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. However, there is another dynamic to consider outside of the scope and boundaries of census figures.
The tribes, under the definition of Federal Law and the United States Constitution, are a “sovereign nation.” This basically means 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 and colleges, communications, housing, natural resources and utilities. There is also the billion-dollar gaming and hospitality industry, owned and operated by tribes, under their economic development initiatives. How this translates into “buying power” is that Indian Country purchases, on an institutional basis, products and services in bulk.
Many entities that do business with the general public have ethnic marketing programs in place. Traditionally, outreach programs have been dedicated to the African-American and Hispanic markets. 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 advertise on Native American radio and television stations, place print ads, sponsor art and cultural exhibits, contribute to scholarship funds and participate in Pow-Wows and events to promote products/services and employment opportunities.
NAM supports its patrons in their ethnic marketing programs.