March192015

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March 19 - 25, 2015

VOL. 64, No. 10 “I always knew that I could do it.” – Dr. Maisha T. Robinson, former Memphian

www.tsdmemphis.com

Make way for the

Multicultural ‘Super Consumer’ Nielsen trailblazer report

Encouraging a new breed of African-American doctors by Kalimah Abioto Special to The New Tri-State Defender

Coming from a city where having a black doctor seemed the norm, I couldn’t understand why I wasn’t seeing black medical doctors, nurses, naturopaths and health workers. All four of my sisters, including myself, went to Dr. Williams Neal, an African woman pediatrician from babies on up into our young adult years. I didn’t understand how rare this was until I moved from my hometown of Memphis to Portland, Ore. in 2010. Shortly after our exodus from the south, my family and I opened a raw and vegan food restaurant in Portland. As I became more interested in food as a tool for healing and growth so too did my inSt. Jude salutes terest in African-American f i n d i n g ‘postdocs.’ estabSee Community, l i s h e d black Page 13 health care providers. Portland, for all its wonder: a city of creative incubators, small businesses, naked bike rides, forests and ice cream shops is still wanting of ing black and brown communities. Yet, the lack of black health and healing providers, not to mention black businesses, is not unique to Portland. Less than four percent of doctors in the United States are of African-American descent, and the number is on the decline for both men and women. Black doctors (medical doctors, midwives, naturopaths, therapists…), children who want to be black doctors, mentors on the front lines ready for these young people and a community encouraging and expecting to receive them are all greatly needed. After four years in Portland, I decided I needed to leave the city to connect with this population. Starting out in Inglewood, Calif. I was introduced to fellow Memphian Maisha Robinson, an African-American neurologist, palliative medicine physician and teaching fellow at UCLA. I felt as though I had come upon a treasure trove when we met. After having been starved of a particular black set of people in Portland the experience was exciting for me. She was young, successful, a fellow Memphian and a doctor. As we sat down for tea, Robinson shared with her story of how mentor-

the most dynamic and fasting growing segment of the U.S. consumer economy. “The Multicultural Edge: Rising Super Consumers report builds on Nielsen’s previous series of reports on the attitudes and spending behaviors of African-American, Asian American and Hispanic consumers,” says Monica Gil, senior vice president and general manager of Multicultural Growth and Strategy, Nielsen. multicultural consumers on the behavior of non-multicultural shoppers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity, which may be the key to the future.” “Super Consumers,” which refer to the top 10 percent of households who drive at least 30 percent of sales, 40 percent of growth and 50 percent of -

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Multicultural consumers are younger, in their prime and already make up 38 percent of the U.S. population. Expected to become the nu-

SEE MULTICULTURAL ON PAGE 3

by Wiley Henry whenry@tsdmemphis.com

Judith Kerr Patterson – say family and friends – was a blend of many and varied things and traits that spoke to her essence and inpeople. She was a dotJudith Kerr ing mother and grandmother, piaPatterson nist, poet, mentor, world traveler, avid church worker, decorated teacher, and an instructional supervisor for the legacy Memphis City Schools, where she retired in 2011 after 36 years of service. Mrs. Patterson was also married to the late Bishop J.O. Patterson Jr., who served as chairman of the international Church of God in Christ’s General Assembly and became the mayor of Memphis when he stepped in as interim in 1982. Mrs. Patterson died March 11 following a short illness. She was 63. Sisters Linda Kerr Adkins and Brenda Kerr Johnson fought off grief to express their loss, what their “big sister” meant to them, and to place in context her enduring legacy. The trio had been inseparable until Mrs. Pat-

MEMPHIS WEEKEND SATURDAY

The new mainstream

says Presiding Bishop Charles E. Blake Sr.

SEE NEW BREED ON PAGE 3

FRIDAY

derstanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends.

Multicultural consumers comprise a disproportionate share of many categories, such as dairy, baby food and diapers, laundry supplies and detergents, school supplies and other family goods. Of 126 grocery store categories reviewed, 45 categories (36 percent) over-index in total rate of spending for all multicultural consumers compared to non-multiculturals. The report says such attitudes and behaviors demonstrate cultural and behavioral traits unique to the various ethnicities. icans are more likely to eat organic foods (29 percent). Cultural identity is very important to African Americans (78 percent) and Hispanics (71 percent), and social causes are particularly meaningful to Hispanics (43 percent). Multicultural “Super

LEGACY: Judith Kerr Patterson

SEE PATTERSON ON PAGE 2

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merical majority by 2044, 21 of the top 25 most-populated counties in the United States are already more than 50 percent multicultural. Knowing the cultural appeal of a brand is critical to marketers, as multicultural populations can vary widely even within metro areas. The combination of majority multicultural geographies and high levels of interethnic proximity magnify the need for ethnic and cross-cultural marketing.

(PRNewswire) – With multicultural consumer spending in the United States at $3.4 trillion, this “super consumer” group has tremendous impact on U.S. mainstream culture, according to a Nielsen report released Wednesday. The report, The Multicultural Edge: Rising Super Consumers,

“Black lives, all lives, depend on the care that we can provide each other and the greater world at large.” – Kalimah Abioto, former Memphian

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This young Grizz fan was in good hands as her special moment with center Marc Gasol becomes a keepsake at the 14th Annual MVP Season Ticket Holder Party at Golf and Games Family Park last Sunday. See related story on page 13. (Photo. Kelley D. Evans)

#BAEOSymposium U.S. largest gathering of black parent choice and education reform supporters in Memphis When they leave, the measure of success will be how much better equipped the participants will be relative to the goal of bringing “high-quality educational options to low-income and working-class families in their communities. The Black Alliance for Educational Options (BAEO) selected Memphis as the site for the group to host the 15th Anniversary of the annual BAEO Symposium. With The Peabody Hotel the gathering point, 600plus parents, educators, school ademerging leaders and other education reform advocates will have two days

dimensions included being a grandmother who heaped love, affection and attention on her grandchildren. (Courtesy photo)

conversation designed to inform, inspire, and empower.” BAEO Interim President Jacqueline Cooper said, “We will be joined by parent choice and education reform leaders who will help us get about the work of moving our agenda forward.” For some, the theme – “Ain’t No Stopping Us Now” – will bring a

familiar tune to mind (the 1979 disco song performed by R&B duo McFadden & Whitehead.) The conference is crafted to promote information exchange between advocates working to bring Jacqueline “more educationCooper al options and transformational education reform initiatives to their communities.” Founded in 2000, BAEO champions parental choice policies and programs that serve low-income and working-class Black families. It is, however, equally focused on promoting quality to ensure that black students have access to high-performing schools. What does the future envisioned by BAEO look like? The answer:

“Low-income and working-class black families … empowered to choose a high-quality primary and secondary education for their children that enable them to pursue the college or career path of their choice, become economically independent adults, and engage in the practice of freedom.” Concurrent lights:

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Parents: Using the Courts for Change – Participants in this session will hear from several parent leaders who used the judicial system as an advocacy strategy. “Honest dialogue” between participants will be encouraged as the group considers when to use litigation as an effective strategy. Friday, March 20, 10 a.m.11:30 a.m., Grand Ballroom E-F, Mezzanine Level.

Reclaiming the Black Narrative SEE SYMPOSIUM ON PAGE 3


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