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For example, fast food companies' decision to target African-Americans and Latinos in their promotional campaigns may play a role in the higher rates of obesity amongst these groups. Individuals who are more likely to be poor, have less access to nutritional information, and find it difficult to obtain healthy food without greater effort may be more vulnerable to such messages. "African-American youth viewed 50% more fast food ads on TV than white youth… McDonald's website, 365Black.com, targeted African-Americans specifically through content celebrating their culture" (Targeted marketing, 2011, Fast food facts). This can cause the targeted group to suffer the effects of fast food overindulgence disproportionately compared to other groups in society. Already marginalized and suffering greater health consequences, because of centuries of economic and political oppression, African-Americans find themselves once again victimized by ads that encourage...
Latinos are similarly being targeted with Spanish language advertisements for unhealthy foods like Dominos and Taco Bell in greater proportion than whites.
The health consequences for society, in terms of the inequalities that are perpetuated are not, one might argue, the company's responsibility. However, a company does have an ethical burden -- and a legal one -- not to make false claims or misrepresent the product. Just as a company cannot falsely claim a cereal is healthy because consumers lack the likely nutritional knowledge to fully research all of its ingredients, companies must show special sensitivity when marketing to demographic groups who may lack the ability to reasonably evaluate its claims.
References
Fast food facts. (2011). Targeted Marketing. Retrieved March 6, 2011 at http://www.fastfoodmarketing.org/media/FastFoodFACTS_TargetedMarketing.pdf
These issues are discussed further below. Importance of Research in Relation to an Organization's Marketing Strategy and Tactics. In recent years, savvy marketers have increasingly been targeting discrete consumer segments through differentiated marketing techniques. According to the authors, "The distinctive nature of various consumer groups such as children, the elderly, women, and ethnic minorities has made them attractive market segments" (p. 364). Market segmentation and targeted marketing, though, are not
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