Force means shifts of accumulated energy or momentum, and comprises the 2nd dimension of the Urban Market Report: A Tapestry of Media & Life®. Many characterize the urban market as a lifestyle, black, multicultural, inner-city, or metro, and according to the U.S. Census, a territory or adjoining territories with more than 50,000 residents. Our work in research and marketing incorporates all these elements, because we define the urban market as a market force.
Method/ Historical
Research in this area uses contemporary and historically based research along the lines of geography, demography and culture. Our research and methods aimed to be in sync with the historical forces of urbanization, globalization, immigration and migration, but also seeks a balance with natural forces that include spirituality, individuality, and the natural sciences. All these forces combine, collide and coincide in the urban marketplace as a force that increasingly accumulates energy and momentum that impact the social, cultural, and business cycles of the mainstream. Sean 'Puffy' Combs (P.Diddy) thinks “the mainstream is coming to what we are doing…rather than the other way around”.
The dynamic of the urban market should be seen as fluid, changing and in flux with other market forces and conditions. In many respects, the force of the urban market arises out of opposition and juxtaposition with the mainstream. The urban market has historical displayed this ability to continually create and innovate. It is the urban markets ability to adapt and reinvent itself in what can be called a "call and response" mechanism with the mainstream that makes the urban market always on the forefront of change and always worthy of watching closely.