Understanding the Financial Attitudes of African Americans

Issue:

As part of a three-year partnership with a well-known PBS program host, one of the nation’s largest mutual insurance companies sought to understand:

  • Public attitudes about financial planning and literacy;
  • The value of economic empowerment in the wake of the economic recession; and
  • Whether there is a difference in opinions between the general population and African Americans.

Approach:

Conducted Web surveys with 5,400+ general population and African American respondents.

Compared national results with those from 11 cities on the 2008/2009 and 2009/2010 promotional tours.

Results:

Helped generate broader media attention to client’s partnership with the PBS program host and used to:

  • Drive awareness of several nationwide tour events; and
  • Create discussion points for the PBS program host to use at the tour events.