Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers
and a powerful subset within this group, Affluent African Americans. This significant group currently holds ＄87.3 billion in purchasing power (and growing) and clearly possess economic
clout is comprised of corporate businessmen and women, leaders of non-profit organizations, agency executives and politicians. These consumers are less conspicuous then urban, hip hop and
celebrity stereotypes and are compellingly more then one dimension references to hip hop and celebrity. In this book, the authors define the audience (through demographics and
psychographics), provide rich historical background for the rise of this community, and then compare the affluent African American market with the traditional affluent American market.
Together, this provides a comprehensive look at the rise of this market, detailed data about how this market consumes, and how business can target this untapped source of business.
