Study: Many blacks boycott sponsors when offended by programming

(July 16, 2007) A new NiaPulse research report indicates that racial stereotypes and language in media programming or content have had a direct negative impact on the buying habits of most black consumers.

"Over half of those surveyed said they have boycotted a product to let a company know that a show it sponsored was offensive," said Cheryl Mayberry McKissack, who is president and CEO of Nia Enterprises, LLC in Chicago.  "Sponsors of programming or content using controversial racial stereotypes and language are taking a real risk with black consumers -- especially those consumers who are middle class or affluent. The higher the income, the more likely they are to view racially offensive images or words in the media--such as those uttered by Don Imus--as reflecting upon the sponsors."

Results from "Controversial Talk and the Black Consumer" study were unveiled by Mayberry McKissack at the Black Consumer Research and Advertising Summit  in Chicago on July 3. Based on a June 2007 NiaPulse survey of 606 black men and women, it is the first study of its kind to explore how controversial racial stereotypes and language affect black consumers' buying habits.

Among other questions, survey participants were asked how they felt about companies that sponsor programming using variations of the n-word or the word "nappy." Seventy-one percent said such programming affects their opinion of sponsors in a negative way; 25% said it doesn't affect their opinion; and the rest said it affects their opinion in a positive way.

Boycotting is the most popular method used by blacks to let a company know that a show it sponsors is offensive to them. "Rather than voice their opinions, they are more likely to simply stop buying or watching," explained Mayberry McKissack. Fifty-nine percent of respondents said they had boycotted a show and 56% said they had boycotted a company's products. Higher-income respondents were more likely to report boycotting a product. Fifty-nine percent of respondents with annual incomes of $25,000 and above said they have boycotted a product, compared with 38% of respondents with incomes under $25,000 a year. 

Forty-six percent of respondents said they had reacted to offensive programming by signing a petition; 33% said they had written a letter of complaint; and 18% said they had joined in a public protest. "Of course, we've always encouraged consumers to also let companies know what they think by writing, emailing, or calling," said Mayberry McKissack.

Another reason that black consumers stop buying a company's products is because they have heard of a racial discrimination complaint against it. Fifty-five percent said they had stopped buying a product because of a racial discrimination against, and among the companies cited were Denny's, Cracker Barrel, and Tommy Hilfiger (which was subject to an unfounded Internet rumor about discriminatory remarks by its founder). "Companies in this position should pay close attention to the messages they are sending black consumers," said Mayberry McKissack.

Results of the "Controversial Talk" survey were based on responses by 305 black women and 301 black men. The survey was conducted by the NiaPulse research service (www.niapulse.com), which includes an online panel reaching over 175,000 multicultural household members.

For more information on survey results or how to obtain a custom presentation, please contact Sheryl Huggins, vice president of information services, at 312-222-0943 or press@niaenterprises.com.


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