Although obvious to anyone who is a minority, a new study might be a news flash for some brands that target African Americans.

Pew Research and NPR conducted a study that found 37 percent of African Americans now agree that it is no longer appropriate to think of black people as a single race – a sentiment that’s stronger among young black people, ages 18-29. The split in the black race comes down to a matter of values, according to the poll.

The study also revealed two interesting facts: an overwhelming majority of African Americans think the hip-hop industry is detrimental to black America. And that young black people are the most upset about the way black Americans are portrayed on television and in the movies. I would throw “advertising” in the mix, but that’s just me.

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