尽管美国原住民受 COVID-19 的影响尤为严重，而且是美国人口最少的族裔之一，但他们今年在提高媒体、公共政策和社区中的话语权方面取得了一些重大进展。
本月，在我们庆祝美国原住民传统以及美国印第安人和阿拉斯加原住民不断做出的贡献之际，我们来看看美国原住民在哪些地方发挥着更大的影响力、他们关心什么以及营销人员如何才能更好地与这一人群建立联系。
Politically active and well-informed, younger Native Americans ages 18-34 increased their news consumption in 2020 by 41% compared to last year. Using smartphones and social media, they harnessed the power of hashtags like #ChangeTheName, #NativeTikTok, #MMIW and #SomethingElse to advocate for greater visibility of their diverse cultures and accurate portrayals in media. Activists like 30-year-old Allie Young helped bring indigenous Navajo people to polls in record numbers with her “Ride to the Polls” initiative. As a result, six indigenous people will be joining Congress next term. And where indigenous people have a stronger-than-average influence, such as in Arizona, they had the power to sway the electoral vote.
“This rise in indigenous people’s political power and presence in the media is important for marketers and other non-politicians to tune into. The conversation around racial injustice, which kicked off with George Floyd and Breonna Taylor, has expanded to other ethnic groups like Native Americans who have also long faced discrimination and other injustices. Companies, brands, and politicians alike will continue to be called upon to take action,” said Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen Media. “In future elections, both presidential and local, we can expect to see Native Americans play a larger role in influencing the electorate in much the same way Hispanic, Black and Asian voters have in their communities. The question is, how can media be more inclusive of Native Americans to bring the stories of their communities to the forefront?”
“The question is, how can media be more inclusive of Native Americans, to bring the stories of their communities to the forefront?”CHARLENE POLITE CORLEY, VP OF DIVERSE INSIGHTS & PARTNERSHIPS AT NIELSEN MEDIA
随着营销人员在节日期间加大信息宣传力度并开始策划 2021 年的营销活动，重要的是要牢记美国原住民日益增长的影响力、他们面临的挑战和最关心的问题，如医疗保健和气候变化。幸运的是，将原住民文化纳入媒体是一个广为接受的理念。根据 "IllumiNative 重拾原住民真相项目"（RNT），近三分之二的美国人有兴趣了解更多原住民文化，并希望在娱乐节目中更多地融入原住民元素。
