Empowering Voices: The African Diaspora Women

Empowering Voices: The African Diaspora Women’s Impact

David Hicks | 2024

Abstract

The global cosmetic and personal care market is valued at $599.15 billion and is expected to grow to $937.13 billion by 2030 (GVR, 2024). The change is due to increasing consumer awareness about product ingredients, ethical sourcing, and corporate responsibility. African Diaspora Women (ADW), a demographic historically overlooked in mainstream media, now wield significant influence over this sector (Rocha & Casotti, 2018). There is a need for additional research into their purchasing behaviors, which contributes over half a billion dollars annually to the US economy (Black consumer spending in the US Beauty category, 2024; Hicks, 2024).

This work serves a dual purpose: it addresses a critical gap in market research by providing industry leaders with valuable insights into the ADW community, and it validates a strategy to promote transparency and cultural authenticity.

In its early stages, as a direct-to-consumer business, the startup’s development activities include obtaining third-party certifications such as B-Corp, USDA Organic, Non-GMO Project Verified, and the Environmental Working Group standards, ensuring adherence to the highest product integrity and attention to the environment. The business donates 3% of all sales toward humanitarian efforts to address social and ecological concerns. Moyani is quickly becoming a platform for a global community of like-minded individuals.

Keywords: African Diaspora Women (ADW), Organic personal care, Sustainability, Consumer behavior, Ecological Concerns

References

Black consumer spending in the US Beauty category. (2024, January 30). NIQ; NielsenIQ. https://nielseniq.com/global/en/insights/analysis/2024/black-consumer-spending-in-the-us-beauty-category/

GVR. (2024, January 25). Beauty and Personal Care Products Market Report, 2030. Grandviewresearch.com. https://www.grandviewresearch.com/industry-analysis/beauty-personal-care-products-market

Hicks, D. A. (2024). Empowering Voices: The African Diaspora Women’s Impact on the Cosmetic Industry. 41.

McDonagh, P., & Prothero, A. (2014). Sustainability Marketing Research: Past, Present and Future. Journal of Marketing Management, 30(11–12), 1186–1219.

Rocha, A. R. C., & Casotti, L. M. (2018). Selective and “Veiled” Demarketing from The Perspective of Black Female Consumers. Revista Organizações & Sociedade, 25(87), 610–631.