Black Men in the Spotlight with a New Light

Swagger like us!

Swag…the epitome of cool, professional, and focused, a description of a sub-group of young black men (18-30) who are the minority in a society of majority that highlights gangsta rap, “down with the homies”, disadvantaged black males in the mass media. This new group of young black professionals is changing the way we see, interact, and most importantly how we speak to black men in the media.

Young Black men with swag are online, educated and networking:

• According to 2007 Black America Survey, this sub-group falls into the “Black Onliners” who are mostly male (70%) and are utilizing the Internet in multiple facets (ex. YouTube, email, social networking, black websites, and music websites).
• These Onliners are also heavily engaged in black media (TV and Internet) and 1/3 admit to seeing something they really like and purchasing regardless of cost).
• Most Black Onliners are networking with other professional Black males, and their closest friends are Black.
• Additionally, the percentage of African-American men in post-secondary education has increased significantly in comparison to the overall US population.
• In fact, according to recent (2007) figures from the U.S. Department of Justice, among 18-24 year olds, more young Black men are enrolled in college (and live either on campus or elsewhere) than are incarcerated.

Additionally, according to a recent Essence Magazine study of Black men, since the Presidency of Barack Obama, more Black men are optimistic….

• 87% think they can now attain the American Dream,
• 67% believe themselves and African – American boys behind them have a better chance at academic success, and
• 44% have seen more African – American men spending time with their children.

…yet many are still concerned about the quality of their lives:

• 88% also believe Black men have not been portrayed more fairly in the media since the election
• Only 9% think racial profiling of Black men has declined since the election.

To the marketing guru’s, professionals, and everything in between, the bottom line is this: He’s young, educated, innovative, online, growing in population, and marketable!

• Speak to him on the websites he frequents and professional organizations he is apart of.
• Show him in the manner that most want others to see him: confident, strong, cool and caring.

Researched and Prepared by: Ashley Jackson