me correctly). Never have I done a tour were my team or I have had to enter a black neighborhood unless it was a 'black' product or event. Shame. Racism still exist and we are still discriminated against. Should we let that stop us, no. Do we need to continue that never ending conversation about race in the work place, no. All we can do if move forward and work (insert number here)x harder to be seen as equal. This is not always the case however, it is more than it should be.

And I have quit trying to tickle any brains as there are lot more brains that I am busy getting enriched from. I have often wondered if I should reply to such situations, but I have ALWAYS found myself smiling indulgently making the other swell with pride (of knowing all). Nope. Not worth it. Ignorance is bliss to some. So be it.

I would propose that The Black Middle Class doesn't matter to advertisers.

The reason they are being captured by these campaigns is that the Black Middle Class will do whatever they have to do to not be associated (publicly) with the newer version of the hip-hop culture.
The reason they are being captured by these campaigns is that a sizeable portion of the Black Middle Class will consciously and unconsciously dissociate itself with stereotypical blackness, especially the kind defined by the current hip hop culture. The Ralph Lauren suit guy will also be the dude who likes to flaunt that he can be a player in both worlds. Maybe it would be that he wouldn't want white people to catch him being Black.

The real money in multicultural advertising is in the hip-hop culture - more like hip-POP since the current music that drives the brand hip-hop is really just today's pop music, not the music of the storied hip-hop movement. Business knows this - that the advocacy and perpetuation of improper English, violence, illicit sexual themes, drugs and a song or two about "mama," and/or the war in Iraq/Afghanistan and how Bush is messin' over people equals advertising and sponsorship dollars. It is not changing any time soon. Look at Sesame Street. It is now infused with tattooed hip-hop artists and Muppets with pierced ears. If hip-hop is important enough to teach to young children, that should tell all of us, regardless of your POV, that the hip-hop culture is the Mammoth Car of the multicultural ad business.

It just seems like a real hard business case to make when you can catch these Black Middle Class fish in a general market barrel.

I am a recruiter and have led the recruiting functions of a couple of major ad agencies. I am also Black and the oldest of four boys. Three of us graduated from Texas A&M and the fourth had a successful
Naval career. When we get together a talk about serious issues, I don't recall telling any of them, or them telling me, "You need to get you some grown-man insurance." Who are the marketers targeting??? Not me or my brothers. But then again, with the poles between hip-Pop and other Black expression clearly being driven farther apart, maybe they don't have to talk to me. We should be tired of moneyed Black folk actually crying out to advertisers, "Hey, put me in your commercials." "Talk to my community!" ...when you already buy the stuff. If you want to be political, DON'T BUY THE STUFF.