Spirit GuidesSpirit Guides

A Segmentation of the Black Church

A Segmentation of the Black Church

F O O T S T E P S

Religion and African America

Religion and African America

Survey after survey notes the high level of religiosity expressed by African Americans

Because the Black Church has been and remains such an important influence on AA life, various brands, services and causes have tried to market to African Americans through the Black Church

Survey after survey notes the high level of religiosity expressed by African Americans

Because the Black Church has been and remains such an important influence on AA life, various brands, services and causes have tried to market to African Americans through the Black Church

F O O T S T E P S

But there is no single Black Church

But there is no single Black Church

Just as with African Americans in general there are a number of aspects to what is referred to as the Black ChurchEach has its own emphasis and orientation

Just as with African Americans in general there are a number of aspects to what is referred to as the Black ChurchEach has its own emphasis and orientation

F O O T S T E P S

Marketing to the Black Church

Marketing to the Black Church

Rather than brands, services and causes treating the Black Church as monolithic, more appropriately these marketers should match their message with those most likely to receive it • Using this approach, it may be fruitful to think of the Black Church as a type of medium and to distinguish among its various channels

• But first let’s explore some African American religious demographics

Rather than brands, services and causes treating the Black Church as monolithic, more appropriately these marketers should match their message with those most likely to receive it • Using this approach, it may be fruitful to think of the Black Church as a type of medium and to distinguish among its various channels

• But first let’s explore some African American religious demographics

F O O T S T E P S

AA Religious ContextAA Religious Context

F O O T S T E P S

Religious Composition:AA compared to total USReligious Composition:AA compared to total US

US Total Pop %• Evangelical Protestant: 26%

• Catholic: 24%• Mainline Protestant: 18%

• Historically Black Protestant:

7%• Unaffiliated 16%

US Total Pop %• Evangelical Protestant: 26%

• Catholic: 24%• Mainline Protestant: 18%

• Historically Black Protestant:

7%• Unaffiliated 16%

African American Index

• Evangelical Protestant: 58

• Catholic: 21• Mainline

Protestant: 22

• Historically Black Protestant:

842• Unaffiliated

75

African American Index

• Evangelical Protestant: 58

• Catholic: 21• Mainline

Protestant: 22

• Historically Black Protestant:

842• Unaffiliated

75

F O O T S T E P S

% Breakdown for Historically Black Churches

% Breakdown for Historically Black Churches

Historically Black Churches59%

Baptist 40%Methodist 5%Pentecostal 6%Other 8%

Historically Black Churches59%

Baptist 40%Methodist 5%Pentecostal 6%Other 8%

F O O T S T E P S

AA Data SkewsAA Data Skews

AA men are more like to be unaffiliated church members compared to AA women (16% vs. 9%)

Younger AA’s are more likely than older AA’s to be unaffiliated (19% vs. 7%)

AA college grads (compared to total AA’s) are more likely to be members of mainline Protestant churches (9% vs. 4%)

More Southern AA’s are members of historically black churches (64%) and more Western AA’s tend to be Catholic (11%)

AA men are more like to be unaffiliated church members compared to AA women (16% vs. 9%)

Younger AA’s are more likely than older AA’s to be unaffiliated (19% vs. 7%)

AA college grads (compared to total AA’s) are more likely to be members of mainline Protestant churches (9% vs. 4%)

More Southern AA’s are members of historically black churches (64%) and more Western AA’s tend to be Catholic (11%)

F O O T S T E P S

Historical Perspective:The Form of AA worshipHistorical Perspective:The Form of AA worship

1800’s/early 1900’s: AA’s went to black Baptist churches in the South and mainline Protestant and Baptist churches in the North

The Great Migration--1920’s/1960’s: AA’s created Storefront churches in the Northeast/Midwest which were often non-denomination/Pentecostal

The Return to the South--1970’s to now: The birth of African American neo-Pentecostalism -- the decline of mainstream church attendance and the rise of the mega church

1800’s/early 1900’s: AA’s went to black Baptist churches in the South and mainline Protestant and Baptist churches in the North

The Great Migration--1920’s/1960’s: AA’s created Storefront churches in the Northeast/Midwest which were often non-denomination/Pentecostal

The Return to the South--1970’s to now: The birth of African American neo-Pentecostalism -- the decline of mainstream church attendance and the rise of the mega church

F O O T S T E P S

Segmenting the Black Church

Segmenting the Black Church

While African Americans are members of every religious denomination in this country, what may be more distinguishing than denomination for the purposes of developing marketing targets is the form of how they worship

While African Americans are members of every religious denomination in this country, what may be more distinguishing than denomination for the purposes of developing marketing targets is the form of how they worship

F O O T S T E P S

Spirit Guides: Mega Churches Traditional

Black Churches Storefront

Churches

Spirit Guides: Mega Churches Traditional

Black Churches Storefront

Churches

F O O T S T E P S

Traditional Black Churches: Saving the Race

Traditional Black Churches: Saving the Race

F O O T S T E P S

Traditional Black Churches

Traditional Black Churches

Traditional black churches have long been associated with a theology of upliftFrom the beginning, during Abolitionist times and through the Civil Rights era, this church has had a social activist missionThis church has preached a gospel of group progress through the spirit

Traditional black churches have long been associated with a theology of upliftFrom the beginning, during Abolitionist times and through the Civil Rights era, this church has had a social activist missionThis church has preached a gospel of group progress through the spirit

F O O T S T E P S

Storefront Churches: Nurturing Connections

Storefront Churches: Nurturing Connections

F O O T S T E P S

Storefront ChurchesStorefront Churches

These churches are an urban North phenomenaThey were started by Southern migrants who were looking for a more homey and familial kind of worship, much like what they had back homeThis church tended to be more interested in feeling and expressing the spirit and nurturing shared communal and familial ties rather than in uplifting the race

These churches are an urban North phenomenaThey were started by Southern migrants who were looking for a more homey and familial kind of worship, much like what they had back homeThis church tended to be more interested in feeling and expressing the spirit and nurturing shared communal and familial ties rather than in uplifting the race

F O O T S T E P S

Mega Churches: Personal UpliftMega Churches: Personal Uplift

F O O T S T E P S

Mega ChurchesMega Churches

In part, as a reaction to the 1960’s/ 1970’s emphasis on a social activist agenda, African American neo-Pentecostalism struck a chord among some who felt that their individual spiritual development needed more nurturingWhile Mega Churches are said to be those with over 2,000 parishioners, a growing number of smaller churches are following in their spiritual pathSome disciples of Mega Church ministersSome currently growing into Mega Church status

In part, as a reaction to the 1960’s/ 1970’s emphasis on a social activist agenda, African American neo-Pentecostalism struck a chord among some who felt that their individual spiritual development needed more nurturingWhile Mega Churches are said to be those with over 2,000 parishioners, a growing number of smaller churches are following in their spiritual pathSome disciples of Mega Church ministersSome currently growing into Mega Church status

F O O T S T E P S

Neo-PentecostalismNeo-Pentecostalism

A mix of spirit-filled worship and a philosophy of black empowerment through personal efforts

In the past two decades, over 1/3 of mainline black churches (Baptist and Methodist) have embraced neo-Pentecostalism and nearly all AA mega churches have as well

A mix of spirit-filled worship and a philosophy of black empowerment through personal efforts

In the past two decades, over 1/3 of mainline black churches (Baptist and Methodist) have embraced neo-Pentecostalism and nearly all AA mega churches have as well

F O O T S T E P S

A difference in emphasis

A difference in emphasis

Social Activist Minister wants to…Transform the system to help raise up the race

Their churches tend to be more liberal

Neo-Pentecostalism Minister wants to…Transform the person so that they might rise up

Their churches tend to lean conservatively

Store-front Minister wants to…Nurture their families so that they survive in a hostile environmentTheir churches tend to be more apolitical

Social Activist Minister wants to…Transform the system to help raise up the race

Their churches tend to be more liberal

Neo-Pentecostalism Minister wants to…Transform the person so that they might rise up

Their churches tend to lean conservatively

Store-front Minister wants to…Nurture their families so that they survive in a hostile environmentTheir churches tend to be more apolitical

F O O T S T E P S

Summary PerspectiveSummary Perspective

This three-part church segmentation provides a classic African American profile that frames the double consciousness reality of African Americans worshipers and their church The Mindsets are real and a true descriptions of the psychology of African Americans

But for marketing purposes the Church form needs to be dimensionalized and placed in context so that their relevancy to brands, services, and causes can be unearthed

This three-part church segmentation provides a classic African American profile that frames the double consciousness reality of African Americans worshipers and their church The Mindsets are real and a true descriptions of the psychology of African Americans

But for marketing purposes the Church form needs to be dimensionalized and placed in context so that their relevancy to brands, services, and causes can be unearthed

F O O T S T E P S

What is…What is…

Double ConsciousnessW.E.B. DuBois: African American Sociologist/Philosopher (co-founder of the NAACP)African Americans understand that we are seen as group members in America but amongst ourselves we are judged as individuals

This creates identity issues to be reconciled

Double ConsciousnessW.E.B. DuBois: African American Sociologist/Philosopher (co-founder of the NAACP)African Americans understand that we are seen as group members in America but amongst ourselves we are judged as individuals

This creates identity issues to be reconciled

F O O T S T E P S

Reconciling the conflict

Reconciling the conflict

Double consciousness may seem to be a duality but in real life the range of responses (or better said: reconciliations) often plays itself out in a 3-part perspective

much like Hegel’s thesis, antithesis, synthesis

Here we refer to the segmentation of the Black Church as the Trinity Consciousness

Double consciousness may seem to be a duality but in real life the range of responses (or better said: reconciliations) often plays itself out in a 3-part perspective

much like Hegel’s thesis, antithesis, synthesis

Here we refer to the segmentation of the Black Church as the Trinity Consciousness

F O O T S T E P S

The Trinity ConsciousnessThe Trinity

Consciousness

F O O T S T E P S

Storefront Churches Storefront Churches

Be around those who will identify with your common plight and provide a like-minded support group for your survival, growth, and development Live insularly within the black

community

Be around those who will identify with your common plight and provide a like-minded support group for your survival, growth, and development Live insularly within the black

community

F O O T S T E P S

Traditional Black Churches Traditional Black Churches

Prove oneself in terms of life-long opportunities by providing a support group by which to allow you to extend your talents and dreams Achievers who engage with the

general market and accept the struggle with its frustrations and rewards

Prove oneself in terms of life-long opportunities by providing a support group by which to allow you to extend your talents and dreams Achievers who engage with the

general market and accept the struggle with its frustrations and rewards

F O O T S T E P S

Mega Churches Mega Churches

Turn to one’s community for one’s emotional relevancy while embracing the search outward for new opportunities in the general market’s community to explore talents Individually-oriented and community-

focused, directly connected to the ways of the bible, blend of emotional and mental pathways

Turn to one’s community for one’s emotional relevancy while embracing the search outward for new opportunities in the general market’s community to explore talents Individually-oriented and community-

focused, directly connected to the ways of the bible, blend of emotional and mental pathways

F O O T S T E P S

Church Resolution of DC

Storefront Focusing inward

Traditional Extending out

Mega Living in and out

Church Resolution of DC

Storefront Focusing inward

Traditional Extending out

Mega Living in and out

F O O T S T E P S

Marketing to the Trinity Consciousness

Marketing to the Trinity Consciousness

F O O T S T E P S

Traditional Black Churches: Badge Products

Traditional Black Churches: Badge Products

F O O T S T E P S

Badge ProductsBadge Products

Those drawn to Traditional Black Churches are likely to be drawn towards products and services that affirm who they are and their place in society

Those drawn to Traditional Black Churches are likely to be drawn towards products and services that affirm who they are and their place in society

F O O T S T E P S

Storefront Churches: Staple Products

Storefront Churches: Staple Products

F O O T S T E P S

Staple ProductsStaple Products

Patrons of Storefront Churches are likely to be attractive to products and services that are home-oriented: anything that has to do with nurturing the family and taking care of their basic needs

Patrons of Storefront Churches are likely to be attractive to products and services that are home-oriented: anything that has to do with nurturing the family and taking care of their basic needs

F O O T S T E P S

Mega Churches: Products for the Spirit

Mega Churches: Products for the Spirit

F O O T S T E P S

Products for the Spirit

Products for the Spirit

Those who attend a Mega Church are ripe candidates for products/services that make their spirit feel better and provide them with a sense of uplift and personal elevation

Those who attend a Mega Church are ripe candidates for products/services that make their spirit feel better and provide them with a sense of uplift and personal elevation

F O O T S T E P S

Spirit GuidesSpirit Guides

Church Resolution of DC Categories TC

Storefront Focusing inward StapleAffiliation

Traditional Extending out BadgeAffirmation

Mega Living in and out SpiritElevation

Church Resolution of DC Categories TC

Storefront Focusing inward StapleAffiliation

Traditional Extending out BadgeAffirmation

Mega Living in and out SpiritElevation

F O O T S T E P S

Products and Approaches

Products and Approaches

By applying the Trinity Consciousness the same product/service can be approached appropriately amongst all by tailoring the message to a church’s unique atmosphericsTraditional Black Churches: Affirmation

Storefront Churches: AffiliationMega Churches: Elevation

By applying the Trinity Consciousness the same product/service can be approached appropriately amongst all by tailoring the message to a church’s unique atmosphericsTraditional Black Churches: Affirmation

Storefront Churches: AffiliationMega Churches: Elevation