Companies that are not interested in Black Consumers-“NUD” policy

You have probably heard of “NUD”. NUD is the acronym for a very subtle and little-known marketing term specifically directed toward people of color.

NUD stands for Non Urban Dictate. These three words essentially mean that a company is not interested in the Black consumer. A NUD label means that a company does not want their marketing and advertising materials placed in media that claim an urban audience (black people) as their main target.

There are legitimate reasons for companies not using urban radio. It may be that Blacks don’t index high in certain categories or that a company’s strategy is to market to the Black consumer down the road after they have established a strong position in their primary target.

But NUD usually means that a company is not interested in the Black consumer. Companies evade discrimination liability by embracing it as theory rather than policy. As a service to Black consumers, the Urban Institute will list all companies that have a NUD policy. Armed with this information, we feel that Black consumers will be able to make informed buying decisions.

Companies with NUD policies:
a. Starbucks
b. Jos. A Bank
c. CompUSA
d. Weight Watchers
e. Keebler
f. Life Savers
g. Continental Airlines
h. Northwest Airlines
i. America West Airlines
j. HBO – Apollo Series
k. Paternal Importers
l. Calico Corners
m. OM Scott
n.Pepperidge Farms
o. Ethan Allen
p. Busy Body Fitness
q. Mondavi Wines
r. Builders Square
s. Don Pablo
t. Lexus
u. Aruba Tourism
v. Ciba Vision
w. Kindercare
x. Grady Restaurant
y. Eddie Bauer

Please forward this information on to any other consumer that you consider a friend and advise them to
do likewise. Remember, we can’t act wisely unless we are informed wisely.

Resource: Tom Joyner Morning Show



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