Non Urban Dictate

NUD (Non Urban Dictate) is the acronym for a very subtle and little-known marketing term specifically directed toward people of color.

‘Non Urban Dictate’ These three words essentially mean that a company is not interested in the Black consumer. A NUD label means that a company does not want their marketing and advertising materials placed in media that claim an urban audience (black folks) as their main target. There are legitimate reasons for companies not using urban radio. It may be that Blacks don’t index high in certain categories or that a company’s strategy is to market to the Black consumer down the road after they have established a strong position in their primary target. But, NUD usually means that a company is not interested in the Black consumer. Companies evade discrimination liability by embracing it as theory rather than policy. As a service to Black consumers, the Urban Institute will list all companies that have a NUD policy. Armed with this information, we feel that Black consumers will be able to make informed buying decisions.

Here’s a list of Companies with NUD policies:

1. Starbucks

2. Jos. A Bank

3. Comp USA

4. Weight Watchers

5. Keebler

6. Life Savers

7. Continental Airlines

8. Northwest Airlines

9. America West Airlines

10. HBO – Apollo Series

11. Paternal Importers

12 Calico Corners

13. OMScot

14. Pepperidge Farms

15. Ethan Allen

16. Busy Body Fitness

17. Mondovi Wines

18. Builders Square

19. Pottery Barn

20. Lexus

21. Aruba Tourism

22. Ciba Vision

23. Kindercare

24. Grady Restaurant

25. Eddie Bauer

26. Don Pablo

Please spread this information on to any other consumer that you consider a friend

and advise them to do likewise.

Remember, you CANNOT act wisely unless you are informed wisely.

The Urban Institute
2100 M Street, NW .


One thought on “Non Urban Dictate

  1. We must always research and make sure information is credible before running with it. The below is what The Urban Institute published about this NUD story in 2002!!!

    Non-Urban Dictates
    April 5, 2002 — The Urban Institute, a nonprofit, nonpartisan research and educational organization, has been incorrectly cited in circulating e-mail and fax lists of companies with “non urban dictates,” or N.U.D.s (NUDs). The email and fax incorrectly cite the Urban Institute as the organization that compiles or maintains the “NUD list.”

    The Urban Institute is not in any way associated with the purported research or with any supposed list of companies with NUDs, and never was. It has nonetheless been inundated with inquiries.

    The Urban Institute was wrongfully credited with maintaining the “NUD list” four years ago, thanks to what is assumed to be a misspelling of Urban Insite—an organization that once claimed responsibility for the NUD list. Later iterations of the circulating email include the Urban Institute’s address, phone number and Internet address. The fax version includes falsified Urban Institute letterhead.

    As a response to numerous phone inquiries, the Urban Institute has dedicated a special phone line to explain the issue at (202) 261-5779.

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