It is interesting that I just recieved an email about a so-called “NUD” list. NUD is an acronym for “Non Urban Dictate,” a marketing term used by select companies which does not take into consideration the urban [Black and Latino/Hispanic] market when calculating its profits and so, invests no interest in marketing or service in these demographic sectors. A list of companies who have such a policy is listed at the end of this post, to be reviewed and researched at your leisure.

What follows is a letter written to Northwest Airlines (one of the companies on the list) after a stressful experience during business travel:

After making a flight reservation a month in advance through a travel agency regularly used by my company, I was told after waiting in line to board my flight that I did not have a seat. Mind you I checked in, had my ticket in hand, had my luggage checked in, and was not informed at any time about a possible problem with my reservation or confirmation. I waited while everyone else boarded the plane. Finally I was told that there were no more seats. The plane left without me. I’m in an airport, with every reasonable expectation to be back home to see my children obliterated. Only after venting some of my frustration was I offered a hotel voucher for the night. There are no hotels in the immediate vicinity of the airport. My luggage is gone. I am terribly inconvenienced and after a grueling day of work, on the verge of a meltdown.

If I were the president and CEO of the company, his wife, or child - how would this situation be addressed? If you were the person to have experienced this, what would be just compensation for your distress?

What am I requesting? The same thing any average person would want under these circumstances: the professional respect and service I had every right to expect, and the justice to make this wrong right again.

How do you accomplish this? Pretend like I’m your kind and feeble grandmother and do unto me as you would do unto her.

The email (prompted by a topic covered by the Tom Joyner morning show related to Comp USA):

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 material s 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. Mondavi Wines
18. Builders Square
19. Don Pablo
20. Lexus
21. Aruba Tourism
22. Ciba Vision
23. Kindercare
24. Grady Restaurant
25. Eddie Bauer

Again, I invite every reader to do his/her own research and discover for yourself the validity of this information and do with it what you choose. It may not always be a question of right or wrong, just being informed…