Dari kiri ke kanan: Cheryl Pearson-McNeil, wakil presiden senior U.S. Strategic Community Alliances and Consumer Engagement di Nielsen; Dawnie Walton, wakil redaktur pelaksana di Majalah Essence; Lauren Wilson, redaktur fitur di Essence.
Di Nielsen, inklusi budaya merupakan sebuah keharusan bisnis, dan tanggapan klien dan industri terhadap laporan Diverse Insights kami semakin membuktikan betapa besar peluang yang ada dalam memahami kebutuhan komunitas yang beragam. Pada bulan Februari ini, kami mengadakan #PowerLunch Twitter Chat dengan majalah ESSENCE di kantor pusat kami di New York. Lebih dari 300 peserta online dari dalam dan luar Amerika Serikat berpartisipasi, dan menghasilkan lebih dari 10 juta penayangan di media sosial.
Dawnie Walton, wakil redaktur pelaksana di ESSENCE dan Cheryl Pearson-McNeil, wakil presiden senior Nielsen untuk Aliansi Komunitas Strategis dan Keterlibatan Konsumen di AS, membahas pengaruh Afrika-Amerika, kebiasaan konsumsi, dan estimasi daya beli mereka yang mencapai $1,1 triliun.
Attendees included employees from Nielsen and ESSENCE, members of Nielsenโs African-American Advisory Council and journalists from 14 media outlets, such as Black Enterprise, Black Press of America dan NBC Black. The chat included insights from the recent African-American consumer report, which we collaborated with ESSENCE to produce, and was fueled by questions directly from consumers on Twitter using the #PowerLunch and #ConsciousConsumer hashtags.
This was the first in a series of #PowerLunch Twitter Chats that we will host around our series of Diverse Insights reports. Previous reports in this series have included: The Multicultural Edge: Rising Super Consumers, Significant, Sophisticated And Savvy: The Asian American Consumer, and The Latina Power Shift.
Nielsenโs U.S. Community Alliances and Consumer Engagement group also produced four video vignettes for the Nielsen Knows YouTube channel for a series called โThe Conversation.โ The videos feature four African-American Millennial consumers discussing the importance of their ethnic heritage, being represented in advertisements and supporting businesses in their communities. The vignettes were shared with media and throughout the digital community via Nielsenโs multicultural social media platforms, resulting in almost 1,000 views.
