Multicultural Marketing News

With African Diaspora Month (formerly Black History Month) in full swing, scores of multicultural marketers are recognizing the 50 million people of African origin living in America and their estimated purchasing power of over $1.2 trillion. Wait.  Didn't you get the memo?  Fact is, immigrant populations from Africa and the Caribbean coupled with U.S.-born African Americans, make up the African Diaspora and while often viewed as distinct and unrelated target markets, they have much in common - music, food, culture, values and most importantly, heritage.  At The Africa Channel, we see the appeal of our African soap operas, like Jacob's Cross; our popularity in the Caribbean; and the record numbers of people who are tracing their ancestral roots back to Africa through DNA testing, as the signs that an African Diaspora movement is alive and well.  Last year, the United Nations declared 2011 the International Year for People of African Descent and made official this movement that has been building for decades.  To date, no corporate champion for this movement has emerged.  African Diaspora Month anyone? Mark Walton (mwalton@theafricachannel.com; 212-899-5017) is Executive Vice President for Sponsorship and Corporate Development at The Africa Channel. Visit www.theafricachannel.com.