Kenya Reynolds
CEO & Founder at Kay Reynolds Consulting
Website Address: www.kayreynoldsconsulting.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Kenya Reynolds from Kay Reynolds Consulting.
To learn more, check out www.kayreynoldsconsulting.com.
What is the biggest change in marketing that you see coming in the next 2 years?
More diversity. Companies are seeing first hand the importance of representation in media. It allows the consumer to connect with the product and the brand.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
I’d really like to focus our conversation on the importance of representation when it comes to media and how the lack thereof leads to a disconnect from BIPOC audiences.
We can also discuss the buying power of the black community.
The black community are the trend setters for food, beauty, fashion, media and more. Our influence will continue to grow as our buying power does – which is projected to reach $1.8T by 2024. If you look at just the buying power of the black community Nielsen is projecting a growth of 22% between 2020-2060.
But it is representation that drives these dollars. Over the past 2 years most especially the black community has started to shift their focus on supporting black businesses and places that value the black dollar.
Representation and diversity is the key for media and brands to attract this group. Gone is performative allyship.
