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“Embrace the present change, and thrive going forward …”

All-New Second Edition

Black Is the New Green was first published in 2010, during a time of enormous change and upheaval.

In this important book, authors Leonard E. Burnett, Jr. and Andrea Hoffman outline critical adjustments marketers and industry leaders need to make—based on four societal factors—in their thinking about how goods and services are presented to clients and customers.

Though it was published more than a decade ago, Black Is the New Green is still valid because too many marketers and too many business leaders are still doing the same things they were doing back in 2010.

In the all-new second edition of the book, Burnett and Hoffman identify four more factors that thoughtful, savvy marketers and business leaders need to recognize to keep up with societal transformation, and eventually, stay ahead of it.

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You’ll also receive advance notice for the publication of Burnett and Hoffman’s second book, From Affluence to Influence, which drops in 2022.

What’s Inside Black is the New Green?

A New Distribution of Power

Today, with the progression of social media, citizen journalism and Black leaders rising to the top of their industries in old and new fields, power is being more evenly distributed and those with influence are more diverse. Of course, this new distribution of power doesn’t stop with the marquee headliners; it has shifted in some ways to Human Resources and talent acquisition execs who are doing their own “target marketing” in an effort to be more diverse, inclusive and have a company that reflects the real mosaic of America.

Four Additional Core Elements for Marketing to Black Leaders

The four elements covered in the 2010 edition of Black is the New Green, and the four new elements identified in the new version, are eight solid core principles that marketers and business leaders must keep top of mind in this time of “forced innovation.” Phones are ringing off the hook with calls to help figure out how to realign, reshape and reimage brands and their business marketing models to fit more effortlessly and authentically into our new reality. It’s noble, and it’s necessary.

How to Thrive in Our New Reality

The authors decided to issue this new edition of Black is the New Green because reading it is the first step toward understanding how to thrive in our new reality. Taking a deep dive into the first four principles covered within will give you a solid foundation. Think of Black is the New Green as a primer … it’s your introduction and your invitation.

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Start discovering important knowledge within the all-new second edition of Black Is the New Green.

About the Authors

Leonard E. Burnett Jr.

Len Burnett is a publishing and media industry veteran and highly successful entrepreneur with over 25 years of experience. As a pioneer in the urban media space, Burnett has been at the forefront of transforming marketers’ perception of the importance of reaching this growing audience. Burnett’s expertise in advertising, sales and marketing leadership has enabled him to successfully launch seven major magazines, digital platforms and events with exceptional advertising growth, all within a decade’s time.

Burnett serves as co-founder and chief revenue officer of U BRANDS, which acquires and licenses to the underdeveloped brands that target underserved audiences. By applying a strategic transmedia approach, U Brands is able to grow and monetize compelling consumer brands through dynamic management of content, sales and marketing to monetize brand, consumer and sponsor aggregation.

Andrea Hoffman

Andrea Hoffman is an advisor, dealmaker, strategist, speaker, author and the founder and CEO of the diversity and innovation management consulting firm Culture Shift Labs (CSL) and Culture Shifting Weekends (CSW). She’s been at the forefront of diversity and innovation since 1999.

Hoffman is a frequent speaker, having moderated or participated in panels and keynotes at Milken Global Conference, National Association of Corporate Directors, Congressional Black Caucus, Association of National Advertisers, Honda Motor Company, Billie Jean King’s Leadership Institute, XCON, and many more. She has also been featured in Forbes, Harvard Business Review, Fortune and on Bloomberg TV.

She is the co-author of Black Is the New Green and 50 BILLION Dollar Boss: African American Women Sharing Stories of Success in Entrepreneurship and Leadership (nominated for a 2015 NAACP Image Award for Outstanding Literary Work) and The Innovation Diversity Connection.

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Crucial insight awaits in the all-new second edition of Black Is the New Green.