Alva James-Johnson: Natural hair sparks consumer revolution

When I decided to sport my naturally kinky coils in the early 1990s, it was considered a radical move that could affect one’s career opportunities.

“The straighter, the better,” was the mantra of the time, and to stray from that ideal was risky business.

Now, 25 years later, it seems we’re in the midst of a natural hair revolution.

I recently downloaded a U.S. African American Consumer report, published by a New York-based marketing company called Annalect. Among other interesting trends in the black consumer market, the group noted the impact that black women are having on the hair care industry.

“The natural hair trend is shaking up the beauty industry as 66 percent of African American women wore a natural hairstyle in 2013,” the report said. “Sales of hair products for Africans Americans reached $774 million in 2014, representing a 12 percent increase since 2009. Meanwhile, sales of relaxers, which represent about 18 percent of the market value, were worth $132 million in 2014, a drop of 34 percent since 2009.”

Such a drastic shift has forced mainstream brands like Pantene and L’Oreal to enter the natural hair market, and advertisers are beginning to feature more women with natural styles in commercials.

What’s most interesting about this whole phenomenon is the force behind the shift.

“DIY (Do It Yourself) gurus and media vloggers (video bloggers) fan the flames of the natural movement,” according to the report. “Numerous web sites, YouTube tutorials, blogs, magazines, documentaries books - even special-themed cruises - are charting and helping to promote the rising popularity of natural styles.”

At the same time, I’ve been reading in the news about another fascinating trend taking place - this time in the fast food industry.

McDonald’s, the largest burger chain on the planet, is fighting for dear life, apparently due to a more health-conscious society.

Both  trends show the economic power of consumers when they spend according to their best interests instead of falling prey to glitzy marketing and advertising campaigns. Social media has helped to empower shoppers who now have a significant voice in the commercial marketplace.

Businesses that don’t respond will certainly be left behind in a world where two-way communication between corporations and consumers is vital.

“The Power of the Purse,” is the title of an upcoming luncheon sponsored by the United Way Women’s Leadership Council. The event will be held 11 to 1 p.m. Wednesday at the St. Luke  Ministries Center to benefit women in need.

However, the “Power of the Purse” is a concept that also can apply to purchasing decisions we make every day.

So never underestimate the worth of every penny you spend. Money talks, and can even spark a revolution.

This story was originally published November 12, 2015 at 1:14 PM with the headline "Alva James-Johnson: Natural hair sparks consumer revolution."