Ethnic Marketing and The Buying Power of Indian Country

The Native American community represents buying power. The average person may not think so because of the small percentage of Native Americans in the general population. But there is another dynamic to consider, over and above the number of citizens the community comprises.

The tribes, under the definition of Federal law and the United States Constitution, are a “sovereign nation.” What this basically means is that America’s Aboriginal peoples were granted the right to “self-determine” their future and manage their own affairs.

Today, 576 federally recognized tribes exercise this autonomy by controlling their own health care systems, school districts, housing authorities, communication needs, natural resources and utilities. There is also the billion-dollar gaming and lodging industry, owned and operated by tribes, under their economic development initiatives. How this translates into “buying power” is that Indian Country purchases its products and services in bulk on behalf of its own community.

Many companies that do business with the general public have ethnic marketing programs in place. Traditionally, they have been dedicated to the African-American and Hispanic markets. However, in the past few years, there has been a significant increase in the number of corporations and other institutions targeting the Native American community. They are advertising on Native American radio and television stations, placing print ads, sponsoring art exhibits, contributing to scholarship funds and attending Pow-Wows and other events to promote their products and services, as well as employment opportunities.

NAM supports its patrons in their ethnic marketing programs.