Are you the next microtrend?
by Carmen Van Kerckhove
Because I’m a nerd who reads BusinessWeek, I came across this review of a new book called MICROTRENDS: The Small Forces Behind Tomorrow’s Big Changes. It’s written by the political consultant who coined the term “soccer mom.”
I thought Racialicious readers might be interested in some of the new micro-demographics, and corresponding money-making opportunities, he’s uncovered. 
1. Lonely black women: at least they have money!
Real estate agents and financial advisors should target black women who are still single because there are no “good black men” to be found.
He starts with the perennially crowd-pleasing topic of love, sex, and relationships. Here he explains why so many women now stay single (too few straight men, among other things—a problem compounded among African Americans by the high incarceration rates of black men) and how this group is becoming a potent force in everything from home ownership to investing.
2. Fat black women: the downfall of society yet again
I’m guessing this would be a marketing opportunity for say, Nutrisystem and Bo-Flex?
Not all the groups are worthy of celebration. In “A Disproportionate Burden,” for example, Penn chronicles the rise in morbid obesity—and the high mortality rates—among black women.
3. Jew-lovers: uh… seriously?
This was my favorite one. Apparently Americans LOVE them some Jews nowadays. So I guess this would be a marketing opportunity for Kabbalah water and um, knish makers?
Penn occasionally stretches a bit, as when he suggests the rise of Pro-Semites. His essential thesis: “Today in America, Jew-loving is a bit of a craze.” As evidenced by the appetite for Seinfeld reruns and Madonna’s love of Kabbalah? Maybe, but the numbers of non-Jews on the Jewish dating site JDate (LOV ) may say more about the state of online matchmaking than about a sudden attraction to one group.
Carmen Van Kerckhove is co-founder and president of 
Kelly wrote:
wow…
Posted 13 Sep 2007 at 2:42 pm ¶
Angel H. wrote:
I’m confused…
If I’m a “a potent force in everything from home ownership to investing” how can I also be “A Disproportionate Burden” not worthy of celebration?
(x-posted at BusinessWeek; submitted for approval :-P)
Posted 13 Sep 2007 at 4:58 pm ¶
Mike wrote:
Dang this book would be funny as hell if you did’nt know that it would be taken as serious as he wants it to be. He is right though those are the trends the media has locked locked up black men and the women left behind, obesity, the jew loving Im not sure about, I don’t see a lovefest especially with that whole Isreal vs. Palestine thing.
Posted 13 Sep 2007 at 6:44 pm ¶
La -msviswan wrote:
Lonely black women: at least they have money!
While he might be half correct on the cause, these black women having “money” is still a serious overstatement. However, there are also many successful yet lonely white and non-black women to count. But, black women do have reasons why they do appear to be more successful or even lonely, having no choice but to count on themselves. This also causes them to stand out per ratio among the other women. I will leave it at that.
Penn chronicles the rise in morbid obesity—and the high mortality rates—among black women.
Why put morbid obesity and high mortality rates lumped in the same sentence? One would think “morbid obesity” is the leading killer for black women.
First of all, most black women are not “morbidly obese “, and many are not even overweight (depending on who’s beauty standard). More black women actually die from violence (domestic/general), lack of proper preventive health care, cancerous, stress and other related poor health situations not related to anyone even being overweight or obese.
As for the Jewish statements, where has he been. Well must of them own or have financial ties to the media, it’s been that way from the start of the media era.
Posted 13 Sep 2007 at 8:51 pm ¶
misscripchick wrote:
seriously?!
Posted 13 Sep 2007 at 10:38 pm ¶
gatamala wrote:
Financial planning with low fees & commissions, a down payment with a reasonable fixed-rate mortgage for a home w/ hardwood floors and enough space to put my Bowflex AND Sub-Zero freezer chock full of Nutrisystem …..where’s the dotted line?!
When I get home, I’ll nuke a meal and see what Jerry & nem are up to!
***
Sadly, La you can link many health problems, including depression (which exacerbates problems), to weight AND lack of care.
Posted 14 Sep 2007 at 7:55 am ¶
Anna wrote:
This the same Mark Penn who is one of Hillary Clinton’s top advisors and runs a firm specializing in union busting(esp. for WalMart). He is already one of the main reasons many progressives distrust her. These excerpts won’t help.
Posted 14 Sep 2007 at 8:46 am ¶
La - msviswan wrote:
Sadly, La you can link many health problems, including depression (which exacerbates problems), to weight AND lack of care.
Due to a lot of negative isms and fall backs associated with being a minority/female in this society, many black females also suffer with some form of clinical depression pre and post adulthood from a colossal of non-food related factors. Not to mention, it seems bad food is cheaper these days. (Not tying to find an excuse for these women, just an explanation.)
Either way, some people argue which comes first for most black women. Just eating food and then feeling depress? Or eating food to help cope with depression due to problems, stress, chemical imbalances etc, then getting more depress from now being “overweight”, eat more and not even caring to exercise because you’re too depress? If you look at the stats of must “overweight” black women (not the obviously obese), you may see they may not have been overweight during or before adolescence.
I think comfort foods are actually used by most early on to cope with problems/depression instead of getting the proper treatment (back to the lack of preventive health care issue in general). I also think it’s easier to pin the “overweight”/obese (your fault, and that’s why you’re unhealthy etc.) stereotype on black women instead of dealing with deeper issues surrounding some of our fall backs. Just my opinion.
Posted 14 Sep 2007 at 12:38 pm ¶
dnA wrote:
I can personally attest to the Jew-loving thing, but like all forms of exoticizing, underneath it is creepy and quite harmful.
When people tell me they love Jews, i cringe.
Posted 14 Sep 2007 at 3:00 pm ¶
Mike wrote:
dna
“When people tell me they love Jews, i cringe.”
I love ya dog.
Posted 14 Sep 2007 at 10:08 pm ¶
S wrote:
I was just thinking about some of the “points” mentioned above:
I was wondering why so many of the black women I see are fat (lots of “roll-over” everywhere). From a percentage standpoint, most of the black women I see seem to be overweight, not in comparisson to any other race, just period. Then I looked at these women, and many if not all of them eat fried ____ (fill in the blank) and have never been active outside of dancing at the club (I know this sounds harsh). I think black women do need to take care of themselves more (not just the hair:)). Too many of them are wrapped up in taking care of children on their own (most often not by choice) and chasing after no-good men. Don’t do it for superficiality or to please the stick figure-lovin white folks (can’t please them anyway) but do it for yourselves. You can offer all the explanations in the world for a black woman’s lack of leanness & fitness, but it doesn’t take off the extra pounds, if anything, it offers excuses for being 9 sizes bigger than you were in high school.
As far as targeting single black women, I think companies should start targeting singles period. I refuse to invest my money in any more activites (cruises, etc) that offer mostly family & couples oriented events.
Oh, and don’tcha just love how, once again, black women have been limited to only dating black men? We should be targeted because we are single BECAUSE of the low numbers of good black men. Gotta love those small boxes they keep trying to put us in!
Posted 17 Sep 2007 at 3:34 pm ¶
Angel H. wrote:
Wow, S. Stereotype, much?
I think black women do need to take care of themselves more (not just the hair:)). Too many [black women] are wrapped up in taking care of children on their own (most often not by choice)…
You say this like it’s a bad thing.
Posted 17 Sep 2007 at 4:50 pm ¶
Michelle wrote:
I hate to say it, but many, many Black women are obese. It is a major health problem in our community.
I hate to say it, but hair is a big reason why. Most Black women invest significant time and money in their hair. If you get it done once a week, you will not go to the gym because you just got your hair done. You won’t go swimming, go running, or do anything that requires moisture to interact with your hair. This is a gross generalization, I know, but when talking about the obesity problem amongst Black women between the ages of 35 and say 50, we gotta deal with somethings that are not easy to discuss.
Of course, it is funny because it is because of a White ideal that Black women spend so much time on hairstyles that require them to stay away from strenous exercise.
Posted 17 Sep 2007 at 11:00 pm ¶
tasha wrote:
Angel H. don’t mince words.
S., did you get an advanced copy of “Microtrends” or did you come up with those broad generalizations and negative stereotypes all by your lonesome?
“Then I looked at these women, and many if not all of them eat fried ____ (fill in the blank) and have never been active outside of dancing at the club (I know this sounds harsh).”
Harsh, presumptuous, asinine, and a few other choice words that I could use to describe you that are probably against the rules of this site.
“Oh, and don’tcha just love how, once again, black women have been limited to only dating black men? We should be targeted because we are single BECAUSE of the low numbers of good black men. Gotta love those small boxes they keep trying to put us in!”
What’s your beef? You seem to enjoy putting black women in small boxes just fine. Let’s see, according to you, all they care for is their hair. The only excercise they get is dancing in night clubs. The only food they eat is fried. If they weren’t so focused on chasing after “no good men” and ever so intent on being single mothers, they could be more concerned about their weight. . . Anyone looking to read about black female stereotypes need not waste their money on Penn’s book, they can just read your moronic rantings for free.
Posted 18 Sep 2007 at 7:20 am ¶
Latoya Peterson wrote:
Just wanted to correct one quick thing (and it’s my personal pet peeve Michelle, please don’t take this one as a personal attack.)
I can’t stand when people say “black women are fat because of their hair.” Haircare does play a factor in deciding whether or not to hit the gym, but it is not the be-all end all that some “experts” try to make it. Health incorporates diet, excerise, stress levels, etc. So while a hard cardio workout is great for fitness, it is not the only way to get excercise - and choosing between being fly or being fit isn’t the dire choice that it is being made out to be.
Also, Tia Williams of the Shake Your Beauty Blog weighed in on the black hair/working out issue a couple weeks ago. She said:
SYB BABE: Tisha
QUESTION: “I work out 3-5x a week, and my blowout and scalp are becoming a dirty mess. Is there a product I can use in between my weekly blowout to keep my scalp so fresh and so clean? Washing my hair every other day is not an option.”
TIA’S 2 CENTS: Oh, Teesh. Isn’t this so the black woman’s burden? “But…but, my hair!” is the excuse I’ve used for years to excuse myself from working out (and quite honestly, the phenomenon isn’t limited to us…I know quite a few Jewish girls who’d rather gracefully accept the pudge than disrupt a blowout). The great thing is, hairstyling-guru-to-the-stars Oscar Blandi has invented a wonder product that solves the entire problem, stat. Oscar Blandi Pronto Dry Shampoo ($10) completely cleanses your hair and scalp without water, in like, two seconds flat. This lemon verbena-scented dry spray contains natural rice, oat and tapioca starches that absorb excess oil, dirt and product, while tea tree oil treats dandruff. It’s fabulous! Just spray it all over, concentrating on roots, and marvel at your squeaky-clean, fresh-smelling, Pantene-commercial-ready hair.
PS: The other major working out issue we have is the whole sweating-out-the-roots thing. Well, my sister Devon/Brownie is a MAJOR gym bunny, and her adorable Nicole Ritchie bob always looks sleek. Her secret? She puts her hair in a ponyail, and then slides a terrycloth elastic headband just over her hairline. It protects the roots around her face and the “kitchen” from frizz-making sweat…and it keeps the hair flat (seriously, when you take off the headband, it’ll look like you just got a touch-up). Try American Apparel’s Flex Terry Headband ($6)…it comes in tons of cute, now-you-have-no-excuse-for-skipping-spinning-class colors.
[Note from LP: I bought the dry shampoo after Tia’s recommendation, but have yet to try it. Will let you know how it works out once I start back up in the gym. In the summers, I tend to do yoga (which does almost nothing to your hair, though you do sweat) and dance classes.]
Posted 18 Sep 2007 at 8:32 am ¶
Wendi Muse wrote:
i agree, latoya
i also know plenty of women with braid extensions, wigs, dreds, and fros (from t.w.a.s to full on angie stone looks) who STILL won’t work out…so it’s not always about the hair, folks..
Posted 18 Sep 2007 at 11:08 am ¶
S wrote:
I don’t have to stereotype - what I typed about is what I see in my community, at my grocery stores, at my family members beauty salons, at our kids sports functions and community picnics, at our ribfests and carnivals, family gatherings, birthday parties, etc., most of whom my large family grew up with. This is what I see.
As far as being wrapped up in taking care of kids, I’m talking about the 20 different activities that children are involved in and shuttled back and forth to on a weekly basis. Cut down on some of that and it will make room for working out and taking better care of self. No one was implying that singlemotherhood was bad.
Whether my post was thought of as stereotypical (and whatever else it has been called) or not, whether hair is an obstacle or not, kids or not, $ or not, we still need to take better care of ourselves. People find ways to get what they really want and care about, so as long as you are physically able and have access to healthy foods, there is a way to get in, and stay in shape. We just have to want it.
And I don’t care who thought the hair thing was stereotypical; I KNOW there a plenty of black women who spend more time & money on their hair (and excuses) than their fitness. M CJ Walker did not become a billionare for nothing.
Posted 18 Sep 2007 at 1:02 pm ¶
m wrote:
“I think comfort foods are actually used by most early on to cope with problems/depression instead of getting the proper treatment (back to the lack of preventive health care issue in general). I also think it’s easier to pin the “overweight”/obese (your fault, and that’s why you’re unhealthy etc.) stereotype on black women instead of dealing with deeper issues surrounding some of our fall backs.”
Nail. Hammer. Bang.
Posted 03 Oct 2007 at 1:18 am ¶